Empowering West Virginia Nonprofits Through Public Relations

By Taylor Isaly 

As a West Virginian, born and raised, I have seen firsthand, through volunteerism, the challenges and opportunities within nonprofit organizations in our community. I have also experienced how they could benefit from awareness, understanding and utilization of public relations. 

What Nonprofits in Our State Are Faced With:

Nonprofits make up the heart and soul of our state by facilitating change and providing resources for individuals in need. However, they are faced with the following challenges; 

• Lack of representation
• Little knowledge of web development 
• Social media management
• Insufficiency of time due to a small staff 
• Lack of funding

There is also the hardship of obtaining investors due to the obstacle of measuring success for a mission-based organization that relies on volunteers. With these volunteers typically having full-time jobs, they do not have time to devote to strategic web development and social media content creation, post planning and active online engagement. 

I have done nonprofit marketing for organizations like the Southwestern Regional Day Report Center (SRDRC) in Logan, WV. I have experience developing video and communications content for Project Empower and the Fresh Start Garden. Through this, I learned that individuals want to be involved. However, marketing is difficult in areas with little resources and a lack of digital awareness and access. 

“When you are a nonprofit or government entity funded by grants, there isn’t much extra money to spend on a marketing manager or website developer,” says Michelle Akers, Executive Director at the Southwestern Regional Day Report Center. 

Most nonprofit organizations lack the time and staff needed to dedicate to extensive marketing efforts. They could design and execute marketing strategies more effectively with the necessary resources to reach their target audience.

Southwestern Regional Day Report Center. (2023, March 17). [Photograph]. Facebook. https://www.facebook.com/photo.phpfbid=583487650478877&set=pb.100064529419297.-2207520000&type=3

Why PR Would Benefit Nonprofits in WV:

Public relations for any nonprofit is crucial for spreading awareness and showcasing the credibility of the cause and its leaders. For people to donate their time and money, the nonprofit must tug at the audience’s heartstrings. It can do this by offering accreditation and engaging the community. 

Enhancing all social media platforms could increase user engagement, and it is the simplest and most cost-effective way to achieve this. Educating users on social media and its role in marketing would benefit them greatly. However, reaching a demographic that may not primarily use social media could involve providing media kits to local news outlets and offering creative interactive events within the community. 

Tips for Nonprofit Organizations

1. Know your target audience 

This is important for directing your marketing efforts in a way that is not redundant and ineffective. By understanding who you are trying to reach, you can use best practices for directly promoting to them. If the organization is in an area without digital access, realize that implementing community outreach physically might be the better route. 

For example, the Southwestern Regional Day Report Center gears its brand awareness towards individuals in the area who would benefit from intensive outpatient treatment for substance use and recurrent mental health diagnoses. Politicians, business owners and philanthropic organizations are also included in this audience to target for external funding. Therefore, they target their awareness through projects and event-based initiatives. 

2. Utilize social media for cost-effective marketing 

Social media is a free and user-friendly marketing tool that can be used quickly for convenience. This also reaches the furthest in terms of marketing to diverse audiences, as well as tapping into some younger demographics for volunteers. To reach a younger demographic of volunteers, social media is an accessible resource for spreading awareness and targeting volunteers in high school and college. 

3. Use personal storytelling to engage and call to action

Effective marketing for nonprofits involves highlighting the organization’s mission and value to the community. Building a trustworthy relationship with the audience encourages engagement and action. Personal storytelling—through videos, testimonials, images, or events—can evoke passion and motivate the public to contribute their time and money to the cause.

For example, I created a series of videos that included personal testimonies and tours of the Fresh Start Garden at the SRDRC. This showcased the love and care that went into the garden by the employees and the clients who nurtured the program daily. This link provides information on storytelling for nonprofits and explains these efforts in greater detail. 

Putting This Plan Into Action:

With a need for authentic public relations and a lack of resources to obtain them, nonprofits in WV should utilize student volunteers and set up internships, gaining volunteer hours to enhance their marketing efforts through the use of social media and writing. As a College of Creative Arts and Media student, I have had several internship and volunteer opportunities with local nonprofits. I have assisted in video storytelling, media development and writing efforts. This helped me gain insights into the career field I wanted to pursue and also helped guide me toward the College of Creative Arts and Media. 

Creating videos and sharing stories online allows nonprofits to quickly and cost-effectively update their audience on events and news. For demographics not active on social media, local news outlets, printed materials, or church bulletins can be effective alternatives. By using these methods, organizations can enhance their marketing efforts without straining their time or financial resources.

Why This is Important for The Martin Hall Agency:

The Martin Hall Agency supports grant-funded and nonprofit organizations across the state by providing hands-on experience in the field while contributing to the community. By exploring creative objectives and tactics that students can offer to the nonprofit sector, these efforts have the potential to benefit the state significantly.

Conclusion

Nonprofits in West Virginia need more support with representation and resources. However, they can explore creative ways to leverage public relations to advance their causes. By educating students interested in public relations and advertising, our college can help bridge gaps within the community, fostering growth through effective marketing practices. Engaging with the community to gather insights on collaborating with younger volunteers can unlock substantial opportunities.