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Panelists advise small nonprofits to use partners, pro bono services and storytelling to expand reach
Summary
During an audience Q&A, panelists recommended that small nonprofit organizations recruit passionate champions, ask funders to amplify success stories, pursue pro bono marketing and reserve funds for outreach to grow visibility and funding.
At the Columbus Metropolitan Club forum, small nonprofit leaders seeking ways to reach low‑income residents were advised to leverage partnerships, storytelling and pro bono services rather than rely solely on internal budgets.
Brian Urbanski of the Aubrey Affordable Housing Foundation told the panel his organization has no advertising or PR budget and asked how small nonprofits can get the word out. Panelists recommended three practical steps: cultivate passionate volunteers and advocates who will tell the organization’s story in the community; ask foundation partners and other funders to help amplify success stories and introductions; and seek pro bono work from companies that offer marketing or communications services.
Megan Cummings, of Philanthropy Ohio, suggested that foundations sometimes act as a “seal of approval” and can connect small groups to donors and networks. Another panelist urged organizations to invest some funds in outreach as a growth strategy: “What could be achieved if more people knew about our mission and it inspired more money to come to us so we could serve more people,” she said.
Panelists also suggested practical storytelling tactics such as elevating client outcomes and having clients tell their own stories to build credibility and attract support. No formal programs or funding commitments were announced during the Q&A; advice was framed as practical outreach strategies for cash‑strapped nonprofits.
