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Non Profit Press Release: Why You Should Write One and How to Do It

A non profit press release has many benefits and is an essential part of any nonprofit press kit. When you publish your press release online or to a distribution service, you not only boost your SEO through inbound links, but you also raise awareness for your event or cause.

But many nonprofits don’t realize that they should write them, while others are intimidated because they don’t have the staff or experience in publishing them. We’ve created these guiding principles for how to write a press release for a non-profit organization. We’ve also included several non profit press release templates and examples that can help you start telling your story and gain publicity for your cause! 

How to Write a Non Profit Press Release

1. Remember the Goal

The goal of a non profit press release is to help news organizations write a story about your event, campaign, or impact in the community. Often, the release will be republished in its entirety. Keep in mind that press releases aren’t just for journalists anymore. Rather, you can include them as part of your nonprofit social media strategy, on your website, or in your nonprofit newsletter to gain traction.

2. Hook the Reader

Grabbing your reader’s attention in the first sentence(s) of your non profit press release is crucial. After all, journalists mine through numerous releases to find a story worth covering, and if yours isn’t interesting, it’s not likely to make the cut. Make sure your first few sentences are catchy, compelling, and informative. Give a general overview of what your reader should expect in the rest of the release.

3. Tell Your Story

Tell a story that will hold your reader’s interest. Include the mission of your nonprofit, and why you do what you do. Find a way to spark an emotional connection, while still answering the who, what, when, where, and why of the event. This is one of the most important parts of writing a press release for a nonprofit.

4. Don’t Exaggerate

Try to avoid phrases like “revolutionary,” “groundbreaking,” and “never seen before.” This is hyperbole, which has no place in a non profit press release. Remember, you are conveying news. It doesn’t need to be dry and devoid of excitement, but rather report the facts of your event in an interesting way.

5. Contextualize Your News

Tie your story to a growing trend or movement within your cause or sector. Set up Google Alerts to stay in-the-know about news in your field. If you find a relevant trend, consider how you can work it into your press release, but be careful not to force it. You’re better off leaving it out if it feels too forced.

7. Keep SEO in Mind

While you’re writing a press release for a nonprofit., keep SEO in mind. Optimize your release with relevant keywords weaved through the paragraphs.This will help your press release rank higher in search results and will increase the likelihood that it will be read.

8. Use Images!

It is important to use a photo in your nonprofit press release. Not only will it make your content stand out from the rest, but it will help boost your SEO as well. Make sure to use high-quality, publication ready photographs in your release. Your images should tell your story, so steer clear from stock photos. Instead, include original photos of your organization or project. A simple logo will do if necessary.

Sample Non Profit Press Release Templates

Now that you know the key components of a good non profit press release, it’s time to take a look at some templates and real-world examples to help you get started. The following press release examples are separated by function:

Press Release Template for Non Profit Event

While the content of non profit press releases may vary, they typically follow a similar format. This allows for journalists to quickly scan your release and decide whether they want to share it. This press release template for a non profit event will show you the basic structure you should aim for:

Dog Tales Animal Shelter Hosts Walk-a-thon to Promote Pet Adoptions
FOR IMMEDIATE RELEASE

Asheville, North Carolina–Dog Tales Animal Shelter invites the Asheville community to register for their upcoming event, “Doggie Walk-a-ton” on Sunday May 31, 2020. The event will begin at 11:00 at Dog Tales Animal Shelter on Sunnybrook Rd., and conclude at 1:30 at Asheville Community Park. Dog Tales encourages community members to register as dog-walker volunteers on their Get Connected volunteer management system at www.dogtales.galaxy.com.

The Doggie Walk-a-ton, sponsored by Galaxy Digital, aims to raise community awareness surrounding pet adoption. All dogs in this event are residents of Dog Tales Animal Shelter and are seeking their forever homes. Registration for the event is free of charge, and all participants will be entered into a raffle to win a one year supply of dog food.

“Our Doggie Walk-a-ton is a yearly hit,” says Laura Goodman, Executive Director of Dog Tales Animal Shelter. “Not only do we find new homes for dogs that need them, but we also exceed our fundraising goals and participation goals every year-it’s incredible!”

Following the event, community members are encouraged to mingle and play with the dogs in Asheville Community Park. Toys and treats will be provided. There will also be a complementary picnic on-site.

For more information about Dog Tales Animal Shelter or how to get involved or support the organization, please visit www.dogtales.galaxy.com

About Dog Tales Animal Shelter

Dog Tales is an animal shelter that works to connect every dog with the warm, loving home they deserve.

Media Contact:
Laura Goodman
lgoodman@example.com
(123) 456-7890
www.dogtales.galaxy.com

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Press Release For New Executive Director

Our client, United Way of King County, does an excellent job of frequently updating their community through press releases. This is an example of a non profit press release they wrote to announce their new president and CEO. We like this press release because it does a fantastic job incorporating interesting, informative quotes throughout the copy. These quotes not only help provide context to the reader, but they also illustrate the gracious character of the incoming CEO. 

Press Release for Non Profit Fundraiser

Friends of Prentice is a nonprofit organization who “works in partnership with Northwestern Medicine Prentice Women’s Hospital to advance the quality of women’s healthcare by investing in emerging technologies and medical advancements.” Every year, they hold a black-tie fundraising gala.

Here is an excellent press release they wrote for this year’s gala. We like this example because they included a photo that adds a personal, human touch to their press release. Remember, people like to see human faces, and these are often the most interesting visuals.

They also included compelling stats, like the impressive $750,000 they raised for women’s health during the fundraiser, as well as the $20M they’ve awarded as grants to medical researchers. This establishes their authority in this particular nonprofit field, and would encourage reporters to reach out to them.

How to Write a Press Release for a Grant

When Volunteer Iowa distributed over $107,000 from the Volunteer Generation Fund, they authored an excellent example for how to write a press release for a grant.

They included all of the who, what, when, where, and why information in short, concise copy that conveyed the most relevant details to journalists reading their release. They even used bullet points that made it easy for readers to scan the release for the most important information.

A non profit press release is a very important tool for representing your nonprofit to the media and greater community. They can be used to enhance the visibility, reputation, and knowledge of your organization. Keep these principles in mind, and you’re sure to write an attention-grabbing, widely read release for your next big story!