John Wagner has an excellent post about why it’s vital for non-profit organizations to devote proper resources to their public relations and marketing efforts.
The world of non-profit organizations is tough. NPOs typically face intense competition from other NPOs for volunteers and donors in their area of operation. An organization’s "brand recognition" and a clear, well-articulated message play a powerful role in determining what organization an individual will donate to or participate with.
While it may seem logical that NPOs would devote sufficient funding to their communications efforts for this very reason, many do not or simply cannot, as their budgets will not allow them. Some of these organizations are finding ways around these barriers, though, by, as John says, using the Web and "new media" tools, partnering with "nimble, affordable firms," and procuring grant funding to help pay for communication efforts.
The NPO space is crowded, and I would argue that it’s never been more important for an NPO to make every effort to ensure their particular message is heard above the rest, which requires a strong commitment to external communication.
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