You can’t build a targeted PR campaign for your non-profit organization if you don’t know what the outcomes should be. There are goals that are intrinsic to any PR campaign, whether it is for a non-profit or a for-profit: 1) control a conversation, 2) understand an informational flow, 3) get acquainted with the right people from the media, 4) ensure a PR campaign boosts your recognition, and 5) expand your community.
When setting your goals, don’t forget that it’s important to make them measurable. This means if your #1 objective is collecting funds, you should have a goal of how much money you want to end up with at the end of the campaign. Tucker Hall can help with all of the above.