Why PR is a Smart Investment for Charities
Charities are under pressure. Costs are rising, demand for services is growing, and budgets are stretched. So it’s understandable that PR might not feel like a priority.
But as Bill Clinton once said, “If I had two dollars left, I’d spend one on PR.” And he had a point.
Strategic public relations builds credibility and trust — the foundation for people to use your services, support your campaigns, and crucially, donate or fundraise.
What PR Actually Does
PR is the art of shaping how the public sees your charity. It’s about making sure people know your name, understand your mission, and feel compelled to engage. Through consistent messaging, PR helps your audiences see the value of your work and how they can be part of it.
At its core, PR builds trust — and that trust is more vital than ever. While 57% of the public say they trust charities, the number of people who don’t is creeping up. That trust gap can directly impact your ability to raise funds and rally support.
PR vs. Marketing: What’s the Difference?
Marketing is about driving action — getting people to sign up, donate, or attend an event — often through paid or owned channels like email, social media, or advertising.
It’s measurable and controlled, but it can be costly and limited in reach.
PR, on the other hand, is about reputation.
It’s the long game: building a positive public image through media coverage, events, and community engagement. It’s not guaranteed — you have to earn it — but when done well, it’s incredibly powerful.
Why Earned Media Matters
People expect a charity to promote itself. But when a journalist or media outlet tells your story, it carries more weight. It signals that your work is credible, important, and worth paying attention to.
Earned media - coverage you don't pay for - can boost fundraising results by up to 35% according to the Business Research Company, and management consultancy McKinsey & Co says it can deliver up to ten times more ROI than paid media.
This is likely to be because 92% of people trust earned media more than ads.
Every article, interview, or mention adds to your credibility. Journalists often check your past media presence before deciding to cover your next story. So each piece of coverage makes the next one more likely.
From Awareness to Action
PR doesn’t just build your brand — it drives action. A powerful story in the media can lead people to sign a petition, attend an event, or donate. Even if they don’t act immediately, it plants a seed.
Think about it: someone reads a moving article about your work, hears your spokesperson on the radio, sees your billboard, and later spots your post on social media.
It often takes seven touchpoints before someone takes action — PR helps create those moments.
And once someone signs up to hear from you, you can nurture that relationship over time — offering value, building trust, and eventually making the ask, whether it’s a donation, event participation, or a legacy gift.
I’ve been privileged to help charities of all sizes grow their credibility and income through smart PR strategies, earned media, and thought leadership — resulting in tens of thousands of new supporters and millions raised.
So if you’re wondering whether PR is worth the investment, maybe take a leaf out of Bill Clinton’s book.
Let’s start your PR journey
Want to understand more about PR, Communications and Charity Sector trends and how they can help your charity thrive?
