Top Tips to Get Started in PR

1.      Getting Started – Review your marketing and membership goals. Is your club’s priority to build membership or to enhance your image and visibility in the community? Or both? Are you specifically interested in younger members? Females? Specific professional categories? Defining your desired outcomes will help you determine your strategies.

2.      Evaluation – What is your current image in the community? Step back and take a good look at how others view your club. Does it match your own view? If necessary, ask family members or friends to take a look at your brochures and promotional materials.

3.      Inventory – What tools do you have at your disposal? Television, radio, newspapers, the Internet, posters, brochures, letterhead, stickers, promotional items (umbrellas, hats, window stickers, clothing, etc.) are possibilities. What do you need? The Kiwanis Public Relations Department has a kit you can use to get started on the publicity side. The Kiwanis Marketing Department has an inventory of promotional items that can be used by clubs. You might not have to “reinvent the wheel” if you take advantage of materials that already exist. You’ll simply need to add some information to customize the materials for your club.  

4.      The Message – Kiwanis International has adopted the slogan “Serving the Children of the World,” and the Kiwanis International logo has been updated to include that slogan. This slogan should now be used every time you use your logo. It is the most powerful tool we have to emphasize that Kiwanis is the organization that specializes in working with and for children.

5.      Be Involved – Take advantage of the opportunity to sponsor other Kiwanis organizations (K-Kids, Builders Clubs, Key Clubs, Circle K, and Aktion Clubs). These are tremendous marketing opportunities. Not only do you plant a seed with each of these organization’s members for future Kiwanis membership, but you should plan to reach their parents at least once a year by holding a reception, a parents’ day, inviting them to your meetings on a rotating system, or similar event. Parents of these members are natural candidates for Kiwanis membership. One additional note: Sponsorship is not enough. Make sure that at least one Kiwanis member attends each organization’s meetings.

6.      Be Contemporary – Use color in your promotional pieces. Take advantage of technology to produce professional-looking materials. It’s time to quit relying on cut- and-paste and the old copying machine. Find a way to produce materials that present your Kiwanis club as a contemporary organization made up of leaders. Kiwanis is a diverse organization open to all races and both sexes. Your materials should reflect that. In addition, discover the Internet and design a club Web page. You might find a wonderful, competent webmaster from among your sponsored programs youth.   (see #8 below)

7.      Be Relevant – The number of not-for-profit organizations has exploded in recent years. Every affliction or cause seems to have organized as self-standing organizations. They all contribute to society, but they also draw people and dollars away from your Kiwanis club. When you pick your philanthropic activities, make sure they attract interest to your cause. Will the local news media give your event attention? Will the project make your club more attractive to prospective members? These considerations may sound selfish, but in the battle for existence every Kiwanis club must make promoting itself a primary and continuing consideration.

8.      Go “On-line” – Take advantage of e-mail and other computer-related opportunities such as community chat sites and message boards to spread the word about your Kiwanis club. Meeting notices, minutes, and general updates can be e-mailed to your club members, prospective members, and important community leaders with the push of a button. Check with your local chamber of commerce or newspaper to see if it will post your club’s “banner ad” on its Web site(s). Post your club’s activities on the Web at volunteermatch.com. Stay on top of technology! The future opportunities are unlimited!

9.      Climb the Corporate Ladder – Most clubs center their recruitment efforts on specific individuals. Another strategy is to contact business owners and top-ranking managers with an invitation for membership. Explain that your goal, as a club that strives to represent the community, is to have at least one person from every local company among its membership. If the company is large, you might suggest multiple memberships representing different departments. Though you might not always get the CEO, you’ll probably gain a member who is truly honored to be a part of your club.     

10. Recruit an Ambassador – Can you identify an individual in your community who has a positive reputation and who has shown a commitment to youth? If so, bring them on board as an honorary member whose role is to speak on behalf of Kiwanis a few times per year. Not necessarily to speak only about Kiwanis but to address children-oriented issues as a representative of Kiwanis. This person should be an influence-builder. That is, this person has such an esteemed status in the community that his/her simple mention of your club can increase attention to and interest in your club.

11. Create Community Partnerships – Historically, Kiwanis clubs have partnered with numerous organizations, but often that relationship involves Kiwanis donating to a cause without receiving anything in return. Create a true partnership. If your club donates funds to the local hospital, find out what that hospital can do in return. Possibilities include: designating at least one employee for membership, providing a speaker for key events, acknowledging Kiwanis in its printed materials or advertisements, sponsoring your newsletter with an advertisement, using its staff (if applicable) to produce Kiwanis public-service pieces, etc. What does your partner have that would benefit your club? As an organization, most of Kiwanis’ generosity benefits other organizations, but Kiwanis has neglected to ask for anything in return. Ask, ask, ask!

12. Create Kiwanis Partnerships – Joining together with other Kiwanis clubs in your area may significantly enhance the impact of your charitable endeavors. This will create a larger volunteer pool, the chance to reach more people and to raise more funds, and will increase the probability of receiving publicity. Include the local K-Kids clubs, Builders Clubs, Key Clubs, or Circle K clubs too.  

13. Treat Your Members like Gold – Given a choice, would you rather retain your current members or spend your time replacing them? Know your members and treat them like your most valuable commodity. Do not take them for granted. When a new-member application is received, immediately follow up with a response, thanking the applicant and explaining the new-member process.   Continue to make the membership experience valuable at every opportunity.

14. Make Your Meetings Memorable – The strongest interaction your club will have with most of its members takes place at your weekly meetings. Shoot for the top when you recruit speakers. Create a master list of potential speakers from your community, from the mayor on down to local high school sports coaches. If an individual declines due to a scheduling conflict, ask when he or she can make it. Keep the meeting moving on time. Make sure the meal is worth the cost. Go out of your way to make new members and guests feel welcome. Your members are successful in the business world because they get results. Does your club meeting produce results?

15. Tell Your Story in a Club Brochure – At the center of its promotional materials, every club should distribute a simple but concise brochure. Note – If your club does not have the financial ability or computer skills to generate a brochure, then print the following information on your club letterhead as a club fact sheet. Your club brochure/fact sheet should:

• Utilize color.
• Display both the Kiwanis International and your club logos.
• Briefly explain Kiwanis International and Serving the Children of the World.
• Explain your club, its name, meeting time and place, and brief history. (Stress that while Kiwanis is international in scope, your club meets the needs of children in your community as its first priority.)
• List your club projects.
• Describe how Kiwanis benefits your community.
• List your membership roster (optional).
• Describe how Kiwanis membership benefits members.
• List expectations of membership.
• Publicize the results of the club’s hard work; not the hard work itself.
• Provide a contact with phone number, e-mail address, and mailing address.

16. Take Advantage of Member Benefits – In addition to the opportunity to build better communities, there are other tangible benefits of Kiwanis membership. Companies ranging from Pepsi to UniDial to Links Worldwide have partnered with Kiwanis to provide fund-raising opportunities for clubs and savings on products for members. Check them out on the Web at kiwanis.org.

17. Share Your Success Stories with Kiwanis International – The Kiwanis International staff exists to serve you. The Marketing and Public Relations departments would appreciate hearing your suggestions for new tools and materials and details about your service, fund-raising and membership accomplishments. Don’t be a stranger. All materials submitted will be used to build an inventory of resources that can be shared with other clubs.