Public Relations and Fundraising Managers
1. OVERVIEW
Public Relations (PR) and Fundraising Managers are responsible for enhancing the public image of their organizations or clients, and for managing campaigns aimed at securing funding or donations. PR Managers develop communication strategies to improve an organization’s public image, while Fundraising Managers coordinate activities that bring in donations. These roles require strategic thinking, exceptional communication skills, and the ability to handle high-pressure situations.
2024 Median Pay: $132,870 per year
Job Growth (2023–2033): 7% (Faster than average)
Typical Education: Bachelor's degree
Work Experience in a Related Occupation: 5 years or more
On-the-job Training: None
Number of Jobs (2023): 116,600
Job Outlook (2023-33): +7,700 jobs projected annually
2. Role Breakdown by Level
Entry-Level Role: Public Relations and Fundraising Manager
Job Titles: Public Relations Coordinator, Fundraising Assistant
Education: Bachelor's degree in public relations, communications, business, or a related field. Some employers may prefer candidates with a master's degree.
Experience: Typically, 0-2 years of experience in a related field, such as PR, communications, or nonprofit work.
Certifications: Not required at entry-level, though certification in PR or fundraising can be beneficial.
Core Duties:
Assist in crafting press releases, newsletters, and other communication materials.
Coordinate media relations and assist with event management.
Help manage donor databases and communicate with potential donors.
Track and report on media coverage and fundraising progress.
Salary Range: $47,000 – $67,000 per year
Key Skills:
Strong written and verbal communication
Social media expertise
Event planning and coordination
Basic fundraising and donor management skills
Mid-Level Role: Senior Public Relations and Fundraising Manager
Job Titles: Public Relations Manager, Fundraising Manager, Media Relations Manager
Education: Bachelor's degree (Master’s may be preferred).
Experience: 3-7 years of experience in PR or fundraising.
Certifications: Optional, but certifications such as the Certified Fund Raising Executive (CFRE) or Public Relations Society of America (PRSA) Accreditation are beneficial.
Core Duties:
Develop and implement PR and fundraising strategies for the organization.
Manage media relations, write speeches, and organize press conferences.
Supervise junior PR or fundraising staff and assist in campaign management.
Manage donor relations and major gift solicitation.
Salary Range: $67,000 – $120,000 per year
Key Skills:
Leadership and team management
Advanced fundraising strategies and relationship-building
Media relations and public speaking
Event management and strategic communication
Senior-Level Role: Director of Public Relations and Fundraising
Job Titles: Director of Communications, Director of Public Relations, Director of Fundraising
Education: Master’s degree in public relations, journalism, communications, nonprofit management, or business.
Experience: 10+ years of experience in the field, including management and strategic oversight.
Certifications: Advanced certifications such as CFRE (Certified Fund Raising Executive) and Public Relations Society of America Certification can be beneficial.
Core Duties:
Lead and oversee all PR and fundraising efforts within the organization.
Develop high-level strategies for both media relations and fundraising campaigns.
Manage relationships with key stakeholders, donors, and media outlets.
Analyze and report on PR and fundraising performance to senior executives.
Ensure that PR strategies align with the organization's mission and goals.
Salary Range: $120,000 – $200,000+ per year
Key Skills:
High-level leadership and team coordination
Advanced knowledge of media relations and crisis management
Expertise in budgeting and financial management for fundraising campaigns
Strategic thinking and problem-solving
3. How to Become a Public Relations or Fundraising Manager
Education Requirements:
Entry-Level: A bachelor's degree in public relations, communications, business, or a related field is typically required.
Mid-Level: Bachelor’s degree with additional experience. Master’s degree in communications or nonprofit management may be beneficial for higher-level roles.
Senior-Level: Master’s degree or professional certifications (CFRE, PRSA) can help in advancing to executive roles.
Work Experience in a Related Occupation:
Experience as a public relations specialist, fundraiser, or communications coordinator is essential for career progression.
Licenses, Certifications, and Registrations:
PRSA Accreditation: Public Relations Society of America offers certifications that can enhance a manager's credentials.
CFRE Certification: Fundraising managers can obtain certification from CFRE International to demonstrate competency in the field.
Other Relevant Certifications: Depending on the industry, other certifications may include advanced communication or business management credentials.
Training:
On-the-job training and mentorship from senior professionals help in understanding the nuances of the role.
Many organizations offer in-house training or sponsor employees for professional development opportunities.
4. Skills & Tools
Core Skills:
Communication: Public relations and fundraising managers must be able to clearly convey messages both in writing and orally.
Leadership: They often lead teams and need strong leadership and management skills.
Problem-Solving: Handling issues and providing solutions quickly, especially in crisis situations.
Organizational Skills: Ability to plan and execute multiple events, media campaigns, or fundraising initiatives at once.
Creativity: Required to design compelling campaigns and strategies.
Financial Management: Managing budgets and ensuring that fundraising goals are met.
Tools & Equipment:
Social Media Platforms: Facebook, Twitter, Instagram for PR campaigns and outreach.
Fundraising Platforms: Tools like GoFundMe, DonorPerfect for managing donations.
Media Monitoring Tools: Meltwater, Cision for tracking media coverage.
CRM Software: Salesforce, DonorSnap for managing donor relationships.
5. Work Environment
Work Schedule: Full-time roles, with many working more than 40 hours per week, especially during busy campaign seasons. Evening or weekend work may be required for events or media engagements.
Work Locations: Primarily office-based, but also includes travel for media appearances, fundraising events, and meetings with potential donors.
Stress Level: High-pressure work environments, especially for managing public image and coordinating large fundraising events.
6. Pay
Median Annual Wage (2024):
Fundraising Managers: $123,480
Public Relations Managers: $138,520
Salaries by Specialty:
Public Relations Managers: $138,520
Fundraising Managers: $123,480
Public Relations and Fundraising Managers (overall): $132,870
7. Job Outlook
Job Growth: 7% from 2023 to 2033, faster than the average for all occupations.
Annual Openings: Approximately 8,900 openings each year, mainly due to the need to replace retiring workers.
8. Related Occupations
Advertising, Promotions, and Marketing Managers: $159,660 per year
Fundraisers: $66,490 per year
Public Relations Specialists: $69,780 per year
Market Research Analysts: $76,950 per year
9. Resources for Learning & Advancement
Books:
“Public Relations: Strategies and Tactics” by Dennis L. Wilcox and Glen T. Cameron
“Fundraising for Social Change” by Kim Klein
Online Courses:
LinkedIn Learning offers courses in PR and fundraising strategies.
Coursera offers courses in communication, public relations, and nonprofit management.
Certifications:
Public Relations Society of America (PRSA) certification for PR professionals.
Certified Fund Raising Executive (CFRE) certification for fundraisers.
Communities:
Reddit: r/PublicRelations and r/Fundraising for career advice, networking, and resources.
YouTube: Channels providing tutorials and case studies on PR and fundraising strategies.
