Four PR Strategies That Help Nonprofit Stories Take Root

Practical, relationship-driven approaches to building trust and visibility

Communications isn’t a “nice to have” for nonprofits — it’s mission-critical. 

Without a clear communications approach, it’s hard to build awareness around your work, invite people into your mission, or earn the trust that turns interest into long-term support. Stories are how people come to understand why your work matters, and what they can do to support it. 

At the same time, we know the reality many nonprofits are working within. Ever-dwindling budgets. Small teams. Communications responsibilities are piled on top of already-full plates. PR often gets pushed aside, not because it isn’t valuable, but because it feels overwhelming.

The good news? Effective nonprofit PR doesn’t have to be complicated or resource-intensive.

At SolWoods Storyhouse, we approach communications as something that grows over time. Below are four foundational, relationship-driven PR principles we return to again and again that help nonprofits strengthen visibility and trust, even with limited resources.

1. Build Media Relationships the Same Way You Build Community

When nonprofits think about PR, earned media often feels like the ultimate goal, and the hardest to secure. But one of the most common misunderstandings we see is the belief that media coverage is solely about access or connections.

In reality, journalists are doing what nonprofits do every day: telling meaningful stories that help people better understand the world around them.

When you approach media as partners in storytelling you create an opportunity for real relationships to grow. And those relationships tend to last far beyond a single pitch or press release.

Here’s how to start building that connection:

• Be intentional about who you reach out to. Look for reporters and outlets that regularly cover issues connected to your mission. A smaller, more intentional media list is far more effective than a broad one.

• Show that you’ve been paying attention. Referencing a journalist’s related past work shows respect for their expertise and helps frame your story in a way that’s relevant to their audience.

• Keep the door open, even when timing isn’t right. Not every invitation will lead to coverage, and that’s okay. We often say that a “no” is really just a “not right now.” Continued, low-pressure outreach builds familiarity and trust over time.

• Show up as a resource, not just a headline. Respond promptly when journalists reach out, but also look for opportunities to share insight beyond your own news. Offering an informed perspective, even when your organization isn’t the focus, builds credibility and positions you as a reliable voice in your field.

Strong media relationships aren’t transactional. They’re built the same way trust is built everywhere else, through consistency and respect.

2. Use Social Media to Grow Relationships

Social media is often the first place people go when they want to learn more about a nonprofit (or any organization, really). It’s where donors decide whether to commit, volunteers decide whether to get involved, and partners get a sense of your values.

That’s why presence matters, but presence doesn’t mean being everywhere online or posting constantly. A thoughtful social media approach is about showing up consistently and genuinely seeking connection.

A few guiding principles we often share with nonprofits:

• Choose focus over volume. You don’t need to (and shouldn’t!) be active on every platform. Start where your community already spends time and build from there.

• Let the platform guide the format. Visual storytelling often works best on Instagram, while longer reflections or shared resources may resonate more on Facebook or LinkedIn.

• Engage, don’t just post. Respond to comments, ask questions, and highlight community voices. Interaction builds belonging, which fosters trust.

• Create a rhythm you can sustain. A simple content calendar, paired with a clear sense of what stories you want to tell, helps social media feel manageable instead of draining.

When social media is approached with genuine connection, it becomes less about broadcasting and more about growing relationships with your supporters in spaces they’re already in. 

3. Help People See Themselves in the Mission 

Compelling content isn’t about saying more or being overly-produced; instead, it’s about being relatable. For nonprofits, that often means grounding big missions in lived experiences. Real stories help people understand impact not as an abstract idea, but something with a human outcome.

As you create content, consider these best practices:

• Lead with people, not programs. Personal stories help audiences connect emotionally and understand why your work matters in real life.

• Use visuals to support understanding. Photos, videos, and simple graphics can add warmth and clarity to complex issues.

• Offer something of value. Educational insights or resources related to your mission help position your organization as a trusted thought leader.

Clarity and approachability matter. When content is compelling and easy to share, it’s far more likely to spark engagement — and action.

4. Invite Your Community to Share Your Story

Your supporters already believe in your work. They see its impact and care deeply about your mission. And many of them want to help; they just need a clear invitation.

One of the simplest ways to extend your reach is to ask your community to share your content. Whether it’s a newsletter, social post, or video, a thoughtful call to action can help your message travel further in an authentic way.

This kind of amplification deepens connections while expanding visibility. Supporters feel like they’re part of something larger, not just observing from the sidelines.

When Stories Take Root, Trust Grows

Effective nonprofit PR isn’t about quick wins or one-off moments. It’s about building connection over time through relationships, consistency, and storytelling that reflects the heart of your work.

It doesn’t have to be complicated. But it does need to be intentional. When nonprofits focus on community-building first, visibility and support tend to follow.

Whether refining your messaging or rethinking your communications approach, SolWoods Storyhouse works alongside organizations to navigate what’s next. Let’s start a conversation.