CNC CNC Nonprofit Marketing & Public Relations 2 — Questions and Answers
Question 1: What is 'earned media' in the context of nonprofit public relations?
- Revenue generated from media partnerships
- Free media coverage obtained through news stories rather than paid advertising (Correct answer)
- Digital media content produced by paid staff
- Media purchased through grant funding
Correct answer: Free media coverage obtained through news stories rather than paid advertising
Earned media refers to free media coverage—news articles, TV segments, social media shares—that the organization earns through newsworthy activities rather than paid placement.
Question 2: When developing a nonprofit press release, which element should appear first?
- A list of board members
- The organization's financial statements
- The most newsworthy information in the opening paragraph (Correct answer)
- A detailed history of the organization
Correct answer: The most newsworthy information in the opening paragraph
Press releases follow the inverted pyramid structure, with the most newsworthy and important information in the opening paragraph to immediately capture journalists' attention.
Question 3: What is 'social proof' in nonprofit marketing?
- Verification of the organization's social media accounts
- Evidence of community support, such as testimonials, donor counts, or volunteer numbers, that builds credibility (Correct answer)
- Proof of the organization's social media follower growth
- Documentation of social services provided
Correct answer: Evidence of community support, such as testimonials, donor counts, or volunteer numbers, that builds credibility
Social proof uses evidence of others' support—testimonials, statistics, endorsements—to validate the organization's credibility and encourage new supporters to engage.
Question 4: What is a nonprofit's 'elevator pitch'?
- A fundraising appeal delivered in elevators
- A brief, compelling description of the organization's work that can be delivered in about 60 seconds (Correct answer)
- A pitch deck presented to elevator companies for sponsorship
- A short summary of the organization's financial performance
Correct answer: A brief, compelling description of the organization's work that can be delivered in about 60 seconds
An elevator pitch is a concise, compelling description of the organization's mission, work, and impact that can be delivered in approximately 60 seconds.
Question 5: What is 'content marketing' for a nonprofit?
- Marketing of the organization's physical content library
- Creating and sharing valuable information to attract, engage, and retain a defined audience (Correct answer)
- Developing content solely for paid advertising campaigns
- A strategy limited to producing newsletters
Correct answer: Creating and sharing valuable information to attract, engage, and retain a defined audience
Content marketing involves creating and sharing valuable, relevant content—blog posts, videos, infographics—to attract and engage potential donors, volunteers, and advocates.
Question 6: Which communication channel is generally most cost-effective for nonprofits to reach younger donors?
- Direct mail
- Social media (Correct answer)
- Television advertising
- Print newspaper advertising
Correct answer: Social media
Social media platforms are generally the most cost-effective channel for reaching younger demographics, allowing nonprofits to engage millennial and Gen Z audiences with minimal budget.
CNC CNC Nonprofit Marketing & Public Relations 2
What is 'earned media' in the context of nonprofit public relations?