Marketing & Public Relations: It's Not Just for the Rich and Famous

By Clare Kaufman
Learning & Life Columnist

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Just about every day, it seems we see a new movie or TV star apologizing for hurtful words or illegal actions, and reaching out to "let the healing begin." At a nonprofit, you can do some real healing, benefiting a truly deserving cause or a community-- and it will benefit you, too.

"Easy entry and valuable experience" are among the top advantages of a career in the nonprofit sector, according to Monster.com. Nonprofits feature internships, volunteer positions, and training for entry-level employees. In addition to doing good, you'll develop skills critical to success in any job.

Door-Opening Marketing and Public Relations Experience

Nonprofit marketing and PR jobs offer some of the best opportunities to gain practical business experience. Akira Barclay, development director for a private foundation, explains: "Like the corporate world, we are marketing a product... We have to sell someone on the value and impact our organization will have on the community." Nonprofit chair Michael Hoffman expects his recent university graduates "to take their most professional presentation, sales, and financial skills into the offices of the top business leaders of this country." Many nonprofits back these high expectations with on-the-job sales and marketing courses.

The hands-on experience of a nonprofit job amounts to a great opportunity for professional growth. As a nonprofit public relations assistant, "you might be the publications manager, webmaster, special events planner, and media spokesperson--all at the same time. Try that at IBM!" exclaims a university fundraising coordinator. Small foundations offer the best opportunities for entry-level employees to take the reins and gain valuable experience.

Degrees that Launch Non-Profit Careers

If you're headed for a career in nonprofit marketing or PR, a bachelor's degree program in communications, business, or marketing can give you a solid start. Management and director positions will require a Master in Public Administration (MPA) or MBA.

Career prospects are strong in nonprofit marketing and public relations. Salaries have been rising steadily for marketing manager and development director positions. In 2006, the average executive director's salary "cracked the $100,000 mark," according to a survey by The NonProfit Times.

Who knows? By giving real help to real people, you could end up rich and famous too. But with your years of PR training, you'll already know what not to say.

Sources

The NonProfit Times, "2006 Salary Survey"
Future Leaders in Philanthropy, "Meet a Future Leader in Philanthropy"
Monster.com, "Pros and Cons of Nonprofit Work"
About: Nonprofits, "Top Five Reasons to Work at a Nonprofit"
Future Leaders in Philanthropy, "Why Choose the Non-Profit Sector?"

About the Author
Clare Kaufman is a freelance writer specializing in education and career advice. She has a graduate degree in English.

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