1. The Gig 411: The PR/Marketing department is responsible for all communications activities including digital, print, media relations, and marketing initiatives. This positon requires you to work a “9-to-6”that might include: developing digital media (web, print, social and video) strategies/tactics, as well as initiatives that help promote the organization’s mission/differentiation;
writing copy for print and online communications, including the annual report, newsletters, brochures, press releases and other materials; coordinating events and fundraising efforts that help build and reinforce awareness and support the organization/its efforts.
2. Who Can Rock This:
A successful multi-tasker and skilled “storyteller,” with exceptional writing and editing skills, as well as an extraordinarily creative, dynamic, and passionate advocate of the organization’s mission.
3. The Vibe:
It’s a medium-paced environment that requires everyone to perform multiple “jobs” well. Non-profits attract skilled do-gooders who possess a sincere commitment and excitement about the mission of the organization.
Many employees, even those at the junior level, have prior non-profit experience. They are passionate and skilled “talkers” who have strong interpersonal skills and the ability to work as a member of a team.
4. Got to Have It – Required Skills:
Bachelor’s Degree and 1-4 years of communications experience. Exceptional writing skills and the ability to shape and tell compelling stories, as well as a strong aptitude for visual presentation and design “look and feel.” You’ll also need to have knowledge of the organization’s mission/focus and experience with web-based communications and marketing strategies, including social media strategies. Experience creating and analyzing digital performance metrics, such as Google Analytics will be required, as will a successful track record of creative and strategic thinking, strong project management skills, and timely execution. Brownie Points – Preferred Skills: Previous experience working for a non-profit organization or in a corporate affairs/philanthropic communications role is a huge plus. Those who are well versed in HTML (to execute digital tactics) and CMS (to coordinate mailings to the company’s constituents) are preferred, as well as those who have worked with advertising and PR and are familiar with paid and unpaid media to build brand awareness.
5. Tell It Like It Is – Both Sides of the Job Coin:
You will report to the Communications Manager/Director, however, because most non-profits are small, you’ll also have a formal or informal “dual-report” to both the Executive Director and fundraising team who coordinate donor communications. Multiple “bosses,” especially those who have inter-personal issues with each other, can be time consuming for you and tricky to navigate.
You’ll be expected to perform many responsibilities with changing priorities and work on countless presentations to prove your success. Many nonprofit groups track their performance (i.e., success) by metrics such as dollars raised, membership growth, number of visitors, people served, and overhead costs. These metrics are certainly important, but they don’t measure the real success of an organization in achieving its mission. Lastly, nonprofit missions are notoriously lofty and vague and the organizations will never resemble businesses that can measure their success in purely economic terms. The thorny problem facing almost all non-profits is quantifying success, with the exact metrics differing (and changing) from organization to organization On the flip side, being a ‘Jill’ or ‘Jack’ of all trades means you’ll be able to gain first hand experience in every component of a non-profit from A-Z. The organization’s leadership and Board of Directors, particularly those on the Marketing Committee, will know your name, include you in key marketing initiatives, and value what you do. You will become highly skilled at identifying and executing creative, new marketing approaches that are cost-effective and high impact, working as needed with outside consultants and agencies. In addition, you will learn how to develop opportunities for media coverage of the organization and develop sponsor relationships, especially those in connection with special events.
6. It’s Showtime – The Interview and Application Process:
Your ability to make it to the first round will depend on your ability to draft a darn good cover letter describing your qualifications and interest in this position. Non-profit is a competitive world that is all about being engaging and compelling – and it starts with your cover letter. Without this you won’t even be considered. Find ways to demonstrate your passion and knowledge for the mission of the organization, as well as time spent doing the difficult work of raising money and awareness and convincing others to support your cause. Read stories about the organization in the news, including the organization’s “competitors,” and be able to comment on trends in the non-profit arena.
7. Oh the Places You’ll Go:
Your experience in a nonprofit company will impress those in corporate philanthropic roles in part because they will believe you can help them better understand the needs of this very different world. Larger non-profits and Foundations will want to hire you also because of your insider knowledge. Leverage your background to explore opportunities in PR agencies working with nonprofits and not-for-profit organizations, and those eager to launch new charitable efforts.
Nonprofit work is rewarding and can give you an opportunity to make a true difference in your life as well as the lives of others. Having the ability to shape and influence others in a positive way is a great way to combine your desire to live your passions and make a living. This week, select three non-profit or charitable organizations you believe in and explore ways you can help support their efforts as a volunteer or prospective employee.