Nonprofit PR strategy in 1998 relied heavily on phone banks, mailers, and traditional media relations. E-mail blasts were just becoming popular, and that once-ubiquitous yellow Live-Strong wristband did not exist.
Today, nonprofit campaigns have taken on a new level of sophistication. This is thanks to the Internet, which provides cheap tools to reach a mass audience, and a generation of Millennials interested to take part.
“If any industry has made the biggest stride in the past 10 ...