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Public Relations
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15 Tips to Get PR Started For Your Club
A club, just like a business, needs good public relations to foster growth and success in the long term. Great PR practices
can be simple ideas that integrate into your club's processes and annual goals. Here
are 15 tips on how to use PR to help your club prosper.
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- Getting Started –
Review your
marketing and membership goals. Is your club’s priority to build membership or
to enhance your image and visibility in the community? Or both? Are you
specifically interested in younger members? Females? Specific professional
categories? Defining your desired outcomes will help you determine your
strategies.
- Evaluation -
What is your current
image in the community? Step back and take a good look at how others view your
club. Does it match your own view? If necessary, ask family members or friends
to take a look at your brochures and promotional materials.
- Inventory -
What tools do you have
at your disposal? Television, radio, newspapers, the Internet, posters,
brochures, letterhead, stickers, promotional items (umbrellas, hats, window
stickers, clothing, etc.) are possibilities. What do you need? Check the International website for an inventory of promotional
items that can be used by clubs. You might not have to “reinvent the wheel” if
you take advantage of materials that already exist. You’ll simply need to add
some information to customize the materials for your club.
- The Message –
How does your slogan or mission statement match up with your organization's International goals
and image? Maximize the brand that International has already established and use this to bring a more global scope to your club's image.
- Be Involved –
Take advantage of the
opportunity to sponsor youth clubs within your organization. These are
tremendous marketing opportunities. Not only do you plant a seed with each of
these club’s members for future membership, but you should plan
to reach their parents at least once a year by holding a reception, a parents’
day, inviting them to your meetings on a rotating system, or similar event.
Parents of these members are natural candidates for membership. One
additional note: Sponsorship is not enough. Make sure that at least one of your club
members attends each organization’s meetings.
- Be Contemporary –
Use color in your
promotional pieces. Take advantage of technology to produce professional-looking
materials. It’s time to quit relying on cut-and-paste and the old copying
machine. Find a way to produce materials that present your club as a
contemporary organization made up of leaders. Your materials should reflect your club's diversity in gender, race and age. In
addition, discover the power of the Internet and start an e-Newsletter. With today's technology, you no longer need a technical webmaster to keep a website by using
tools such as ClubRunner eBulletin (See
#8 below).
- Be Relevant –
The number of
not-for-profit organizations has exploded in recent years. Every affliction or
cause seems to have organized as self-standing organizations. They all
contribute to society, but they also draw people and dollars away from your
club. When you pick your philanthropic activities, make
sure they attract interest to your cause. Will the local news
media give your event attention? Will the project make your club more attractive
to prospective members? These considerations may sound selfish, but in the
battle for existence every club must make promoting itself a primary and
continuing consideration.
- Go Online –
Take advantage of
e-mail and other computer-related opportunities such as community chat sites and
message boards to spread the word about your club. Meeting notices,
minutes, and general updates can be e-mailed to your club members, prospective
members, and important community leaders with the push of a button using a variety of online tools. Check with
your local chamber of commerce or newspaper to see if it will post your club’s
“banner ad” on its Web site(s). Post your club’s activities on the Web at
volunteermatch.com. Stay on top of technology! The future opportunities are
unlimited!
- Climb the Corporate Ladder –
Most
clubs center their recruitment efforts on specific individuals. Another strategy
is to contact business owners and top-ranking managers with an invitation for
membership. Explain that your goal, as a club that strives to represent the
community, is to have at least one person from every local company among its
membership. If the company is large, you might suggest multiple memberships
representing different departments. Though you might not always get the CEO,
you’ll probably gain a member who is truly honored to be a part of your club.
- Recruit an Ambassador –
Can you
identify an individual in your community who has a positive reputation and whose commitments are in line with your club's
goals? If so, bring them on board as an honorary
member whose role is to speak on behalf of your club a few times per year. This person should be
an influence-builder. That is, this person has such an esteemed status in the
community that his/her simple mention of your club can increase attention to and
interest in your club.
- Create Community Partnerships –
Historically, service clubs partner with numerous
organizations, but often that relationship involves donating to a cause
without receiving anything in return. Create a true partnership. If your club
donates funds to the local hospital, find out what that hospital can do in
return. Possibilities include: designating at least one employee for membership,
providing a speaker for key events, acknowledging Kiwanis in its printed
materials or advertisements, sponsoring your newsletter or website with an advertisement,
using its staff (if applicable) to produce public-service pieces, etc.
What do your partners have that would benefit your club? As an organization,
most of our generosity benefits other organizations, but we have
neglected to ask for anything in return. Ask, ask, ask!
- Create Inter-Club Partnerships –
Joining
together with other sister clubs in your area may significantly enhance the
impact of your charitable endeavors. This will create a larger volunteer pool,
the chance to reach more people and to raise more funds, and will increase the
probability of receiving publicity.
- Make Your Meetings Memorable –
The
strongest interaction your club will have with most of its members takes place
at your weekly meetings. Shoot for the top when you recruit speakers. Create a
master list of potential speakers from your community, from the mayor on down to
local high school sports coaches. If an individual declines due to a scheduling
conflict, ask when he or she can make it. Keep the meeting moving on time. Make
sure the meal is worth the cost. Go out of your way to make new members and
guests feel welcome. Your members are successful in the business world because
they get results. Does your club meeting produce results?
- Tell Your Story in a Club Brochure –
At
the center of its promotional materials, every club should distribute a simple
but concise brochure.
- Share Your Success Stories with International –
The International staff exists to serve you. The
Marketing and Public Relations departments would appreciate hearing your
suggestions for new tools and materials and details about your service,
fundraising and membership accomplishments. Don’t be a stranger. All materials
submitted will be used to build an inventory of resources that can be shared
with other clubs.
Adapted from the Marketing & PR Manual, courtesy of Kiwanis International
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