In the latest episode of “Rachel Thexton Connects,” our very own captain, Danielle Gagner, took the helm to navigate the often misunderstood relationship between marketing and public relations (PR) in the nonprofit sector. Throughout the conversation she revealed how both marketing and PR are essential for helping nonprofits not just stay afloat, but thrive in today’s challenging economic waters.
Understanding the Difference Between Marketing and PR
With her deep knowledge and strategic insight, Danielle highlighted the distinct yet complementary nature of marketing and PR. Marketing, as she explained, is anchored in psychology, focusing on consumer behaviour and how organizations communicate with their various audiences. It’s about crafting messages that resonate, not just with potential donors, but with the entire community. As Danielle aptly put it, “One of the biggest misconceptions of marketing is that it’s only speaking to the consumer.”
On the other hand, PR is all about relationships—nurturing them, building stories around them, and ensuring those stories reach the right shores. While marketing may set the course for a brand, PR amplifies that brand by fostering connections and credibility within the community.
The Strategic Use of Donor Dollars
One of the critical challenges nonprofits face is being good stewards of donor dollars. Danielle emphasized the importance of being strategic with these funds, particularly in the context of marketing and PR. There’s a prevailing opinion that nonprofits operate with severely limited budgets (which is often true), but as Rachel Thexton noted, effective marketing and PR efforts can bring in millions of dollars with a well-thought-out plan, making the case for well thought out budgeting and strategic use of the two disciplines.
Danielle advises nonprofits to chart a course with a few key strategies and execute them consistently. “You don’t need to spend 10’s of thousands of dollars all the time,” she noted. “Pick a couple things and do them well and consistently.”
Building Credibility and Trust
In today’s tough economic climate, marketing, PR, and even HR are often the first things to be cut. However, as Danielle pointed out, this approach can be detrimental to a nonprofit’s visibility and impact. “Cutting [these functions] is like cutting the lifeline of being visible and staying top of mind with your audience,” she warned.
Credibility and trust are the anchors of any nonprofit’s success, and these are built through consistent marketing and PR efforts. Without them, organizations risk drifting out of sight and out of mind, making it harder to fulfill their mission.
Why PR Should Be Part of Your Nonprofit’s Marketing Strategy
Danielle also underscored the importance of integrating PR into a nonprofit’s overall marketing strategy. PR can often be more effective than marketing in certain scenarios, as it involves others talking about your organization rather than the organization speaking for itself. This third-party validation can be incredibly powerful in building awareness and credibility.
“Marketing and PR are best friends—they hold hands,” Danielle explained, highlighting how these two disciplines work together to achieve a common goal.
Navigating the Future with Strategic Marketing and PR
At Anchor, we’re proud to have Danielle as our captain, guiding our clients—especially nonprofits—through the complexities of marketing and PR with a steady hand and a clear vision. Under her leadership, we’re committed to amplifying the good work being done in the world, helping organizations stay anchored in strategy, and steering them toward long-term success.
For nonprofits looking to enhance their visibility and effectiveness, the combination of strategic marketing and PR is not just beneficial—it’s essential. With Danielle at the helm, Anchor is here to help you navigate these waters, ensuring that your organization stays the course and makes the impact it was destined for.
To listen to the full episode of Rachel Thexton Connects featuring Danielle Gagner, where she discusses the distinct roles of PR and marketing and their importance for nonprofit success, tune in on Spotify: https://open.spotify.com/episode/3lmbe7A4rr0uEg2cuOaH0.
