The Profit of Non-profit PR

By Holly Disch

nänˈpräfit/
adjective: non-profit
Not making or conducting primarily to make a profit.

As a PR student, you can go into so many career directions: corporate, agency, non-profit or anything else you can dream of.Though, with student loans and cost of living in 2016, it’s hard to imagine not being compensated for all your hard work; this is an assumption by many about working in non-profits.

So, what profit is in non-profits? #PRKent was able to learn all about the industry at this past week’s PRSSA National Conference from Shedd Aquarium’s director of communications and public relations, Nicole Minadeo.

The Shedd Aquarium is a non-profit organization that is funded by 76% earned revenue, 17% donations and 7% the Chicago Park District. As the director, Nicole’s job is to create a relationship with donors, along with the day-to-day communications duties, including the campaign highlighting the rescue & rehabilitation center at Shedd. Beginning with a baby otter washed up on a west coast shore, the PR team began to tell the story of how Shedd’s rescue and rehabilitation changed the otter’s life.

This was one of Nicole’s many examples to show the reward of non-profit communications.  She explained how telling the world of a meaningful cause could be the one of most rewarding experiences. Her day in the life of a non-profit was explained in this short list:

• Exciting, rewarding and fun!
• You work with people who are passionate and care about what they do!
• Share meaningful stories that support a mission!
• Treat employees like volunteers
• Collaboration is key
• You can wear many hats

If you are the type of person who wants to change the world, and tell a meaningful story, non-profit is the career route to take. Nicole made it clear that the true reward and profit isn’t in the salary, but the experiences you create for the world to see.

​Holly Disch is a junior public relations major at Kent State. Contact her at [email protected].

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