WMPRSA Members Bring Critical Thinking Skills to Good Works as Volunteers

WMPRSA members bring critical thinking skills to good works as volunteers

By Shandra Martinez

April is National Volunteer Month, and a fitting time to celebrate the contributions communication professionals make in their community, putting their skills to work for nonprofits in a volunteer capacity.

In WMPRSA alone, more than 40 members serve on the board and committees, doing a range of good works from mentoring students to raising money for scholarships.

Longtime chapter member and Amway executive Beth Dornan, APR, is board chair of Family Futures, a nonprofit in the early childhood development space that helps parents prepare their children for kindergarten and beyond.

“The combination of supporting parents and enabling kids to be ready to succeed in school has really long-range, positive impact on not just those families, but our community at large,” said Beth, explaining her attraction to the organization. Previously, she served nine years on the Rockford Education Foundation board.

‘Very, very valuable’

Her interaction with Family First began when she was asked to help the organization address a small crisis. Over a few hours, she assisted with laying out a messaging framework. She was asked to join the board months later.

“PR people are very, very valuable board members,” Beth said. “Not only can you help with the overall audience strategy for an organization, but the sheer tactical elements of writing, editing and advising them on how to promote themselves to different audiences are hugely beneficial to an organization.”

As a GVSU adjunct professor in the public relations department, she encourages her students — and recent grads — not to wait to volunteer their talents with nonprofits. Serving on a nonprofit’s board or committee is a smart career move. It’s an effective way to build a portfolio quickly and build a professional network — all while doing good in the community. 

Professional communicators often bring strategic thinking skills to their volunteer work.

“If you can think through how to present something, how to tell a story, how to sell something, those are skills that are transferable to so many different areas outside of PR or advertising or marketing communications,” Beth said. “If you can't tell it, you can't sell it.”

Opening doors

An avid golfer, Jason Manshum has been volunteering with the West Michigan chapter of First Tee for two years. The international organization founded in the U.S. uses the game of golf as a vehicle for teaching life skills.

As a board member and chair of the development committee, Jason has written and reviewed a lot of the chapter’s media materials, from press releases to setting up media interviews.

“I'm using my communication skills on the fundraising side, whether it's reaching out to foundations or corporations or individuals, we're looking at funding the program,” Jason said.

“I think it helps with relationship-building and perhaps opening some doors for the First Tee staff.” 

In 2020, Jason began teaching public relations at his alma mater, Grand Valley State University, and he became an independent consultant with 45th Parallel Strategies, LLC, after decades of working for high-profile clients such as Enbridge Energy and Nestle Waters. His focus is on providing strategic communication counsel on a variety of issues, especially with his experience in environmental issues across Michigan.

Leading by example

Clare Wade, APR, Fellow PRSA, a strategic communications partner at Spectrum Health, often recommends to students and professionals that volunteering is an excellent way to pursue your passions and share your expertise.

She leads by example as vice president and board member at St. Cecilia Music Center and at WMPRSA as a former president and board member and current membership committee member. She co-chairs the 20-plus-year cohort with Karen Kirchenbauer.

Volunteer work has enabled her to be part of projects that are greatly improved by the many talents at the table, including public relations.

Communication professionals, in their role as a community leader and a PR expert, can help bring clarity to conversations by listening to diverse perspectives and asking questions that drive to a common understanding — by focusing on what to communicate, what matters most to the people that need to be reached and how to measure that success.

“Volunteering can be so rewarding. I really enjoy meeting people who have different skills and life experiences. We all learn something new from each other, and usually end up in a different and better place because of it,” Clare said.

If you’re looking to pursue your passions while sharing your expertise as a volunteer, WMPRSA can connect you with plenty of opportunities.