How to Write a Nonprofit Press Release (Template Included)
Communication is especially important for nonprofit organizations. Without it, they’d struggle to reach their goals and make the positive impact they set out to achieve.
An effective tool to help build awareness and attract attention is a nonprofit press release.
Whether it’s the announcement of a groundbreaking initiative, hosting a fundraising event, or welcoming a new board member, you want your target audience to know about it.
In this blog post, we cover:
- What is a nonprofit press release?
- Why you should write nonprofit press releases
- Nonprofit press release template
What is a nonprofit press release?
A nonprofit press release is an official and authoritative article written by a nonprofit organization to share important updates and news about their work.
While it’s like a traditional press release, nonprofit press releases focus more on the organization’s mission rather than announcement geared toward financial gain.
Topics for nonprofit press releases include but aren’t limited to:
- Event announcements
- Groundbreaking/ribbon-cutting ceremonies
- Collaborations
- Appointments of new board members
- Large donations received
- Volunteer recruitment
- Awards
By using press release distribution, nonprofits can clearly and effectively communicate their news with the press and public to drive awareness and generate a greater impact.
Why write a nonprofit press release?
Press releases serve as a powerful communication tool that helps these organizations spread the word about their mission and emphasize their impactful work.
The more positive attention an organization gets the more likely they’ll be to attract donors, volunteers, and supporters of the cause.
Not to mention, the more positive earned media coverage an organization receives the more credible they seem to the public.
This credibility creates confidence in the public which again, can increase support, donations, and collaborations.
How to write a nonprofit press release
Here are some important tips to consider when drafting your nonprofit press release.
Write a strong headline
The press release headline is the first thing readers see. It determines whether they’ll click or keep scrolling.
Do your best to provide a concise summary of the main message of the campaign and include any details, like a statistic, to pique audience interest. Include a search engine optimization (SEO) keyword.
Be mindful of the length of your press release
Press releases are meant to cover the most important details. They stick to the most important facts and the best ones don’t include fluff. You want journalists to be able to skim your content and understand the main message quickly. The ideal press release length is between 300 – 400 words.
Highlight your nonprofit
While you want to focus on the main message you’re sharing, a nonprofit press release is also an opportunity to highlight your organization’s mission, impact, history, and goals.
This information gives readers context of your news and creates that human connection with your cause.
Avoid jargon
Keep your content simple and to the point. The more straightforward your language, the more people will understand your message regardless of their expertise.
Nonprofit press release template
If you have news to share, use this template to guide your content creation process.
Simply replace what’s in the bracketed text with your information and you’re one step closer to distributing the right message to the right audience at the right time.
Headline. Here are some examples:
New initiative: [Nonprofit Name] Launches [Name of Initiative] to [Share the “Why”]
New board member: [Nonprofit Name] Welcomes [New Board Member Name] to [Board of Directors]
[City, State, Date] – [Nonprofit Name], a nonprofit organization dedicated to [explain your mission], is proud to announce [your news].
Body of the Press Release. This is where you connect the dots for the reader. Support your headline and opening paragraph with important information about the news you’re sharing.
Here are some additional tips to consider:
- Use active voice.
- If it’s an event announcement, include all the important details like the date, time, location, and registration information.
- If it’s a program update, highlight the program’s goal and how someone can support the cause.
- If it’s an awareness campaign, focus solely on the issue at hand and share any statistics, facts, or anecdotes that support your claims.
Quotes from Key Stakeholders. Quotes should typically come from your organization’s founder, someone who holds an executive position, or a topic matter expert. The quotes you include should support your overall message and add credibility to the news you’re sharing.
Call to Action. End your press release with a relevant call-to-action. Depending on your news, you could send readers to where they can donate, sign up for an event, or read more about your new initiative.
About [Your Organization’s Name]
[NAME OF COMPANY] is a [TYPE OF BUSINESS] that was founded in [YEAR]. We [offer/sell/service] clients who need [X, Y, and Z]. We specialize in [A, B, and C]. Our business mission is to [X]. Please contact us at [URL] to learn more about all we can offer.
[ADDRESS]
Please feel free to contact us at [EMAIL] or [PHONE] or follow us on [SOCIAL MEDIA CHANNEL], to learn more.
Media Contact:
[Your Name]
[Your Title]
[Your Organization’s Name]
[Your Organization’s Address]
[Your Organization’s Phone Number]
[Your Email]
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Remember, nonprofit press releases should prioritize the organization’s mission to ultimately improve its financial gain.
To bring your nonprofit’s vision and mission to life, focus on the human element and positive change associated with the organization and use a trusted wire service to share your news.
