Companies use press releases all the time to make their company and message more visible to the public, investors, and their employees.
But should nonprofit companies consider press releases? Absolutely! They’re a powerful tool that communicates your nonprofit’s latest news, event, or achievement to a broader audience. Press releases can reach various stakeholders, including potential donors, volunteers, and media outlets.
Ultimately, by mastering the art of the press release, nonprofit companies can leverage their impact and engage with supporters in a more meaningful way. Still unconvinced? Let’s explore the benefits of using press releases to promote your nonprofit’s mission.
What’s a Press Release?
As a nonprofit business or organization, getting your message out there is of utmost importance. But with so much out there to compete with, how do you ensure your voice is heard? That’s exactly what a press release is for!
At its core, a press release is simply a formal statement delivered to the media for publication or broadcast. In other words, it’s a way of getting your organization’s message out to the world in a controlled and strategic way.
There are several different types of press releases that nonprofit organizations can use to achieve different goals. Here are just a few to provide some context and press release ideas you might find useful for your company.
Event Press Release
Hosting a fundraiser or charity event? You can use an event press release to ensure that local media outlets know the details. This type of press release for nonprofit companies allows you to share the who, what, when, where, and why of your event and highlight the impact it will have on your cause.
Product or Service Announcement
Do you have a new product or service that will make a big difference in the world? A press release is the perfect way to share the news with your audience. This type of release should focus on the benefits of your new offering and its impact on your mission.
Accomplishment Press Release
Whether you’ve just received a major grant or achieved a significant milestone, an accomplishment press release is a great way to share the good news with the world. Highlighting your achievements not only helps to build your credibility in the eyes of the public but also shows donors and supporters that your organization is having a real impact.
How to Write a Nonprofit Press Release: A Simple Guide
Here’s a straightforward guide on how to write an effective nonprofit press release.
1. Start with a Catchy Headline
Your headline is the first thing people will see, so make it count. It should be clear, engaging, and informative. Use active words and keep it short. For example, “Local Nonprofit Launches Free Reading Program for Children.”
2. Provide the Essential Information
Start your press release with the date and location. This helps frame the news and gives it context. For instance, start with “New York, April 22, 2024 —”.
3. Write a Strong Opening Paragraph
The first paragraph should answer the most important questions: who, what, when, where, why, and how. This part of the press release is crucial because it provides the key details of your news. For example, “On May 5, 2024, the Community Literacy Foundation will launch a free reading program for children aged 6 to 12 at the Downtown Public Library.”
4. Include Quotes
Add a personal touch with quotes from relevant people within your organization, like the CEO or project leader. This can give more insight and a personal perspective on the news. A quote might look like this: “We believe every child deserves access to books, and our new reading program aims to turn that belief into reality,” said Jane Doe, CEO of the Community Literacy Foundation.
5. Provide More Details
After the opening paragraph, use the next few paragraphs to dive deeper into the news. Discuss the background, any additional details, and the impact or importance of the announcement. Be concise but informative.
6. Add a Boilerplate
A boilerplate is a short paragraph at the end of the press release that describes your nonprofit. It includes who you are, what you do, and where to find more information. This helps people who are unfamiliar with your organization get a quick overview.
7. Include Contact Information
Always end your press release with the contact details of the person who can provide more information. This should include their name, phone number, and email address. For example:
For more information, please contact:
John Smith, Public Relations Manager
Phone: 123-456-7890
Email: [email protected]
8. Keep It Professional and Proofread
Make sure your press release looks professional. Use a clean format and a standard font. Before sending it out, proofread it carefully to avoid any typos or grammatical errors.
9. Distribute it Using a Press Release Distribution Service
eReleases.com’s press release distribution service gives you:
- Significantly wider reach to targeted journalists who are interested in your story
- Submission of your story to the national PR Newswire, the leading newswire for press releases in the world.
- Review and suggestions, if necessary, from our staff of professional press release editors
- Our unique WireWatchTM report, providing proof of distribution, and URLs where you can see your press release being published online
- All at a significantly discounted CauseWire price, just for nonprofits!
What Should a Nonprofit Write a Press Release About
Do you want the attention a press release will bring to your nonprofit, but don’t know what to write about? Here are 50 topics nonprofits can (and should!) write press releases about:
- Announcing a new program or service: Your nonprofit wants to let people know about a new way you are helping the community.
- Sharing the impact of your work: Your nonprofit wants to tell everyone about the good things you have done.
- Celebrating a milestone anniversary: Your nonprofit has been helping for a long time and wants to celebrate this special moment.
- Recognizing a major donation: Someone gave a lot of money to your nonprofit, and you want to say thank you.
- Promoting an upcoming event: Your nonprofit is planning a fun or helpful event and wants people to come.
- Highlighting a successful fundraising campaign: Your nonprofit raised a lot of money and wants to share this good news.
- Announcing a new partnership: Your nonprofit is working with another group to help even more people.
- Introducing a new executive director or board member: Your nonprofit has a new leader and wants everyone to know about them.
- Sharing research findings: Your nonprofit found out something important and wants to tell the world.
- Responding to a current event or crisis: Something big happened, and your nonprofit wants to say how you are helping.
- Launching a new website or digital platform: Your nonprofit has a new website or app to help people better.
- Announcing a capital campaign: Your nonprofit is raising money to build or improve something big.
- Celebrating the opening of a new facility: Your nonprofit has a new building or space to help people in.
- Sharing the results of a program evaluation: Your nonprofit checked how well your programs are working and wants to share what you learned.
- Promoting a new book or publication: Your nonprofit wrote a book or report and wants people to read it.
- Announcing a merger or acquisition: Your nonprofit is joining with another group to be even stronger.
- Highlighting a major policy change: Your nonprofit helped make an important rule or law change.
- Sharing the receipt of a major grant: Your nonprofit got a big amount of money to help with your work.
- Announcing a new corporate sponsor: A big company decided to help your nonprofit with money or other support.
- Celebrating the achievement of a long-term goal: Your nonprofit finally did something you have been working on for a long time.
- Promoting a new volunteer opportunity: Your nonprofit needs more people to help and wants to invite them.
- Announcing a celebrity endorsement or partnership: A famous person is helping your nonprofit and you want everyone to know.
- Sharing the impact of a disaster relief effort: Your nonprofit helped people after a big emergency and wants to share what you did.
- Highlighting the work of a outstanding volunteer or employee: Your nonprofit wants to thank someone who did a really good job helping.
- Announcing a new scholarship or grant program: Your nonprofit is giving money to help people learn or do something important.
- Sharing the results of a successful advocacy campaign: Your nonprofit worked hard to change something and wants to celebrate your win.
- Promoting a new educational resource or curriculum: Your nonprofit made something to help people learn and wants to share it.
- Announcing a new international partnership or program: Your nonprofit is helping people in another country and wants everyone to know.
- Celebrating the graduation of program participants: People finished your nonprofit’s program and you are very proud of them.
- Sharing the impact of a community outreach initiative: Your nonprofit went out to help people and wants to share the good things that happened.
- Announcing a new award or recognition: Your nonprofit or someone who works there got a prize for doing good work.
- Highlighting the launch of a new product line: Your nonprofit is selling things to help raise money for your work.
- Sharing the results of a successful pilot program: Your nonprofit tried a new way of helping and it worked well, so you want to tell everyone.
- Promoting a new speaker series or educational event: Your nonprofit is bringing in experts to teach people about important things.
- Announcing a new board of directors: Your nonprofit has new people helping to make big decisions about your work.
- Celebrating the retirement of a long-time leader: Someone who helped lead your nonprofit for a long time is leaving, and you want to thank them.
- Sharing the impact of a corporate partnership: A company helped your nonprofit in a big way and you want to share the good results.
- Announcing a new research initiative: Your nonprofit is going to study something important and wants people to know about it.
- Highlighting the work of a partner organization: Your nonprofit is helping another group and wants to share the good work you are doing together.
- Promoting a new virtual event or webinar: Your nonprofit is holding an event online and wants people to attend from anywhere.
- Sharing the results of a successful social media campaign: Your nonprofit used social media to spread your message and it worked really well.
- Announcing a new sustainability initiative: Your nonprofit is working to help the environment and wants to share your plans.
- Celebrating the launch of a new mobile app: Your nonprofit made an app to help people and wants everyone to try it.
- Sharing the impact of a mental health program: Your nonprofit is helping people feel better and wants to share how it’s working.
- Announcing a new diversity, equity, and inclusion initiative: Your nonprofit is working to make sure everyone is treated fairly and wants to share your plans.
- Highlighting the work of a youth advisory board: Young people are helping your nonprofit make decisions and you want to share their ideas.
- Promoting a new community garden or urban farming project: Your nonprofit is helping people grow food and wants to invite others to join.
- Sharing the results of a successful voter registration drive: Your nonprofit helped people sign up to vote and wants to celebrate how many people you reached.
- Announcing a new animal welfare program: Your nonprofit is helping animals and wants to share what you are doing.
- Celebrating the success of a job training program: Your nonprofit helped people learn new skills to get better jobs and wants to share their stories.
Benefits of Press Releases
Press releases can be a valuable tool for any nonprofit. They offer a cost-effective way to:
- Promote your cause
- Reach a wider audience
- Establish credibility
By leveraging these benefits, your nonprofit can increase its visibility, attract support and donations, and further its mission. Let’s explore each of those benefits more in-depth, though, so you can start to see how to harness the power of these marketing materials.
Increased Visibility
Press releases allow nonprofits to reach a wider audience than they might through other forms of advertising. When media outlets pick up a press release, it can reach thousands or millions. This exposure can help raise awareness for your organization’s mission and attract new donors, volunteers, and supporters.
Credibility
Press releases allow nonprofits to establish themselves as credible sources of information. This is critical in today’s digital age, full of fake news and false claims. How does a press release help, though?
When a reputable media outlet publishes a press release, it can help to increase your organization’s credibility and legitimacy. This can be especially important for nonprofits that are new or less well-known.
Cost-Effective
Many nonprofits operate on limited budgets, and traditional advertising can be prohibitively expensive. Press releases, on the other hand, are relatively inexpensive to produce and distribute. While you will likely need to pay for a well-written press release, many media outlets will publish press releases for free once written.
Targeted Messaging
Press releases can be tailored to reach specific audiences. For example, a nonprofit focusing on animal welfare might target pet-related publications and websites. This allows your organization to reach people already interested in the cause, increasing the likelihood that they will support it.
Search Engine Optimization (SEO)
When a press release is published online, it can help to improve the nonprofit’s search engine rankings. This is because press releases typically include backlinks to the organization’s website, which can help to boost its visibility.
In addition, press releases are often shared and reposted on social media or via email. Depending on your nonprofit sector, this could further increase its exposure.
Event Promotion
Does your nonprofit often host events to raise awareness and generate support for its cause? Press releases are an effective way to promote these events to the public.
You can attract attendees and generate media coverage by providing information about the event. This can help to promote the organization’s mission further.
Crisis Management
Inevitably, nonprofits will face challenges and crises. Press releases can be critical in mitigating damage to the organization’s reputation.
When a crisis occurs, a press release can communicate the organization’s response and efforts to address the issue. This can help restore public trust and prevent further damage to your nonprofit company’s reputation.
Best Practices for Writing a Press Release for Nonprofits
It’s critical to understand who your audience is before writing a press release for a nonprofit. Consider who you want to reach with the release and tailor the content to their interests and needs.
Avoid using technical jargon or complicated language. Use plain language that everyone can understand. Also, rely on quotes, facts, and statistics from credible sources to validate your nonprofit’s work and accomplishments.
Don’t forget that timing is everything when it comes to press releases. Send your press release out early enough for it to be published before your event or deadline.
And finally, don’t be afraid to follow up with journalists and bloggers after sending your press release. A personal email or phone call can help secure media coverage and build relationships with reporters.
Consider PR Writing Services
Crafting a press release for a nonprofit organization can be difficult, especially if you’re not a natural writer. It requires a deep understanding of the organization’s:
- Goals
- Mission
- Accomplishments
While some may consider writing their own press releases, investing in professional PR writing services can provide numerous benefits.
Specialist PR writers have the expertise and experience to create compelling narratives. These skills capture the attention of media outlets and effectively convey the nonprofit’s message to the public.
The cost of hiring a specialist may seem like a lot, sure. However, the return on investment can be significant. As mentioned above, a well-written press release can:
- Drive donations
- Increase awareness
- Elevate your organization’s brand
Moreover, you and your team can focus on what you do best by outsourcing this task! Instead of agonizing over the wording and format of press releases, you can dedicate your time to achieving your nonprofit’s mission and impacting the communities you serve.
Get a Press Release
Ready to publish a press release but don’t want to write it yourself? Let us do it for you! We have years of experience writing press releases for nonprofit companies and other businesses.
View our case studies to see our impact, and then contact us with any questions!