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How Nonprofits Can Use Content Marketing to Strengthen Volunteer Recruitment and Advocacy

Published July 7, 2026 at 1248 × 702 in How Nonprofits Can Use Content Marketing to Strengthen Volunteer Recruitment and Advocacy
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How Nonprofits Can Use Content Marketing to Strengthen Volunteer Recruitment and Advocacy

How Nonprofits Can Use Content Marketing to Strengthen Volunteer Recruitment and Advocacy

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Snapshot
MonitoringTM

Our SnapShot Monitoring™ service aggregates eight paid and free social listening and traditional media monitoring tools into one robust, insights-rich platform that constantly evaluates sentiment and our clients’ reputations online. We also track your competitors and document their earned and social media strengths and challenges so you can learn from best practices, understand opportunities that arise, and ensure positioning and messaging differentiation. As part of our competitor monitoring, we gauge their reputational challenges, what they’re doing to secure earned media coverage, the quality of their content, and how they’re doing on social channels and with KOL relationships. All reports outline positioning, messaging, potential crises, and offer valuable insights to address obstacles and opportunities. Each week we compile our findings in an actionable presentation that we share with clients.

SnapShot Monitoring™ reports include:

  • Social media monitoring results (on all platforms)
  • Social media monitoring for our clients’ competitors (on all platforms)
  • Traditional media monitoring results for our client
  • Traditional media monitoring for our client's competitors
  • An executive summary of insights that can help our clients build thought leadership and share of voice
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Influence
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Our InfluenceSmart PRSM methodology centers on making media coverage go to work for you to influence the influencers, which may include policymakers, current and existing partners, funders/donors, advocacy groups, KOLs, and other targeted audiences. Through strategically repurposing earned media coverage, which is highly credible and establishes your thought leadership, and disseminating it to key stakeholders it can go far to accomplish your advocacy, fundraising, partnerships, and legislative agendas. We recommend sharing persuasive media coverage at industry conferences, to legislators through your lobbying firm, to internal staff (e.g., grant writers and resource development team members), and any external stakeholders that can impact your organizational/business objectives. As we always remind our client-partners, “More than 80% of the value of earned media coverage is what happens after we secure it – how it’s strategically repurposed.”

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Thought Leadership Measurement MatrixTM

Rosica’s Thought Leadership Measurement MatrixTM is the PR industry’s first metric-based, comprehensive indicator of thought leadership performance. We built and regularly update this PR and marketing communications measurement tool based on a proprietary algorithm, a series of weighted measures that considers 20 metrics and activities that impact thought leadership.

We also take into consideration new social media channels, emerging technologies, Google’s algorithm changes, and a variety of other digital marketing, communications, and PR industry trends and best practices. We benchmark our clients’ thought leadership performance over time, evaluating the impact of the following scaled activities/variables:

  • Books published
  • Content quality & frequency
  • Data & research
  • Earned media share of voice
  • Email marketing & newsletters
  • Event & conference participation
  • Influencer, KOL & SME relationships
  • Online reputation management
  • Paid media & digital advertising
  • Perception, awareness & reputation
  • Public affairs & government relations
  • SEO rankings of keywords/phrases (inc. inbound links from PR)
  • Social media presence
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  • Positioning & messaging (updated with regularity)
  • Webinars, videos & podcasts you “own”
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Click here to learn more about our thought leadership capabilities.

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Most PR practitioners talk up their media “relationships.” While we have many deep relationships, we continuously expand that circle with real time, in-depth research to find all reporters and producers who are appropriate to tell our clients’ stories. The media field is experiencing swift turnover and we stay ahead by consuming the very media our clients want to secure and pitching them smart story angles. But the real power of generating earned media is what happens afterward. We say, “media begets media.” This adage, which is at the heart of our media relations strategy, is based on our decades of experience and we know its power. PitchSmart PRSM is Rosica’s proven method for seeding broadcast media coverage we secure to prompt and secure print, streaming, and digital media results. In addition, we leverage the storytelling our team does that appears in print and digital media with broadcast and steaming media. These tactics are just some of the steps we take to produce and magnify results. It’s a snowball effect that focuses on knowing the media and sending outlet-appropriate coverage they view as non-competitive, and which can influence them to produce a prompt, related story.

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Rosica’s proprietary SalesSmart PRSM process brings accountability to PR. It takes public relations results and turns them into highly credible, influential selling and marketing tools. With SalesSmart, you can magnify PR results to disseminate thought leadership articles, which position you as the authority, far beyond the readership, listenership, or viewership that media outlets possess. We leverage third-party media endorsements so all marketing communications activities are integrated to generate greater ROI. This can impact purchasing decisions, donations, brand awareness, reputation/image, social reach, and content marketing outcomes. Our SalesSmart PR methodology helps you sell and communicate from the bottom up and the top down (pull through and push marketing tactics). By repurposing our highly credible media placements in an eye-catching format, we effectively deliver credible communiques to stakeholders that can impact their business and key audiences’ perception.

For decades, Rosica has focused on turning PR placements (earned media coverage) into sales tools. In 1999, Chris Rosica attended the Sedona Roundtable, an annual gathering of PR agency owners from around the U.S. There, he met with two of the meeting’s organizers, Tom Harris (PR industry author, consultant, agency co-founder, and teacher who passed in 2018) and Al Croft (PR consultant, agency founder, business coach, and author who died in 2013). It was there that Harris named Rosica’s process for turning media coverage into client sales and fundraising collaterals: “SalesSmart PR.” Over the years, we’ve counselled clients and met with their resource development, web, and sales teams to share strategies for leveraging print, online, broadcast, and streaming media coverage to: create sales collaterals from them; utilize them in email campaigns to customers, donors, and prospects; feature it on our clients’ websites (to improve conversion rates); bolster SEO and qualified website traffic; and share at tradeshows / conferences to influence purchasing behavior and partnership development.

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SEO Marketing

SEO
Smart PRSM

Our approach to PR has always emphasized the importance of helping our clients build inbound “dofollow” links. While many SEO companies today emphasize on-site optimization and content development, it is clear that inbound links still matter. It’s heavy liftingthough, and some digital agencies simply don’t want to exert the effort. That’s where Rosica comes in. Our SEO Smart PRSM tactics yield powerful inbound links from credible media websites to our clients’ domains. The effect is commanding. These powerhouse links strengthen our clients’ reputations and help them manage perception online. We became well-versed in SEO beginning in the late 1990s when we represented a NYC-based digital marketing company. As their agency-of-record, Rosica had to quickly learn about search engine optimization and search marketing. It wasn’t long after partnering with that firm that learned the power of PR content when it’s syndicated and promoted through synopsizing stories into (unique) summaries, sharing articles, and building links to PR coverage (and news releases) to turbocharge SEO.

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  • About
    • Agency Differentiators
    • Leadership
    • PR Measurement
    • Our Books
    • Company Culture
    • AI Tenets
    • Webinar: Nonprofits in Crisis
  • Services
    • Media Relations & Training
    • Thought Leadership
    • Positioning & Messaging
    • Integrated Marketing Communications
    • Social Media Marketing
    • Crisis Communications
    • Online Reputation Management
    • Content Development & Marketing
    • Influencer Marketing
    • Digital Marketing & Website Management
    • Design
    • Public Affairs
  • Industries
    • Nonprofit & Foundation PR Services
    • Education PR & Marketing
    • Healthcare
    • Animal Health &
      Pet Products
  • Our Tools
  • Case Studies
    • Nonprofits
    • Education
    • Healthcare
    • Animal Health &
      Pet Products
    • Crisis Communications
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