Internet 101: Outreach by Nonprofits

Asking for donations. Calling for volunteers. Urging concerned citizens to become involved in solving today's complicated social, political and environmental problems. Nonprofits have many reasons for reaching out to the general public, but few appealing alternatives. The high cost of attracting new supporters along with the risk that the campaign may not succeed, often prevents nonprofits from effective outreach. The following outreach methods are being used by nonprofits today.

Direct Mail

The mainstay of national nonprofits. Expensive and requiring a great deal of expertise in order to be effective, this method of reaching the public is used by larger organizations. With the increasing clutter of mail reaching people who care, the campaign must be extremely well thought-out and designed to succeed. Newletters asking for donations from past supporters is more cost effective and less risky.

Public Service Announcements: Television and Radio

The production costs alone for a fifteen second spot can be enormous. While reaching a wide audience in a very engaging manner, television does not lend itself to conveying much information. This medium works best with well-established names who want simply to remind current donors to give.

Newspapers and Magazines

Smaller advertisements serve to inform readers about key events and campaigns by well-established nonprofits. Though expensive, many local papers will donate space occasionally to local nonprofits.

Word of Mouth

While inexpensive and the backbone of many nonprofits, this method is slow to produce results or raise general awareness on a timely topic.

Public Events

Community events, nonprofit showcases and fairs allow nonprofits to reach the general public with a wealth of information. Through self-selection, individuals can find a nonprofit that suits his or her own interests and concerns. Inexpensive and cost-effective, the events allow nonprofits to reach the general public several times a year.

Online Media

With the self-selection benefits that events offer, combined with the attraction of public service announcements, electronic media offers nonprofits an opportunity to reach new people in a cost effective way. Organizations such as the Electronic Frontier Foundation have grown rapidly as a result of an online campaign. As more people join the internet at work or home, this medium will become an ever increasing means of outreach for organizations in both the private and public sectors.

Graphics

Below are two "bubble charts" showing how online technology can fit into your existing communication and outreach methods. (If you ever wondered what people learn at business school, it's bubble charts like these! ;-) Steve Glikbarg).

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