Every non-profit organization can reap the benefits of carefully orchestrated media and PR exposure to fulfill their mission, gain followers and cultivate donor activity. Here are a few tips that will help you get started in building your brand and putting your best foot forward on the road to a successful campaign.

Prepare for the Journey

The first step in setting up a marketing or PR plan for your non-profit is to determine your goals, which include key strategies and objectives. Knowing what you want to accomplish from the get-go will form the foundation from which you can launch future efforts. For instance, if one of your goals is to reach several million people on a regular basis, your strategy will be much more complex and far reaching than if you only need to get the word out to your local community. Also, what will your messaging include? Of course, a major goal of any non-profit is to find donors, but equally as important is a plan that includes drawing your audience in by informing them about what you are all about, and what you are doing locally or globally.

Create a Roadmap

You may have grand dreams when it comes to advertising your non-profit, so knowing what your budget is from the start is essential to keep your ideas in step with your organization's ability to pay for them. From there you can create an affordable publicity plan that meets your needs and doesn't add unnecessary stress.

Pack Wisely

Once you know your goals for exposure and have determined your budget, it's time to decide which tools and tactics will give you the "best bang for your buck." Are you going to focus your outreach on social media such as Facebook, Twitter, LinkedIn blogs or Instagram, or will you "step it up" with press releases and other conventional methods of gaining publicity? Even if you want to incorporate a combination of media exposure tools, knowing what you want to "pack" will prepare you for a successful journey.

Best Foot Forward

It makes sense that donors will prefer giving money to organizations that are stable and successful, and volunteers will be more interested in supporting your cause when you've created a strong image through a successful media and PR campaign. That said. It is crucial that you develop and pitch newsworthy stories and impactful messaging to publicize your non-profit. This includes powerful verbiage that is relevant, and can capture the attention and draw on the emotions of both the media and your intended audience. Include visuals whenever necessary, and incorporate videos to create an interactive viewing experience. Adding these "bells and whistles" will generate interest much more than simply presenting text. It cannot be stated enough that non-profit supporters must be emotionally driven to take part, either as volunteers or as donors.

Go To Great Lengths

There is great power in variety, so implementing various publicity methods is always a good idea as long as your messaging is consistent. This will enable you to reach a diverse audience and strengthen your brand. You may need to tweak the verbiage a bit to relate to different age groups and demographics, but the overall tone should remain true to your mission and the voice of your organization.

And finally, when it comes to advertising your non-profit, it is always beneficial to trust in the guidance of PR professionals who employ a team of experts in the areas of social media strategy, design implementation and copy writing. Enjoy the journey!