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How to Write a Press Release for a Nonprofit

By March 15, 2024No Comments
A nonprofit organization's building with a large envelope on the rooftop
Estimated Reading Time: 4 minutes

In the bustling world of news and media, crafting a press release that stands out is akin to finding a needle in a haystack. For nonprofits, the challenge is even greater, with the need to capture hearts and minds, all while competing for a slice of the public’s attention. Let’s dive into the art of creating a press release that not only gets noticed but also inspires action.


Before you even type the first word of your press release, understanding the foundation is crucial. This is where your nonprofit’s story begins.

Know Your Why

Every nonprofit has a mission, a reason that fuels its existence. This is your “why.” It’s the driving force behind your press release. Before drafting, take a moment to reflect on this. What message do you want to convey? How does your event, announcement, or news tie back to your core mission? This clarity will guide your writing, ensuring your press release is imbued with purpose and passion.

Identify Your Audience

Who needs to hear your message? Is it the local community, potential donors, or perhaps a broader national audience? Understanding your target audience is pivotal. It shapes the language you use, the media outlets you target, and even the timing of your release. Tailor your message to resonate with your intended audience, making it relevant and compelling.


At its heart, a press release is a story. But not just any story—a story that needs to be seen and heard.

Creating a Visual Narrative

Remember, journalists are inundated with text. What can make your press release stand out is its ability to paint a picture. Are you hosting an event? Describe the setting, the people, the energy. Launching a new program? Share a compelling anecdote or a powerful quote from someone your nonprofit has helped. Make your story come alive with vivid details that beg to be shared.

The Headline: Your Opening Act

The headline of your press release is your first, and sometimes only, chance to grab attention. It should be both informative and intriguing, giving a taste of what’s to come without revealing the whole story. Think of it as the title of a novel, inviting readers into your world.


With your story at the ready, it’s time to delve into the specifics of crafting your press release.

Structure and Format

A well-structured press release follows a tried-and-true format. Start with your headline, followed by a dateline. Your opening paragraph should answer the who, what, when, where, and why. Subsequent paragraphs can delve deeper into the details, ending with a boilerplate about your nonprofit and a point of contact. This structure not only makes your release easy to read but also easy for journalists to pull information from.

Language and Tone

The language you use should be clear, concise, and free of jargon. Remember, you’re writing for a broad audience. The tone should match your nonprofit’s personality—whether that’s hopeful, urgent, or inspiring. Above all, your passion for your cause should shine through, making readers feel connected to your mission.

Utilizing Multimedia

Enhancing your press release with multimedia elements can significantly boost its impact. Consider including photos, videos, or infographics that visually represent your story. Visual content not only captures attention but also helps convey emotions and messages that words alone may struggle to express. Ensure that any multimedia you include is high-quality and relevant to your press release.


Writing a compelling press release is only half the battle. Now, you need to ensure it reaches the right eyes and ears.

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Choosing the Right Channels

Where does your audience get their news? Local newspapers, radio stations, online news outlets? Identifying the right channels is crucial for getting your press release noticed. Don’t overlook the power of social media to amplify your message, either.

Timing is Everything

The timing of your press release can greatly affect its impact. Aim for a slow news day when possible, avoiding major holidays or events that could overshadow your story. Early in the week can be a sweet spot, giving journalists time to craft their stories before the weekend lull.


Once your press release is out in the world, consider additional strategies to expand its reach and impact.

Collaborating with Influencers

Partnering with influencers or key figures in your nonprofit’s field can help amplify your message. Influencers often have a dedicated following that trusts their recommendations and opinions. By collaborating with influencers who align with your mission, you can reach a broader audience and generate more interest in your cause.

Hosting Press Events

Organizing press events or conferences can provide journalists with firsthand experience of your nonprofit’s work. These events offer opportunities for in-depth interviews, live demonstrations, and networking. By creating engaging and informative press events, you can strengthen relationships with the media and secure more coverage for your organization.


Your press release is out in the world, but your work isn’t done yet.

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Engaging with Media

After sending out your press release, be proactive. Follow up with key journalists or outlets who might be interested in your story. Offer additional information, interviews, or photo opportunities. This not only shows your enthusiasm but also makes their job easier—a win-win.

Measuring Success

Finally, take the time to reflect on the outcome. Did your press release get picked up? What kind of feedback did you receive? Use these insights to refine your approach for next time, continually honing your ability to tell your nonprofit’s story in a way that captivates and inspires.

In the end, writing a press release for a nonprofit is about more than just sharing news. It’s an opportunity to tell your story, to connect with your community, and to inspire action. With the right approach, your press release can be a powerful tool in your mission to make a difference.

As you strive to make a difference with your nonprofit, remember that your story deserves to be heard. At Real News PR, we’re dedicated to helping organizations like yours amplify their message. With our unique blend of content creation, media services, and public relations expertise, we can elevate your press release from mere words on a page to a compelling narrative that resonates with audiences. Whether you’re in Dallas, Fort Worth, Southlake, Austin, or beyond, our team is ready to help you Unlock Your Story’s Potential Now. Let’s work together to inspire action and drive your mission forward.

Real News PR

Real News PR is a full-service PR and digital content agency headquartered in Dallas, TX with locations throughout DFW and Austin. Founded in 2008 by Emmy-award winning journalist Jeff Crilley, is your strategic partner in earned media, content creation, and public relations. We are a team of former journalists-turned-PR professionals with comprehensive production capabilities to elevate your brand, manage your reputation, and drive your growth.