pr in nonprofits

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