show menu Many non-profits underestimate the importance of ongoing public relations (PR) strategies when it comes to fundraising. Maybe it’s a lack of awareness, a lack of resources (financial and other) - or a perception that ‘PR is not our core business.’ But without strong public relations strategies, organizations may miss valuable opportunities to increase their visibility, engage their donor base or educate the public or media about their cause.
The most successful PR efforts begin with a well-thought out work plan that is also designed to accommodate unexpected events. Fundraisers with a strong PR orientation know how to turn even the most unfortunate events into fundraising opportunities. The following story illustrates one such event in 2011 during my time as CEO of the Jewish National Fund (JNF) in Switzerland.
Swiss JNF had arranged to invite the popular Israeli singer Idan Raichel to perform a fundraising concert in Zurich in early 2011. Volunteers and staff had meticulously planned the event, recruited sponsors, and prepared marketing materials. Tickets were ready to go on sale.
Shortly before the concert date, a devastating fire broke out in the Carmel Forest in northern Israel, resulting in the death of 44 officers of Israel’s security forces. In a matter of hours, fires destroyed enormous areas of the Forest, and, in need of additional firefighting planes, the Israeli government appealed for emergency international aid. The Swiss Air Force generously responded, sending a plane, three helicopters, and worked around the clock to put out the fires. After the fires were brought under control and Israel began its preparation for restoration of the forest, JNF decided to launch an emergency fundraising campaign to help the restoration as much as possible and to secure firefighting equipment.
So what does this have to do with Idan Raichel and public relations? JNF Switzerland decided to publically thank the members of the Swiss Air Force by holding a special dedication ceremony where the honor was formally inscribed in the JNF ‘Golden Book’ - the ultimate mark of esteem and gratitude. Instead of holding the ceremony at the Swiss Air Force base or the JNF offices, it was held at the main hall of the Zurich Jewish Community Center, with many JNF donors in attendance.
We planned the event to coincide with the performance of Idan Raichel. A few hours before the performance, we held a special VIP ceremony for a small group of major JNF donors in a separate venue near the community center. Donors had the opportunity to speak with the Swiss pilots and technical staff who participated in the firefighting activities. We then proceeded to the main hall of the community center. With 400 people in the audience, we presented special appreciation certificates to the representatives of the Swiss Air Force and screened a short film about the fire, the required restoration activities and the fundraising campaign.
The local crowd received the members of the Air Force with great enthusiasm. It is not every day that donors in Switzerland have the opportunity to learn first-hand about activities going on in Israel, by their own servicemen. Despite the very sad circumstances and the deep sorrow for the 44 deaths, we were able to express thanks for the important humanitarian efforts made by the Swiss Air Force. Our donors were very moved by the JNF's public gesture to the Swiss team, and supported generously the emergency campaign. In addition to raising funds to rehabilitate the forest, Swiss JNF successfully raised funds to purchase two new fire trucks. We responded in an agile manner to an unexpected – tragic – event, and created positive PR around it which supported successful fundraising.
GlobalCan specializes in integrating PR strategies into an organization's fundraising process and multi-year plans. We take into consideration the unique needs and 'DNA' of each organization, design a customized PR plan - from organizing small and large events, featuring guest speakers at key events, holding annual events open to the public - to cultivating media relationships. Yariv Sultan, principal consultant of GlobalCan, draws on two decades of executive fundraising experience in Israel, Europe and the US to provide a unique international perspective. You are very welcome to contact us or check out Our Services.
