“Do all the good you can,
By all the means you can,
In all the ways you can,
In all the places you can,
At all the times you can,
To all the people you can,
As long as ever you can.”
- John Wesley
“Do all the good you can.” A powerful and inspiring, yet simple statement.
As public relations professionals, we serve as a gateway to our organizations’ audiences and the public, and hold responsibility for the brand, image and reputation of our organizations. That’s why I chose to work in the nonprofit sector — so that I can effect change for causes and organizations which have missions I feel passionate about.
In the nonprofit space, some non-traditional professional skills come into play, including “servant leadership” and caring more about what you can “give” to others than what you are going to “get” from the organization. Service to nonprofit constituents or association members demands agility, persistence and stamina within the framework of a little budget or limited capacity.
I know this from experience. My career didn’t start off in the nonprofit world. I was able to get a perspective on it by contributing to a local D.C. nonprofit through pro bono work. In the process, I garnered skills that were assets to me professionally, including event management, fundraising, partnership building and writing strategic plans. I learned valuable lessons about leading and motivating a team, holding people accountable and more. I was bolstering my understanding of how nonprofit organizations function while simultaneously making a difference in my community. It was definitely a win-win experience for me.
That’s why I am thrilled to announce that PRSA-NCC is accepting applicants for its next two-year pro bono client. Nonprofit organizations, especially those with limited staff, often have a challenge or situation to address but not the bandwidth to execute. They rely on volunteers to achieve their missions. PRSA-NCC’s pro bono and community support committee works with its two-year, adopted client to help assess its organizational priorities and advance its goals through strategic communications in order to provide an infrastructure and foundation for the future.
The best part of this is that it is complimentary. As with my personal experience, this relationship is a win-win! Committee members give back to the community – while the nonprofit benefits from the committee’s expertise. The committee has the opportunity to get hands-on experience with an industry they may not typically be involved with, expand their networks and discover new approaches.
If you know of a nonprofit in the D.C. area that needs additional resources, encourage them to apply by midnight on Friday, February 9. And if you are a PR professional looking to give back, I encourage you to join the committee. Volunteer-based experiences are often equally as beneficial as on-the-job experiences, and the ability to articulate your role in a successful project with limited resources can speak volumes to your impact and leadership skills.
Lauren Lawson-Zilai is a vice president on the PRSA-NCC board and liaison to the pro bono committee. She previously served as chair of the pro bono committee and has also served as the international PRSA conference gala chair, the Thoth Awards Gala Chair, board director, secretary and on the membership, professional development and association/nonprofit committees.