Dear GiGi: We are a nonprofit working in Africa in an area that is getting a lot of attention. We need more of that attention to come our way to help with fundraising. Can public relations help?

Dear Nonprofit in Africa,

Great question. Yes, public relations can absolutely help. That said, think of PR beyond purely transactional terms. An article about your organization in today’s New York Times won’t necessarily result in a $100,000 donation tomorrow (though it could!). What it will do, certainly, is raise the profile of your group so you start getting noticed by your target audiences. That awareness, in turn, has a multitude of benefits.

Media coverage can elevate your work, raise awareness of your organization, establish your leadership, and help you recruit new partners and funders. It will also credentialize your group – add credibility, in other words. The more you’re able to realize these benefits, the more funders will notice.

It sounds like your cause is getting attention in the media. A solid PR strategy will help your organization capture some of the spotlight.

Stay on message,