NEW YORK (WCBS 880) -- Every company needs a dedicated public relations team. For non-profits, the skill set is slightly different.
David Munshine, of the Munshine Group in New Jersey, specializes in marketing for non-profits, including hospitals and human services organizations, as well as colleges and universities.
Munshine said the company is more than just a fundraising consulting firm. They're also a communications firm and help clients with strategy and implementation.
"We may hear from clients when they have major initiatives such as a building campaign or something where they're really looking to take things to the next level," Munshine said.
He tells Joe Connolly in this week's Small Business Spotlight, sponsored by BNB Bank -- Community Banking from Montauk to Manhattan," that he has a pipeline of multi-year projects in the works.
"We may have a three-year campaign, we may be engaged a year at a time so the opportunity to renew the client base when those contracts and projects turn over is very important but at any particular time we'll pipeline that's about equal to the size of the client base and those opportunities can take months to come to fruition or not. And sometimes it's the ones that call you and are really hot to trot and then you get in there and you talk to them and realize that as an outsider you can bring that fresh perspective," Munshine said.
Check out the video above for tips on how non-profits should ask for money in the fundraising process.