For nonprofit organizations, a well-written press release is more than a communication tool—it’s a way to raise awareness, generate community support, attract donors, and build credibility.
Whether announcing a fundraising event, sharing the results of a new study, or launching a new program, a nonprofit press release helps control the narrative while appealing to both media and the public.
Unlike corporate releases, nonprofit communications must strike a balance between professionalism and emotional appeal, highlighting purpose, people, and impact.
Know Your Goal Before You Write
Before drafting your press release, it’s crucial to identify what you want to achieve. Is the goal to attract media coverage for an upcoming event? Generate interest among donors?
Inform the public about a new partnership or initiative? Knowing your objective will shape everything from the tone to the call to action. Without a clear goal, your press release may come off as vague or unfocused—limiting its impact and reach.
Craft a Compelling Headline
The headline is your first chance to make an impression. It needs to be concise, newsworthy, and informative. A strong nonprofit headline often includes action and emphasizes community impact.
For example, instead of “Local Nonprofit Hosts Event,” try “Community Shelter Launches Free Meal Program to Feed 500 Families.” Avoid jargon, make it reader-friendly, and imagine how a journalist might rewrite it for a newspaper or online article. If it wouldn’t make a good headline for them, it probably needs work.
Write a Strong Lede with Key Details
Your opening paragraph (known as the lede) should summarize the most important elements of your story in one or two sentences. Include the who, what, when, where, and why right away.
For example: “On May 25, 2025, Helping Hands Foundation will host its third annual ‘Walk for Water’ event in Central Park, aiming to raise $100,000 to support clean water initiatives in rural India.” This gives journalists and readers the facts they need quickly, helping them decide whether to keep reading.
Focus on Human Impact
Nonprofit press releases work best when they tell a human story. Rather than leading with organizational milestones or internal updates, highlight how your work affects people’s lives.
Feature real individuals who benefit from your services, or volunteers who make a difference. Journalists—and readers—connect with stories about people, not institutions. Whenever possible, include quotes or anecdotes that personalize your mission and bring your work to life.
Include a Relevant and Emotional Quote
Quotes are essential in any press release, and for nonprofits, they offer a chance to convey emotion, perspective, and authenticity. Choose quotes from people who are directly involved in or impacted by the work—executive directors, program managers, volunteers, or beneficiaries.
Make sure the quote adds new insight rather than repeating facts. A good example: “This program has changed my life,” says Maria Lopez, a mother of three who received housing support. “I now have a safe place to call home.”
How to Write a Press Release for a NonprofitOffer Clear, Concise Context
Once the basic facts are out of the way, use the following paragraphs to provide deeper context. This might include statistics about the issue your organization addresses, background on the project, or partnerships with other institutions. Keep paragraphs short and avoid nonprofit jargon—remember, the audience may not be familiar with your internal language or acronyms. Your goal is to educate without overwhelming.
Add a Call to Action
Every nonprofit press release should include a clear call to action (CTA). Whether you want people to donate, attend an event, volunteer, or simply learn more, guide them toward the next step. Place the CTA near the end of the release, and make it easy to follow by linking to your website, donation page, or registration form. For example: “To support the program or register for the event, visit www.helpinghands.org/walkforwater.”
Use Visuals to Support the Story
While the text of your press release carries the message, visuals help amplify it. Include links to high-resolution photos of the people or communities you serve, behind-the-scenes shots of your team in action, or even short videos or infographics. Visuals not only enhance the emotional appeal of your story but also make it more likely that media outlets will pick it up, especially online publications and social media channels.
Format It Professionally
Stick to standard press release formatting. Start with your logo at the top, followed by the release date and contact information. Then insert your headline, subheadline (if needed), and the body of the release.
Use a clear, legible font and break content into short paragraphs. At the end, include a short boilerplate about your organization—a one-paragraph summary that tells readers who you are and what you do. Example: “Founded in 2010, Helping Hands Foundation is a nonprofit dedicated to fighting homelessness through education, housing, and community outreach.”
Distribute Strategically
Once your press release is ready, it’s time to distribute it. Don’t just rely on mass distribution services. Build a media list of local journalists, bloggers, influencers, and news outlets that cover nonprofits, community issues, or your specific field (e.g., education, health, environment).
Send personalized emails with a brief pitch and attach your press release or paste it below your signature. Also, publish it on your website’s media page, share it on social media, and include it in your email newsletter.
Follow Up with Media Contacts
Sending your release is only part of the process. Follow up with key media contacts a few days later to see if they’re interested in covering your story. Be respectful of their time and deadlines, and offer additional assets like interviews, photos, or event access. Building relationships with journalists takes time, but thoughtful follow-ups can increase your chances of getting coverage and turning one story into a series of features.
Measure the Results
After distribution, assess how the press release performed. Did it get picked up by local or national outlets? Did your event registration or donations increase? Use tracking tools like Google Analytics, media monitoring platforms, and UTM links to see how much traffic and engagement came from the release. Understanding what worked—and what didn’t—will help you refine your next PR effort and improve your media strategy.
A well-crafted nonprofit press release is more than an announcement—it’s an invitation to engage with a cause. By focusing on clear messaging, emotional storytelling, and strategic distribution, your organization can increase visibility, grow support, and inspire action.
Whether you’re a small grassroots group or a well-established foundation, investing time in writing effective press releases can pay dividends in public awareness, media attention, and community impact.