The scope of nonprofit organizations goes far beyond small, well-intentioned community-based programs. Today's nonprofits are business oriented and expect public relations to contribute to the bottom line. The lines between nonprofit, for-profit, and government are becoming increasingly blurred.

A variety of nonprofit sectors exist, each practicing public relations in a distinctive way. Membership recruitment and retention, influencing government, managing change, dealing with volunteers, and fund-raising are primary public relations activities in many of them.

Nonprofits face numerous public relations challenges. Gaining recognition in a crowded environment, competing for resources, and integrating technology are a few. Yet nonprofits have unique needs such as recruiting and retaining volunteers, balancing multiple bottom lines and publics, and building brand awareness.

Success factors in nonprofit public relations are similar to those in for-profits. They include a focus on mission, strong internal and external communication, active board participation, and simple messages.

"There is a tremendous opportunity for practitioners who think broadly and who welcome accountability. This is not an era for communications technicians."
     —Frank J. Weaver, APR, Director of Public Affairs
       Cleveland Clinic Foundation