With the economy affecting all areas of the PR industry, the nonprofit sector has had to accordingly reshape the way it's reaching out to sponsors. Incorporating digital and traditional media, nonprofits increased outreach to corporate sponsors and initiated campaigns targeting existing donors in a tough year.
Barbara Leshinsky, EVP of development with the Ad Council, says her team specifically reached out to corporate donors at the end of last year in order to capitalize on possible year-end surpluses.
“At the end of 2009, there ...