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PR in Nonprofits
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Non Profit Public Relations Sara McClendon Food Drive Outreach AssistantOzarks Food Harvest
A Member of Feeding AmericaFeeding America is the nation’s leading domestic hunger-relief charity (formerly named America’s Second Harvest; more than 30-yr history)
200 FOOD BANKS
61,000AGENCIES
37 MILLIONAMERICANS FED
ANNUALLY
Ozarks Food Harvest Overview
70K+ programs (all 50 states)
Feeding Missouri
1. Donations are madeOzarks Food Harvest secures donations from the food and grocery industries, government agencies, individuals and other organizations.
3. Food is movedOzarks Food Harvest moves donated food and grocery products through programs and member agencies, including soup kitchens, food pantries and emergency shelters.
2. Food is storedOzarks Food Harvest ensures the safe storage of donated goods until distribution to local charitable agencies. The Food Bank will also buy any high-demand products that it did not receive through donations.
4. Food reaches those in needDonations are provided to people in need through 250 member agencies and via direct service programs such as the Weekend Backpack Program, Kids Cafe or the Mobile Food Pantry.
How we Work
28 counties or 1/3 of Missouri
Experienced We’ve been pursuing our mission for nearly 30 years (since its founding in 1983)
EfficientFor every $1 donated, 96 cents is used to feed hungry Ozarkers, and $1 can provide $10 worth of food distribution
EstablishedOur facility is named the O’Reilly Center for Hunger Relief after our largest supporters; partner with other reputable, recognizable names. Received top awards.
Our ScorecardOzarks Food Harvest Overview
46,000 sq. ft. (50% cooler/freezer space)
New distribution center
Food Drives3%
Corporate Food Donors: about 60%
Purchased Food 3%
Mobile Food Pantry™Distributes food & necessities
to rural, underserved communities
Hunger Relief PartnersHunger relief agencies such as shelters, soup kitchens, senior centers, pantries & daycares
Where the food goes170,000 individuals annually:
40% Children, 50% Families & 10% Seniors
Where the food comes from
Examples:
Food Sources
Children’s ProgramsDirect relief to at-risk children through Weekend Backpack
Program & Kids Cafe®
Government Commodities: nearly
40%
The reality of hungerin southwest Missouri
1 in 4 Ozarks children is food insecure
Food insecure means they don’t know where their next meal is coming from
1 in 6 adults are food insecure
In the Ozarks
Every week, on average, the number of people who access Ozarks Food Harvest’s pantries & sites
would fill the Springfield Cardinals’ stadium nearly3 times to capacity
Hammons Field is a 6,750 seat baseball stadium.
My job at Ozarks Food Harvest
Food Drive Outreach
Promotional supportPress releases for major food drive events, promotional and informational materials
AppreciationThank you letters, trophies, social media
Working with various donorsInterpersonal communication important when dealing with different types of people
Soliciting new donorsFinding new ways to get information about hosting food drives to potential hosts
PR at OFH
BrandingConsistent visuals and copy
Social mediaLetting supporters know our need, promoting events and thanking donors
Event planningBeing detailed about every aspect of the event, determining impact of events, outreach, etc
PR in Non-Profits
Similarities to other types of PR
Appreciation of key stakeholdersNon-profit: Donors, volunteers, advocates Other: Customers, clients, shareholders, etc
Media relationsMedia lists, press releases, interviews, etc
DeadlinesEvery type of PR works with some sort of deadline.
DetailsBeing detail-oriented is vital in any type of PR.
Differences from other types of PR
Many hatsWide range of responsibilities and skills needed AudienceMore audiences in non-profit: people you serve, volunteers, Board of Directors, etcDaily working environment Number of employees, office space, organizational environment
Remember this PR campaign?
Important Factors in Non-Profit PR
Must-haves in nonprofit PR Testimonies – BIG IMPACT From donors, volunteers, those you serveStoriesCompelling storytelling and a way to tell stories
Social mediaKey in donor appreciation and in spreading awareness
AP style skillsWrite like a journalist. You want them to not only pick up your story but use your press release directly
Mission statementSimple, but powerful
Powerful OFH Testimonies
Powerful OFH Testimonies
Don’t forget about the donorTHANK the donor No matter how large or small
THINK like a donorFor example: some donors don’t like that we have a color news letter. They’re concerned about what we’re using their donation dollars on.
TALK to your donorThe impact their donation had. For example, instead of pounds we convert it into meals.
Landing your first PR job/internship(Non-profit or otherwise)
My experience
Work hard You won’t know everything, your hard work will set you apart
Always ask questionsIn interview and after you’re hired
Get onlineTweet, Facebook, Blog, LinkedIn
Learn to writeAP style, knowing the difference between passive and active voices, etc
@SaraMcC120@ozksfoodharvest
facebook.com/ozarksfoodharvest