Your non-profit animal welfare foundation has long been established. People know your name and what you do.

But, that doesn’t mean that you should give up on your public relations goals. In fact, established foundations need ongoing PR just as much as those organizations that are trying to get off the ground.

Here are three reasons why you need an animal welfare public relations strategy even if you have been in this industry for many years:

1. Continued Positive Brand Image

Your foundation’s image can make or break the amount of donations you receive. While all organizations hope they will never face a crisis, the fact is that any group that has been in the public eye for a long time runs the risk of experiencing one.

PR helps you build a cheery image when times are good. This goes a long way to helping you recover from an image crisis when one does happen. If people remember your organization in a positive light, they are more likely to understand and forgive you should a disaster occur.

And, an experienced animal welfare PR team can also help you develop a crisis communications plan that will spring into action once an emergency hits. This makes it easier for you to take back control of your image quickly.

2. Strengthens Your Credibility

You can advertise all you want, but the truth is that advertising will never build the credibility that positive third-party news articles and word-of-mouth create. Studies have shown that most people place more trust in unpaid, earned media than in advertising.

Third-party sources are seen as more reliable and fair-handed than anything an organization pays for. And, it’s through your PR efforts that most organizations are introduced to the news media, bloggers and potential donors. This type of organic coverage is invaluable in driving donations.

3. Increases Leads and Donations

An integral part of an effective public relations strategy includes captivating an audience. PR focuses on telling your humane organization’s story rather than merely focusing on a specific fundraising campaign. And, telling a story about how your foundation has helped a specific animal or project is more effective in keeping your organization in the public eye than an ad requesting donations.

Human beings are geared to respond to a good story. That means a strategy that includes ongoing outreach about how your organization puts its money to good use will net your foundation far more in donations than merely asking for the money.

The PR professionals at Orange Orchard not only know how to chart a course for an effective outreach campaign, we are also committed to showing compassion for animals. It’s who we are and why we were founded.

If you’re ready to secure your foundation’s positive image, strengthen your credibility and increase your donations, call Orange Orchard at (865) 977-1973 or contact us online. See how our experience can help your established animal welfare organization continue to invest in its good name.