Marketing can feel overwhelming for many nonprofit leaders, especially when resources are limited and time is stretched thin. Yet, as Rebecca Barnes explains, effective marketing is not an optional extra — it is how nonprofit organizations connect their mission to the community, attract volunteers, inspire donors, and strengthen their impact.
At a recent presentation for the Prince William Chamber of Commerce’s Not-for-Profit Business Council, Barnes shared practical, easy-to-implement strategies that any nonprofit can use to elevate visibility and tell their story with clarity and confidence.
Press Releases Still Matter — When Done Correctly
A strong press release remains one of the most efficient ways to reach the community. However, editors and reporters need more than announcements. They want clarity, local relevance, and meaningful impact.
Key best practices include:
Lead with who, what, when, where, and why
Emphasize the community benefit
Include an authentic quote
Attach at least one horizontal photo that the organization has rights to use
Follow AP Style and write in third person
Place the release text in both the email body and an attached Word document
Equally important is avoiding common mistakes such as sending PDFs or JPEGs of the release, submitting flyers without written context, or submitting content not tied to the Greater Prince William community.
A full guide to submitting content to Prince William Living is available here.
Barnes also encourages nonprofits to maintain an updated media contact spreadsheet that includes local press, industry publications, and community newsletters. When a story is published, sharing that success in the organization’s newsletter helps build connection and pride among supporters.
Using Google’s Free Tools to Increase Visibility
Many nonprofits are unaware of the powerful free tools available to them. Two stand out:
Google Ad Grants
Eligible nonprofits can receive up to $10,000 per month in free advertising through Google’s Ad Grants program. These ads can promote fundraisers, volunteer opportunities, services, and more.
A full overview of how nonprofits can use Ad Grants effectively is detailed here.
Google Business Profile
Even nonprofits without a physical storefront benefit from claiming and updating their profile. Posting photos, events, and accurate contact information helps organizations appear in local search results and makes them easier to find.
AI as a Helpful Tool — With Important Limitations
While AI can be a timesaver for nonprofits, Barnes emphasizes the importance of maintaining authenticity. AI is useful for brainstorming, outlining, and proofreading, but it should not replace the organization’s unique voice.
She notes that AI-generated content often lacks emotional depth and may sound repetitive or overly polished, differences that readers quickly notice. Barnes plans to offer a future workshop dedicated specifically to AI best practices for nonprofit communications.
Awards and Recognition Build Credibility
Recognition is a valuable form of marketing that nonprofits should not overlook. Awards help establish credibility, increase visibility, and strengthen donor confidence.
Current opportunities include:
Prince William Living’s Influential Women Awards (now accepting nominations)
The magazine’s Giving Back Award and Best Places to Work
The Prince William Chamber Business Awards, which honor outstanding nonprofit and business leadership
Barnes noted that recognition has been a meaningful part of her own professional journey, having been named Business of the Year three times, four with Imagine.
Your Nonprofit’s Next Steps
Barnes offers a simple checklist to help nonprofits strengthen their marketing efforts:
Write and submit your next press release.
Claim and update your Google Business Profile.
Apply for Google Ad Grants.
Post impact stories consistently through blogs and newsletters.
Use AI responsibly — for support, not for your voice.
Apply for recognition opportunities.
Marketing doesn’t need to be expensive or complicated. With consistency and intention, nonprofits can share their stories more effectively and deepen their connection with the community.
Nonprofit leaders interested in personalized guidance can schedule a conversation with Barnes here
