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Navigating PR Challenges in Nonprofits: Insights from World Vision Hong Kong Leadership

Explore insights from Dr. Thomas Chance, CEO of World Vision Hong Kong, on effective fundraising and public relations strategies in the nonprofit sector. Drawing from his experiences during a critical PR crisis and subsequent recovery efforts, he highlights the importance of transparency, swift action, and maintaining public trust. This overview chronicles World Vision’s operational landscape, fundraising trends in Hong Kong, and essential lessons learned about public perception, organizational integrity, and the significance of effective communication in rebuilding a nonprofit's image.

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Navigating PR Challenges in Nonprofits: Insights from World Vision Hong Kong Leadership

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  1. DR. THOMAS CHANCEOWORLD VISION CHINA PR AND FUNDRAISING – NGO PERSPECTIVE

  2. WORLD VISION 世界宣明會 • International Relief & Development Organization, established 1950 • Operations in over 90 countries • Global Revenue 2001 US$964,209 • Fundraising in Hong Kong since 1960s

  3. Personal Background • Neurosurgeon by training • 1996 CEO WV HK / China • EMBA course - Kellogg School of Management, Northwestern U / HKUST • Share from experience in PR during my 7 years of fundraising practice

  4. Crisis and the Come back:- • 1995-96 into a PR Crisis • Previous CEO involved in a sexual harassment case • Wide public interest and media coverage for months • Tainted image that affected our fundraising results

  5. Damage Control :- • Swift and decisive actions • New management team • Internal morale • Communicate with key stakeholders • Address concerns of public at large • Slowly rebuild image with solid PR strategy, after 3 years.

  6. WV Hong Kong Annual Income 1992 – 2002

  7. WV Hong KongFundraising Trends 1992 - 2002

  8. Lessons learned:- • PR vital to nonprofit organization • Extend beyond its primary public • Must correctly gauge public attitude • Act swiftly and decisively in face of possible media crisis • Image is everything for nonprofits • Prevention rather than cure

  9. Philip Kotler on the goals of PR effort:- • To communicate with the public (to inform and be informed) • To form orchange public attitudestowards the organization (building goodwill and trust)

  10. Top Concerns of the Public:- • Integrity • Effectiveness • Contribution makes a difference • Efficiency • Overhead Costs

  11. Overhead Costs in HK$ Million 1992 –2002

  12. WV Hong KongFundraising Cost Trends

  13. WV Hong KongAdmin Cost Trends

  14. WV Hong KongTotal Cost Trends

  15. PR Strategy:- Relationship • Publications - primary publics • Annual Report, magazine to donors circulation 81,000 • Audio-visual • Spokespersons • Personal Contact • Speeches to groups • Mass Media • Advertisement

  16. To prevent PR crisis:- • Staff relations • Recruitment – character on top of competency • Feedback from the public • Transparency- volunteers, visitors • Maintaining Goodwill and Trust • Quality of work– “ good words can only follow good deeds”

  17. P.R. stands for:- • Performance • Recognition

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