How to Write a Non-Profit Press Release (with Example)
A well-crafted press release is one of the most effective ways for non-profits to share their message, attract media attention, and engage donors, volunteers, and the general public.
Whether announcing an upcoming event, launching a fundraising campaign, or celebrating a milestone, a press release helps communicate the right information in a professional and structured format.
Unlike traditional advertising, press releases provide a non-promotional way to gain visibility and credibility. They offer journalists, bloggers, and media outlets a ready-to-publish news piece that aligns with their audience’s interests.
This article will guide you through the process of writing an effective non-profit press release, covering essential elements, best practices, and a sample template to help you get started.
When to Use a Non-Profit Press Release
A non-profit organization can use a press release for various purposes. Here are some of the most common scenarios:
1. Announcing an Event
Non-profits often host events such as charity galas, community outreach programs, and fundraising initiatives. A press release helps spread the word, generate public interest, and attract media coverage.
2. Launching a Fundraising Campaign
Raising funds is a core part of many non-profits. A press release announcing a new campaign can help reach potential donors and encourage contributions.
3. Forming a Partnership or Collaboration
When a non-profit teams up with another organization, a press release can highlight the significance of the collaboration, its goals, and how it benefits the community.
4. Sharing a Major Achievement or Milestone
Whether celebrating a fundraising goal, a new program launch, or a decade of impact, a press release allows a non-profit to showcase its successes.
5. Advocating for a Cause
Non-profits often work to raise awareness about social, environmental, or humanitarian issues. A press release can help spread awareness and inspire action.
Essential Elements of a Non-Profit Press Release
To craft a compelling and effective press release, you need to include the following key components:
1. Headline
The headline should be clear, concise, and attention-grabbing. It should immediately convey the main point of your press release.
Example: Local Non-Profit Launches Food Drive to Feed 10,000 Families This Winter
2. Subheadline (Optional but Recommended)
A subheadline provides additional context or details about the press release.
Example: Community Initiative Aims to Raise $50,000 to Provide Meals for Families in Need
3. Dateline
This includes the location and date of the press release. It helps establish credibility and timeliness.
Example: New York, NY – February 10, 2025
4. Lead Paragraph (The 5 Ws: Who, What, When, Where, Why)
The first paragraph should summarize the most important information in a single, compelling sentence.
Example: Hope for All, a local non-profit dedicated to fighting hunger, is launching its annual winter food drive to support 10,000 families in New York. The initiative kicks off on March 1, 2025, and aims to raise $50,000 to provide food assistance to those in need.
5. Body Paragraphs (Supporting Details & Quotes)
Expand on the key details, including:
- The mission and impact of the non-profit
- Testimonials or quotes from key stakeholders
- Additional information about the event or campaign
Example:
"Food insecurity is a growing crisis in our community, and no one should have to go hungry," said Jane Doe, Executive Director of Hope for All. "Our goal is to ensure that families have access to nutritious meals, especially during the winter months."
6. Call to Action
Encourage the audience to take action—whether it’s donating, attending an event, or spreading the word.
Example: Donations can be made through Hope for All’s website at www.hopeforall.org. Volunteers are also encouraged to sign up to help distribute food packages throughout the city.
7. Boilerplate (About the Organization)
Provide a brief summary of the non-profit’s mission and history.
Example:
About Hope for All:
Hope for All is a 501(c)(3) non-profit organization dedicated to fighting hunger and poverty in New York. Since 2010, the organization has provided over 1 million meals to families in need. For more information, visit www.hopeforall.org.
8. Contact Information
Include the name, phone number, and email of a media contact.
Example:
Media Contact:
Jane Doe
Executive Director, Hope for All
Phone: (555) 123-4567
Email: [email protected]
How to Write an Effective Non-Profit Press Release
Writing an engaging press release requires a balance of clarity, conciseness, and storytelling. Follow these best practices to ensure your message stands out:
1. Keep It Clear and Concise
Journalists and media professionals receive dozens of press releases daily. To capture their attention, keep your writing straightforward and to the point. Aim for 400–600 words, ensuring the most important information appears at the beginning.
2. Use a Compelling Story
Instead of just stating facts, frame your press release in a way that resonates emotionally with the audience. Highlight personal stories, community impact, or urgent needs.
Example: Instead of “Hope for All is organizing a winter food drive,” say “A single mother of three, struggling to put food on the table, will now receive the support she desperately needs, thanks to Hope for All’s food drive.”
3. Incorporate Facts, Figures, and Testimonials
Statistics and quotes add credibility and make your press release more compelling.
Example:
"According to Feeding America, over 34 million people in the U.S. face food insecurity, including 9 million children," said John Smith, Director of Community Relations. "Our mission is to make sure no family in our community goes hungry."
4. Keep It Newsworthy
Your press release should provide valuable, newsworthy information. Ask yourself:
- Is this relevant to a broad audience?
- Does it offer a unique angle or timely information?
- Would a journalist find this story compelling?
5. Use an Active Voice and Avoid Jargon
An active voice makes your writing more engaging. Instead of “The food drive will be hosted by Hope for All,” say “Hope for All will host a food drive.”
6. Format for Readability
Use:
- Short paragraphs (2-3 sentences each)
- Bullet points for clarity
- Bold text for key details (if appropriate)
Where to Distribute Your Non-Profit Press Release
Once you've written a strong press release, the next step is getting it in front of the right audience. Here are some of the best distribution channels for non-profit press releases:
1. NewswireJet – The Best Press Release Distribution for Non-Profits
NewswireJet is an affordable and highly effective press release distribution service that helps non-profits gain widespread media coverage. With NewswireJet, you can:
- Reach top-tier media outlets and journalists who cover non-profit news.
- Get your press release featured in Google News, increasing your online visibility.
- Distribute your release at a cost-effective rate, perfect for non-profits with limited budgets.
NewswireJet ensures your message reaches the right audience, helping you attract donors, volunteers, and community support while maximizing your impact.
2. Local and National Media Outlets
Send your press release directly to newspapers, TV stations, and radio networks in your area. If your story has a broader appeal, consider reaching out to national media outlets as well. Be sure to contact journalists who specialize in non-profit activities or community news.
3. Other Online Press Release Distribution Services
Aside from NewswireJet, you can also consider services like:
- PR Newswire – A widely recognized but premium-priced option.
- EIN Presswire – A more budget-friendly choice with broad exposure.
However, NewswireJet stands out as a cost-effective, high-impact solution tailored to small and mid-sized non-profits.
4. Non-Profit Websites and Blogs
Many platforms focus on non-profit news and philanthropy. Submit your press release to:
- NonProfit Quarterly
- Philanthropy News Digest
- Charity Village
Getting featured on these sites helps increase credibility and attract more supporters.
5. Organization’s Website and Blog
Post your press release in a "News" or "Press" section on your website. This helps improve SEO and ensures that visitors can easily find your latest updates.
6. Social Media Channels
Share key highlights from your press release on Facebook, Twitter, LinkedIn, and Instagram. Tag relevant media outlets, journalists, and influencers to increase visibility and engagement.
7. Email Campaigns to Supporters and Stakeholders
Send your press release to your email list, including:
- Donors
- Volunteers
- Community partners
- Corporate sponsors
Encourage them to share the press release within their networks to expand its reach.
Common Mistakes to Avoid
Even well-intentioned press releases can fail if they contain common mistakes. Here’s what to watch out for:
1. Making It Too Promotional
A press release should focus on news and impact, not fundraising appeals. Avoid overly promotional language like “Donate now to change the world.” Instead, present the facts and let the audience decide to take action.
2. Weak or Vague Headlines
A generic headline like “Local Non-Profit Hosts Event” won’t grab attention. Instead, use a specific and compelling headline like “Hope for All Launches Food Drive to Feed 10,000 Families This Winter.”
3. Burying the Lead
Journalists and readers should immediately understand what your press release is about. If the most important information is hidden in the third or fourth paragraph, they might not read that far.
4. Lack of Contact Information
Always include a name, email, and phone number so journalists can easily reach you for more details.
5. Forgetting to Follow Up
Don’t assume that just sending a press release guarantees coverage. Follow up with journalists via email or phone to see if they need additional information.
Sample Non-Profit Press Release
FOR IMMEDIATE RELEASE
Hope for All Launches Winter Food Drive to Feed 10,000 Families
New York, NY – February 10, 2025 – Hope for All, a local non-profit organization dedicated to fighting hunger, has launched its annual Winter Food Drive, aiming to provide meals for 10,000 families in need. The initiative will run from March 1 to March 31, with a goal of raising $50,000 in donations and food supplies.
"Food insecurity is a growing crisis in our community, and no one should have to go hungry," said Jane Doe, Executive Director of Hope for All. "Our goal is to ensure that families have access to nutritious meals, especially during the winter months."
The food drive will take place across multiple drop-off locations throughout New York City, where residents can donate non-perishable food items. Additionally, monetary donations can be made through Hope for All’s website to help purchase fresh food for families in need.
The initiative is supported by local businesses, schools, and volunteers who are coming together to make a difference. Last year’s campaign successfully provided over 8,500 families with essential food supplies, and this year’s goal is even higher.
"We encourage everyone to contribute in any way they can—whether through food donations, financial support, or volunteering. Every effort counts toward fighting hunger in our community," added John Smith, Director of Community Relations at Hope for All.
How to Get Involved
- Donate: Monetary donations can be made at www.hopeforall.org.
- Drop-Off Locations: Non-perishable food donations can be dropped off at designated collection sites across the city. A list of locations is available on the website.
- Volunteer: Individuals and groups can sign up to help sort and distribute food supplies.
About Hope for All
Hope for All is a 501(c)(3) non-profit organization dedicated to fighting hunger and poverty in New York. Since 2010, the organization has provided over 1 million meals to families in need. For more information, visit www.hopeforall.org.
Media Contact
Jane Doe
Executive Director, Hope for All
Phone: (555) 123-4567
Email: [email protected]
Final Tips for a Successful Non-Profit Press Release
1. Keep It Newsworthy
Make sure your press release has a strong angle that makes it relevant and interesting to a broad audience.
2. Use a Human-Centered Approach
Stories with real people’s experiences resonate more than statistics alone. If possible, include quotes or testimonials from beneficiaries.
3. Leverage Multimedia
Adding photos or videos to your press release can make it more engaging and shareable.
4. Send It at the Right Time
The best time and days to send press releases are Tuesday, Wednesday, or Thursday between 8:00 AM and 10:00 AM in the recipient’s time zone. Avoid weekends and holidays when media attention is lower.
5. Track Your Results
Monitor how your press release performs by tracking media coverage, website traffic, and engagement levels on social media.
Conclusion
A well-written non-profit press release can make a significant impact, helping to increase awareness, attract media coverage, and inspire action.
By following the guidelines outlined in this article, your non-profit can craft compelling press releases that effectively communicate its mission and drive real change.
If you’re looking for an affordable and effective way to distribute your press release, consider using services like NewswireJet, which offers targeted distribution to help non-profits gain visibility.
