Writing a press release might sound like something only big companies do, but it’s actually a powerful tool for nonprofits, too.
Whether you’re announcing a new program, a fundraising event, or just want to get your mission in front of more people, a good press release can help you grab attention and spread the word.
It’s not just about sounding official, it’s about making it easy for people, especially the media, to understand what you’re doing and why it matters.
What is a nonprofit press release?
A nonprofit press release is a short, clear announcement you write to share something newsworthy about your organization. Think of it like your official voice, it tells the media and the public what’s happening, why it matters, and how they can get involved. It could be about a new program you’re launching, a big donation you received, or an upcoming event you want the community to know about.
The goal isn’t to tell your whole story, it’s to give just enough information to catch someone’s attention and get them to reach out or spread the word. Journalists, bloggers, and local news outlets love press releases because they’re easy to scan and use when covering community stories. And when done right, yours can help your nonprofit get noticed by the people who care most about your mission.
When to write a press release for a nonprofit organization
Not everything your nonprofit does needs a press release, but some moments are too good to keep quiet. A press release is the right move when you’ve got real news to share, something that matters to your community, your donors, or the press.
Here are a few good times to send one:
- You’re hosting a fundraising event. Let people know what’s happening, when, and how they can take part or donate.
- You’ve received a major donation or grant. This can help build trust and encourage others to give, too.
- You’re launching a new program or service. Make sure the people who need it, and those who support it, hear about it.
- You’re partnering with another organization. Show how you’re working together to do more for your community.
- You’ve won an award or been recognized. Celebrate your team’s hard work and let others see the impact you’re making.
- You need to respond to a crisis or important issue. Clear, timely updates build trust when it matters most.
These are just a few examples, but the main idea is simple: if it’s something that affects your mission and the people you serve, it’s probably worth writing about.
Anatomy of a successful nonprofit press release
If you’ve never written a press release before, don’t worry, it’s more formula than magic. The best ones follow a simple structure that helps readers (especially busy journalists) get the full picture fast.
Let’s break it down piece by piece.
Write a compelling headline and lead
Your headline is the first thing people see. Keep it short, clear, and focused on what’s new or exciting. Think like a news reader: would this make you want to know more?
Right after the headline comes your lead sentence. This should answer the big question: Why should anyone care? Make it punchy and easy to understand. Imagine explaining it to a neighbor in one sentence.
Use the inverted pyramid to structure your content
Start with the most important info, what happened, who’s involved, and why it matters. Then add the extra details (like quotes or background info) further down. Think of it like this: if someone only reads the first paragraph, they should still get the main message.
Include a mission-driven story or quote
Adding a real quote makes your release feel human and relatable. This could be from your executive director, a volunteer, or someone your nonprofit has helped. The quote should reflect your mission and show the heart behind the news.
Don’t forget the 5 Ws and 1 H
This means: Who, What, When, Where, Why, and How. These details help your readers understand the full picture without having to dig.
Incorporate boilerplate information
At the bottom, include a short “About Us” paragraph. This is where you describe your nonprofit organization, your mission statement, and your impact. It’s called the boilerplate and it shows up in every press release you send.
Provide complete contact information
Make it easy for someone to follow up. Add your media contact’s name, phone number, email address, and website URL. You can also include social media handles. This info usually goes on the left side or bottom of the release, in a separate section.
Nonprofit press release template (copy + paste format)
Having a template can save you time and help you stay focused. Below is a simple format you can copy, tweak, and use whenever you need to write a press release. Just fill in the blanks with your nonprofit’s details.
Headline:
Keep it short, clear, and newsworthy.
Dateline (City, State – MM/DD):
Your first sentence should include the most important info, what’s happening, when, and why it matters.
Paragraph 1:
Give a clear summary. Include the “what,” “who,” and “why.” This is the part that grabs attention.
Paragraph 2:
Add supporting details. Explain how the news connects to your mission. You can include numbers, stories, or any key facts.
Paragraph 3 (optional):
Insert a quote here. This could be from your executive director, a board member, a volunteer, or someone impacted by your work.
Paragraph 4 (optional):
Include any next steps or relevant background info. If you’re promoting an event, add how people can attend or support it.
Call to action:
Make it clear what you want readers to do, visit your website, donate, sign up, show up, etc.
Boilerplate (About Us):
[Your nonprofit name] is a [short description of your mission, who you serve, and where you’re based]. For more information, visit [your website URL].
Media contact:
Name
Phone number
Email address
Social media handles (if helpful)
How to distribute your press release effectively
Writing a solid press release is only half the job, the other half is making sure the right people see it. Distribution doesn’t have to be fancy or expensive, but it does need to be thoughtful.
Share with local media and relevant media outlets
Start with local media. These are the people most likely to care about your story and share it with your community. Look for local newspapers, TV stations, radio shows, and blogs that cover nonprofits or community events. When possible, send your release to a specific reporter or editor, not just a generic inbox.
This is also where it helps to build relationships with journalists. If you’ve met someone at a local event or seen them cover a story like yours, reach out personally. A quick note that connects the dots between your story and their past work goes a long way.
Publish on your website and social media
Add the press release to your nonprofit’s blog or news section. Then, share it across your social media handles, Facebook, LinkedIn, Instagram, wherever your audience is active. Don’t just drop a link; write a short caption that explains why it matters and encourages people to read or share it.
Send personalized emails to media contacts
Instead of blasting your release to a big list, write a few targeted emails to key media contacts. Include a short intro (2–3 sentences) explaining why your story matters and how it fits their beat. Then paste the press release right into the body of the email, no attachments.
Repurpose for newsletters and partner outreach
Your press release can also go in your monthly donor email, volunteer newsletter, or even partner updates. Ask board members or ambassadors to forward it to their networks. The more eyes on your message, the better.
Track performance and follow up
Once your press release is out in the world, don’t just cross your fingers and hope for the best. Tracking what happens next helps you learn what’s working, and how to do it even better next time.
Start by watching your website traffic. If you’ve included a link in your press release or social posts, tools like Google Analytics can show if people are actually clicking through. Look for spikes in visits after distribution.
If you’ve emailed the release to media contacts, keep an eye out for responses. Did a local outlet run your story? Did a blogger reply with questions? Even if the answer is no, that’s useful information for future outreach.
You can also set up Google Alerts for your nonprofit’s name or the event you promoted. This way, you’ll know if someone picks up your story and shares it online.
Last, take a moment to follow up with media contacts, especially the ones who opened your email or clicked the link. A short, friendly check-in (“Just making sure you saw this, happy to share more details if helpful”) can keep the conversation going.
Over time, these small habits help build stronger connections, and get your future press releases even more attention.
Connect your nonprofit with people who care
A well-written press release can do more than just share news, it can open doors, spark conversations, and connect your nonprofit with people who care. Whether you’re announcing a big event, highlighting a new program, or celebrating a milestone, the way you tell your story matters.
Stick to the basics: keep it clear, make it personal, and always think about what your audience, especially the media, needs to know first. And don’t forget to follow up and build on each release as you go. The more you practice, the easier it gets.
If you'd rather not go it alone, Harness is here to help. From strategy to execution, we support nonprofits with smart tools and hands-on support that take the guesswork out of communications. Let’s make your next story count.
