There’s a public relations benefit that nonprofits have built into their DNA. It’s a sort of fan-ship that has amazing power. In a word, they have VOLUNTEERS.
When volunteers act as PR ambassadors, the exposure and impact of the organization can expand exponentially.
Boards Lead the Way
Across the country, there are 18.5 million board seats, that is larger than the entire population of many U.S. states. Almost eight million are for small/grassroots size nonprofits with boards of five or six members. Many people sit on more than one board, making a real difference by sharing their expertise.
What makes that number even more wild is how much heavy lifting those volunteers do behind the scenes. In the U.S. alone, nonprofit board members collectively oversee trillions of dollars in assets and manage everything from local food pantries to major hospital networks and universities—almost entirely on unpaid, donated time.
It’s one of the largest forces of civic engagement in the country, but because board meetings happen in quiet conference rooms and Zoom calls, most people never realize just how massive that army of volunteers actually is.
Celebrate This PR Army You Have
Start with your board. If you work for a nonprofit organization or you are serving on a board, please know that the Board Role is bigger than the Boardroom!
Board members are typically the most dedicated group of any nonprofit structure and are first to now when the organization needs more volunteers, donors, and education about the cause. Much of that comes from promotion, the kind of promotion each of them can do as a Board Ambassador.
I have created this cheat sheet for board members you are welcome to download and share with your board. Download Board Ambassador Tips
Next: ignite your volunteers.
I was recently working with a client who has thousands of volunteers. THOUSANDS–more than 10,000! These are professionals, not school children. People who have clout and can wave the banner of the organization.
My advice immediately was to ask their volunteers to add the organization to their Volunteer Experience section of their LinkedIn profiles. Think of how much exposure that will lend the organization? It also makes it super easy when the volunteer posts something on LinkedIn inviting their network to a fundraiser, a volunteer info session, or other celebration on behalf of the organization. No searching necessary, just a click-click.
You can also give them a kit with tips similar to the Board Ambassador tips.
What If You Are NOT a Nonprofit, You Ask?
You can still have Brand Ambassadors! There are many ways to involve your customers in the same way you would show appreciation to volunteers. Here are a few tips you can put to use in your business. It’s a great time to start planning a Shop Small Saturday promotion. It’s the Saturday of Thanksgiving weekend–the day after Black Friday and there are many ways to make it work for you, including launching your own Brand Ambassador program.
Here are some tips to help you.
- Lead Your Customers to Your Online Assets. Having people who already like you engaging on your social media is a great way to attract new customers. Tagging a friend for a promotion can help that along.
- When people visit your business, make sure they have a great experience, even if they don’t buy anything. All staff needs to be hospitable and friendly so all people feel welcome.
- Give your ambassadors things they want–for FREE! Cleverly designed swag makes people eager to help you by carrying your message. Great hats, t-shirts, stickers, and other items that reflect your brand. Add some other items for sale, or as an incentive for big purchases. Make these items limited edition and people will be willing to pay top dollar!
- Don’t be afraid to ask your brand ambassadors to work on your behalf. Let them sign-up for your club–name it something interesting that aligns with your brand. Make it free to sign-up and treat it like a fan club. Invite them to exclusive events. You’ll be making them appreciate you, so they in turn want to tell people about you.
Be deliberate about this and have fun!
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