Nonprofit PR and marketing offers more than just a warm feeling inside

Subaru can promise a lot. Buy a new car, ads assure viewers, and get priceless family memories and muddy adventures in return. And the most tangible thing of all: a new Subaru in your driveway. United Way has a tougher sell: Exchange your hard-earned cash to “advance the common good.” Nothing will glisten in your driveway. Nothing will make the neighbors jealous—unless they see the break you got on your taxes.

Rarely do nonprofits get to offer a return on investment that you can hold, touch or see. And yet communicators at nonprofits and causes continually make a successful pitch. Almost every household in the United States gives to charity—at an average of nearly $3,000 a year. In Advertising Age’s list of the top 15 ad campaigns of the 21st century, 2 were for charities or causes. A third was for a public transportation PSA.

Nonprofits are doing something right. Not only do we all have something to learn from them, the time might be right to start working for one. For many COM alums, nonprofits have become places to build gratifying careers, attain executive job titles ahead of schedule, produce creative magic and win big headlines.