How To Write A Compelling Non-Profit Press Release

Imagine this: a small nonprofit, working tirelessly in its community, suddenly gets a huge boost. A local news station runs a story, donations pour in, and volunteers sign up. What happened? A well-written press release.

A press release is a formal announcement sent to media outlets. It tells them news you think they should share. For nonprofits, a good press release is like shouting from the rooftops, only with more strategy.

You might think press releases are old news in a world of social media. But they're still super useful. They help you get noticed, land media coverage, attract donors, build trust, and even improve your search engine results. Let’s look into how to make the most of them.

Why Press Releases Matter for Nonprofits

Let’s be real—getting the word out as a nonprofit can be tough. You’re busy making an impact, but if no one knows about your work, it’s harder to get the support you need. That’s where press releases come in. They’re not just for big companies; they’re a powerful tool for nonprofits, too. Here’s why they matter:

1. Reach More Than Just Your Existing Supporters

Most nonprofits rely on social media, email newsletters, and word-of-mouth to spread their message. But those channels mostly reach people who already know you. A press release, on the other hand, can put your mission in front of entirely new audiences—from potential donors to volunteers, and even media outlets looking for inspiring stories.

2. Build Trust Through Media Coverage

When a journalist picks up your story, it’s like a stamp of approval. People trust media sources, so when they see your nonprofit in the news, it reinforces your credibility. Whether it’s a local newspaper, an industry blog, or a major outlet, media coverage can help position your organization as reliable and impactful.

3. Attract New Supporters & Inspire More Donations

A well-written press release isn’t just about making an announcement—it’s about inspiring action. When new audiences read about your work, they may feel compelled to donate, volunteer, or share your mission with others. Even existing donors might be reminded why they support you and choose to give again.

4. Improve Your Visibility in Search Results

A press release that’s distributed online doesn’t just disappear—it stays searchable. If someone is looking for a nonprofit like yours, having press releases published on reputable news sites can help them find you. This is especially helpful if you’re trying to increase awareness for a specific cause or campaign.

5. Share Your Story in Your Own Words

Nonprofits have incredible stories to tell, and a press release is your chance to shape the narrative. Instead of waiting for the media to interpret your work, you get to tell your story your way—highlighting your impact, your mission, and why it matters.

6. Strengthen Your Brand & Reputation

The more often your nonprofit appears in the news, the more recognizable your name becomes. Over time, people start associating your organization with your cause, making it easier for them to trust and support you. A consistent presence in the media helps reinforce your reputation as a leader in your field.

Press releases are more than just announcements—they’re a strategic way to increase visibility, build trust, and inspire action. They help create a clear narrative of who you are, what you do, and why people should care. How do you create one that is effective? Let’s get into what makes a great press release.

Essential Elements of a Nonprofit Press Release: The Anatomy of Success

Every good press release has a few key ingredients.

Headline: Grabbing Attention Fast

Your headline needs to grab attention. Think of it as the first impression. Make it clear and concise.

• Use words that make people want to read
• Add words folks might search to find you
• Examples:
  • Good: "Local Nonprofit Launches Initiative to Provide Meals for Families"
  • Bad: "Our Organization Does Good Things"

Dateline: Setting the Scene

Include the city and date of the release. This is usually at the beginning.

Summary/Sub-Headline:

This is the line right below the headline. Give the reader a quick idea of the release. Sum up the key points you want them to know.

Example:

The Body: Telling Your Story

• First Paragraph: Cover the main points right away. Include who, what, when, where, why, and how. This is the most important part.
• Other Paragraphs: Give more details. Offer context. Use quotes to make it real.
• Keep it Short: Skip complicated wording.
• Show the Impact: Talk specifics of how your work helps.
• Make it a Story: If possible, tell a story to connect with people.

Quotes:

Quotes bring a personal element. Use them from your ED, from people you serve, or from board members.

• Use them to add realness
• Quotes should make people feel linked to your cause.

Example:

Boilerplate: Defining Your Organization

This is a short paragraph that gives info about your nonprofit: its mission, history, and what you do. Keep it the same on all releases.

Example:

Call to Action:

Tell folks what you want them to do: visit your website, donate, volunteer, or attend an event. Make it easy for them to act.

Media Contact Information:

Include the name, title, email, and phone number of someone who can answer questions. Make sure that person is able to respond quickly.

Images and multimedia elements:

• Adding a photo or video can cause your press release to get more views
• Especially important when distributing your release online.

Now that you know the building blocks of a great press release, let's look at some tips for writing compelling content that will capture journalists' attention.

Writing a Compelling Press Release: Tips and Best Practices

A well-crafted press release can increase your chances of media coverage, but not all press releases get picked up. Journalists and editors receive hundreds of pitches daily, so your release needs to be clear, relevant, and newsworthy to stand out. Here’s how to write one that grabs attention and delivers results.

1. Know Your Audience

Before you start writing, consider who you’re trying to reach. Are you targeting industry publications, local news outlets, or national media? Understanding your audience helps you:

• Use the right tone – A business publication may prefer formal language, while a lifestyle blog may appreciate a more conversational approach.
• Choose relevant details – A local newspaper might focus on how your announcement impacts the community, whereas a trade magazine may want more technical insights.
• Align with journalists’ interests – Reporters cover specific beats (e.g., tech, finance, healthcare). Tailoring your press release to their area of expertise increases your chances of coverage.

🌟Tip: Before sending your release, research journalists who cover your industry and personalize your outreach.

2. Is Your News Actually Newsworthy?

Not every company update is worth a press release. Ask yourself: Would the media or public find this interesting? Here are some factors that make a story newsworthy:

✅ Tied to a Holiday or Event – Is your announcement related to an upcoming holiday, awareness month, or industry conference? Journalists often look for timely stories.

✅ Significant Community Impact – Does your news affect local businesses, residents, or a specific group? Community-driven stories often get picked up by local outlets.

✅ A Strong Human Story – Can your announcement be framed around real people? Stories that evoke emotions tend to get more engagement.

✅ Connections to Public Figures or Organizations – Are you collaborating with a well-known brand, influencer, or nonprofit? Recognizable names add credibility and interest.

✅ Something New or Different – Does your product, initiative, or service stand out from the competition? Unique angles help your press release rise above the noise.

If your news doesn’t fit any of these categories, consider other ways to share the update, such as blog posts, social media, or direct outreach to stakeholders.

3. Stick to the Facts—Be Objective

A press release is not an advertisement. Journalists expect objective, fact-based writing, not exaggerated claims or promotional fluff.

Do:
✔ Present the news clearly and concisely.
✔ Support statements with data, quotes, or real-world impact.
✔ Avoid marketing language (e.g., “game-changing,” “revolutionary,” “best of breed”).

Don’t:
✖ Overhype your product or company.
✖ Use excessive adjectives or buzzwords.
✖ Make unverified claims.

🌟Tip: If you remove your company’s name, would the story still make sense? If not, it may be too self-promotional.

4. Proofread Before Sending

Typos and grammatical errors can hurt your credibility and make your release look unprofessional. Before submitting your press release:

• Read it out loud to catch awkward phrasing.
• Use a spell-checking tool, but don’t rely on it entirely.
• Have someone else review it—a fresh pair of eyes can catch mistakes you might miss.

🌟Tip: Journalists are more likely to cover stories that require minimal editing. A polished release saves them time.

5. Follow AP Style for a Professional Look

Most journalists follow Associated Press (AP) style, so using it in your press release increases professionalism and credibility. Some key AP style rules include:

• No Oxford comma – Example: “The event will feature music, food and entertainment.”
• Numbers – Spell out numbers one through nine; use numerals for 10 and above.
• Abbreviations – States should be abbreviated in datelines (e.g., “Los Angeles, Calif.”) but spelled out in body text.

🌟Tip: If you’re unsure about AP style, use online AP style guides or tools like Grammarly’s AP style checker.

6. Keep It Short and To the Point

Journalists have limited time, and most readers skim articles. The best press releases are concise yet informative.

✅ Ideal length – Aim for 300–500 words (one page is best).
✅ Clear structure – Start with the most important information in the first paragraph (who, what, when, where, why, how).
✅ Avoid unnecessary details – Stick to key facts and supporting information.

🌟Tip: If your release is running too long, ask yourself: “Would removing this sentence change the meaning?” If not, cut it.

7. Use Data and Statistics for Credibility

Numbers help reinforce your claims and make your press release more convincing. Instead of saying, “Our new program is a success,” show the proof:

❌ Vague: “Our program has helped many businesses.”
✅ Stronger: “Over 85% of businesses using our program reported a 20% increase in revenue within six months.”

So you've written an amazing press release. What now? Distribution is key.

Distribution Strategies: Getting Your Press Release Seen

• Make a Media List:
  Find the right writers and outlets.
  • Arrange your list by topic and place.
  • Employ media tools to help with this.
• Select the Proper Channels:
  • Paid Services: These firms such as MarketersMEDIA Newswire distributes your release to a big network. Understand their prices and advantages.
  • Direct Contact: Reach out to writers with personalized emails. Offer exclusive stories.
  • Network: Connect with other groups to share your news.
  • Social Media: Post on all of your accounts.
  • Your Site: Place the release on your website’s news page.
• Time it Right: Send your release at the best time and day. Avoid holidays.
• Follow Up: It's okay to contact writers after sending. Be respectful.
• Check Results: Track views, shares, and mentions. Then, use that info to improve future releases.

Nonprofit Press Release Examples

A well-written press release follows a structured format and conveys information clearly. One of the best ways to improve your press release writing is by studying both strong and weak examples.

What Makes a Good Press Release?

A good press release is clear, informative, and engaging. It includes the key details—who, what, when, where, why, and how—right at the beginning. It also maintains a neutral yet compelling tone that makes it appealing to journalists and readers alike.

✅ Good Example:
"Local Food Bank Partners with Grocery Store to Combat Hunger"
This headline is specific and tells the reader what the press release is about. It highlights who (a food bank and grocery store) and what (a partnership to fight hunger).

Source

❌ Weak Example:
"We Do Good Things in the Community"
This headline is vague. It doesn’t tell the reader anything specific, making it easy to ignore.

✅ Good Example:
"[City, State] – [Date] – The [Nonprofit Name] announced…"
This follows the correct press release format, beginning with the dateline and immediately presenting the announcement.

Source

❌ Weak Example:
"FOR IMMEDIATE RELEASE!"
This is unnecessary. Journalists already assume press releases are meant for immediate publication unless stated otherwise.

Using Templates to Streamline Your Writing

Having a press release template on hand can save you time and help ensure your announcements follow a professional format. A good template includes:

• A headline that is clear and specific.
• A strong lead paragraph that answers key questions.
• A body section with supporting details, quotes, and background information.
• A boilerplate with essential company details.
• A media contact section so journalists can reach out for more information.

Common Mistakes to Avoid

Even a well-intended press release can fall flat if it contains avoidable mistakes. Here are some common pitfalls and how to fix them:

🚫 Using Too Much Jargon
Press releases should be easy to understand. Avoid technical terms or industry jargon that might confuse the reader. Instead, use clear, simple language that anyone can grasp.

🚫 Sounding Like an Advertisement
A press release is meant to inform, not sell. Avoid exaggerated claims and promotional phrases like "world-class" or "game-changing." Instead, focus on factual storytelling.

🚫 Forgetting to Proofread
Typos and grammatical errors can make your press release look unprofessional. Always double-check your work or have someone else review it before submission.

🚫 Not Having a Call to Action
Every press release should end with a clear next step. Whether it’s visiting a website, signing up for an event, or contacting a spokesperson, tell readers what they should do next.

🚫 Not Knowing Your Audience
A press release should be tailored to the people reading it. Are you addressing industry professionals? Local media? Potential customers? Adjust your tone and focus accordingly.

🚫 Having No Compelling Story
Journalists and readers are drawn to stories, not just announcements. Make sure your press release has a narrative or human element that makes it newsworthy.

🚫 Skipping Media Contact Information
If reporters or editors want to follow up, they need a way to contact you. Always include a press contact name, email, and phone number in your release.

🚫 Sending It to the Wrong People
A great press release is useless if it doesn’t reach the right audience. Research and build a targeted media list to ensure your news gets in front of relevant journalists and outlets.

Final Thoughts: Get Your Nonprofit’s Story Heard

A well-crafted press release is more than just an announcement—it’s a powerful tool for raising awareness, building credibility, and inspiring action. By following a clear structure, focusing on newsworthy angles, and distributing your release strategically, you can expand your reach and attract new supporters to your cause. Whether you’re launching a campaign, celebrating a milestone, or sharing an impactful story, press releases help you take control of your narrative and get the media attention your nonprofit deserves.

Now it’s your turn—draft your press release, refine your messaging, and get it in front of the right audience. The more people who hear your story, the bigger the impact you can make.