Non-profit groups need good PR during difficult times

PROVO — The nation's fragile economic situation is being felt in most everyone's pocketbook, something that doesn't bode well for charitable and non-profit organizations.

Leaders of many Utah County non-profit organizations met with members of the Public Relations Society of America this week at a conference at Brigham Young University's Gordon B. Hinckley Alumni Center. Linda Walton of the PRSA said the group wanted to bring non-profit organizations and public relations professionals together to learn from experts on how to better get the right message to the right people at the right time.

"There are too many people with too much excess," she said. "There are too many people with too many pairs of shoes."

United Way of Utah County President Bill Hulterstrom said in the past six weeks, he's spoken with at least a half a dozen non-profit groups from around the nation who are experiencing bigger cash flow problems than ever before.

"We're in strange times if you follow the news at all," Hulterstrom said. "And what happens normally during this kind of discussion is charities start laying off and changing directions, and the last thing many charities think about is public relations."

Just when they feel like they can't afford to, he said, non-profit groups need to promote their message more than ever. He said the public has three options when faced with a decision similar to watching a late-night "Save the Children" infomercial. The first option is believing the message, sending money and avoiding guilt. The second option is believing the message, not sending money and feeling guilty. The third and final option is not believing and sending nothing.

"It's cheaper not to believe us," he told the group.

To overcome such a situation, Hulterstrom told the non-profit groups they need strong public relations to get the word out about their messages. He said people naturally want the most benefit for the least cost and that extends into donating to non-profit organizations.

In a breakout session of the conference, John Peterson of the American Red Cross stressed the need for non-profits to go out and form relationships with as many businesses leaders and individuals as possible. He emphasized that corporations usually exists to make money, rather than give it away. Like Hulterstrom, he spoke of how non-profits need to show donors that they're getting some kind of benefit from their donation.

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E-mail: jdavis@desnews.com

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