1. A Public Relations Informational Campaign
Prepared For:
Pennsylvania Association For Nonprofit Organizations
PANO
2040 Linglestown Rd., Suite 302
Harrisburg, PA 17110

2. Where Is PANO Now?
• Change in leadership provided the
opportunity to reevaluate
• Last year (2014), the Listening Tour was
executed to help to see where PANO stood as
a state association

3. Pictures of the Listening Tour

4. Where is PANO now?
• PANO feels that due to the size of the
nonprofit sector, there must be a
celebration that brings the sector
together

5. Research

6. Primary Research
● Expert Interview
● Limitation of Study
○ Possible end products
■ Timelines
■ Key Message
■ Legislators & Media
■ Social Media posts
■ Promotional outreach

7. Primary Research
● Content Analysis
○ Researched Nonprofit State
Associations
○ Non-random Selection
● Idaho
● Delaware
● Colorado

8. Primary Research-- Idaho

9. Primary Research-- Idaho

10. Primary Research-- Idaho

11. Primary Research--Delaware

12. Primary Research-- Delaware

13. Primary Research-- Delaware

14. Primary Research-- Delaware

15. Primary Research-- Colorado

16. Theoretical Framework-Diffusion of
Innovation Theory
● Developed by E.M. Rogers (1962)
○ Explains how, over time, an idea or product gains
momentum and diffuses (or spreads) through a
specific population or social system
○ End result of diffusion: people, as a part of a
social system, adopt a new idea, behavior, or
product.
■ The key to adoption is that the person must
perceive the idea, behavior, or product as
new or innovative. Through this, diffusion is
possible

17. Action

18. Campaign Bridge-- Key Message

19. Where PANO Wants To Be-- Objectives
● To capitalize on their opportunities, goal
one objectives include:
○ To have an effect on action; specifically
to generate volume turnout to events
of 50 percent of the general public in
PA during the month of Nov. 2016
○ To have an effect on acceptance;
specifically to generate interest in PA
Nonprofit Awareness (80 percent of
the general public within the next 19
months).

20. Where PANO Wants To Be-- Objectives
● To capitalize on their opportunities, goal two
objectives include:
○ To have an effect on awareness of college
students; specifically to increase their
knowledge of the economic benefits of the
nonprofit model (20 percent of
undergraduate students in the next 19
months)
○ To have an effect on awareness to
formal/informal opinion leaders; specifically
to increase their knowledge of the economic
benefits of the nonprofit model (15 percent
of formal/informal opinion leaders within
the next 19 months)

21. Where PANO Wants To Be-- Objectives
● To capitalize on their opportunities, goal
three objectives include:
○ To have an effect on awareness;
specifically to create knowledge among
75 percent of general public about PANO
and their mission
○ To have an effect on awareness;
specifically to create understanding by 75
percent of the general public about the
PA nonprofit sector and how PANO fits
into the nonprofit model

22. Message Strategies 1
● Positive
○ Nonprofits can improve the quality
of life for many Pennsylvanians.
They [nonprofits] can provide a
loving home, a meal for an
individual in need and create a
sense of belonging.

23. Message Strategies 2
● Resistance
○ Many who are reluctant to help in
their community believe that they
won’t make an impact.

24. Message Strategies 3
• Negative
• Without nonprofits, people would
not know what is going on.

25. Events—Proposed Campaign Efforts
● Walk/Run for PA Nonprofits
● Awards Breakfasts
● Training/Workshop
○ Advocacy Day

26. Month—Proposed Campaign Efforts

27. Week —Proposed Campaign Efforts

28. Day—Proposed Campaign Efforts

29. Actions—Proposed Campaign Efforts

30. Sample Flyer

31. Communication

32. Toolkit- Proposed Campaign Efforts
● Main take-away for PANO
○ Develop usable toolkit for PANO
(organizations may use as a
resource)

33. Sample Resolution

34. Sample Press Release

35. Sample Radio Spots

36. Evaluation

37. Proposed Budget

38. Budget
Total Projected Budget for PA
Nonprofit Awareness Month:
$6,500.00
Total Projected Budget for PA
Nonprofit Awareness Week: $2,700.00
Total Projected Budget for PA
Nonprofit Awareness Day: $1,700.00

39. Evaluation Plan
● Poll
● Benchmarking
● Surveying
● Facebook Insights
● Twitter Analytics

41. Kiara Allen, Account Executive
Amanda Hilderbrandt, Creative Director
Dawn Cheron, Research Director
Dominique Glisson, Copy Director
Thank You!