A charity’s objective is to bring people together to raise money for a good cause, whether
that be donating to hospitals, stopping a negative cause or researching medicines to prevent
diseases.
PR helps charities do this by doing two simple things: raising awareness of the charity and
educating people on why the charity has decided to do this. In this blog post, I will explain in
depth how PR helps charities to raise donations and expand.
Collaboration
To help promote charity work, PR often encourages charities to work with ambassadors to
help raise awareness of their work. An ambassador’s job is to inspire people to support the
charity. Ambassadors help the charity by attending events to talk about the charity and
encourage others to get involved in fundraising activities and/or to donate.
Raising Awareness
Raising awareness for the charity is a key factor in this operation. PR creates awareness by
promoting advertisements on the internet publicising the charity and explaining the good
cause that the donations are going to.
PR also raises awareness by disseminating charity news in the national and regional press,
which creates benefits such as public recognition. This means that people will see the
advertisements and feel the need to share, inspiring many people to donate to the charity.
For Example:
● Adverts on TV
● Information pamphlets being put up around shops/cafes
● Shares/reposts on social media
● Pop-ups on websites
● Donation fees in restaurants
● Hosting events/fundraisers
● Giveaways/raffles
● Sponsorships/ambassadors
This leads to the charity growing in population.
Educating People
Educating people about why they are involved in a charity is necessary, so they are aware of
what they are donating to. PR educates the public by sharing people’s personal stories
about the charities. It provides evidence of how negative things are affecting people and
gives further information about why the charity was established. PR does this because it
may make people empathise with the charity and donate out of kindness.
Sponsor A Nurse – Case Study
This campaign aims to raise awareness and funds for the Jessie May Charity, which
provides dedicated, hard-working nurses to support children with life-limiting conditions and
their families.
The “Sponsor a Nurse” PR campaign utilises many strategies to spread the word and
engage the community. One of the key tactics is leveraging social media platforms like
Instagram, Facebook, and Twitter to share inspiring stories of families who have directly
benefited from the programme. These heart-warming stories help create an emotional
connection and encourage people to get involved and donate.
The “Sponsor a Nurse” PR campaign has successfully raised awareness about the Jessie
May Charity and the importance of supporting children with life-limiting conditions. It has
brought together a community of caring individuals who are passionate about making a
positive impact on these children’s lives.
I hope this case study gives you a glimpse into the incredible work of the “Sponsor a Nurse”
PR campaign.
Overall, PR is vital for charity because it helps people acknowledge the charity as an
organisation and provides services like advertising and emotional support to help it grow as an organisation.
