Most companies funnel marketing money into channels like social media, SEO, or even paid ads. While those are profitable areas to invest in, PR is often overlooked in nonprofit marketing. In fact, 90% of professionals think that PR and marketing are integrating, demonstrating how integral press releases and other PR tactics have become in today’s digital world.
But why should nonprofit companies, specifically, consider press releases? They’re a powerful tool that communicates your nonprofit’s latest news, event, or achievement to a broader audience. Press releases can reach various stakeholders, including potential donors, volunteers, and media outlets.
Ultimately, by mastering the art of the press release, nonprofit companies can leverage their impact and engage with supporters in a more meaningful way. Still unconvinced? Let’s explore the benefits of using press releases to promote your nonprofit’s mission.
What’s a Press Release?
As a nonprofit business or organization, getting your message out there is of utmost importance. But with so much out there to compete with, how do you ensure your voice is heard? That’s exactly what a press release is for!
At its core, a press release is simply a formal statement delivered to the media for publication or broadcast. In other words, it’s a way of getting your organization’s message out to the world in a controlled and strategic way.
There are several different types of press releases that nonprofit organizations can use to achieve different goals. Here are just a few to provide some context and press release ideas you might find useful for your company.
Event Press Release
Hosting a fundraiser or charity event? You can use an event press release to ensure that local media outlets know the details. This type of press release for nonprofit companies allows you to share the who, what, when, where, and why of your event and highlight the impact it will have on your cause.
Product or Service Announcement
Do you have a new product or service that will make a big difference in the world? A press release is the perfect way to share the news with your audience. This type of release should focus on the benefits of your new offering and its impact on your mission.
Accomplishment Press Release
Whether you’ve just received a major grant or achieved a significant milestone, an accomplishment press release is a great way to share the good news with the world. Highlighting your achievements not only helps to build your credibility in the eyes of the public but also shows donors and supporters that your organization is having a real impact.
Benefits of Press Releases
Press releases can be a valuable tool for any nonprofit company. They offer a cost-effective way to:
- Promote your cause
- Reach a wider audience
- Establish credibility
By leveraging these benefits, your nonprofit can increase its visibility, attract support and donations, and further its mission. Let’s explore each of those benefits more in-depth, though, so you can start to see how to harness the power of these marketing materials.
Increased Visibility
Press releases allow nonprofits to reach a wider audience than they might through other forms of advertising. When media outlets pick up a press release, it can reach thousands or millions. This exposure can help raise awareness for your organization’s mission and attract new donors, volunteers, and supporters.
Credibility
Press releases allow nonprofits to establish themselves as credible sources of information. This is critical in today’s digital age, full of fake news and false claims. How does a press release help, though?
When a reputable media outlet publishes a press release, it can help to increase your organization’s credibility and legitimacy. This can be especially important for nonprofits that are new or less well-known.
Cost-Effective
Many nonprofits operate on limited budgets, and traditional advertising can be prohibitively expensive. Press releases, on the other hand, are relatively inexpensive to produce and distribute. While you will likely need to pay for a well-written press release, many media outlets will publish press releases for free once written.
Targeted Messaging
Press releases can be tailored to reach specific audiences. For example, a nonprofit focusing on animal welfare might target pet-related publications and websites. This allows your organization to reach people already interested in the cause, increasing the likelihood that they will support it.
Search Engine Optimization (SEO)
When a press release is published online, it can help to improve the nonprofit’s search engine rankings. This is because press releases typically include backlinks to the organization’s website, which can help to boost its visibility.
In addition, press releases are often shared and reposted on social media or via email. Depending on your nonprofit sector, this could further increase its exposure.
Event Promotion
Does your nonprofit often host events to raise awareness and generate support for its cause? Press releases are an effective way to promote these events to the public.
You can attract attendees and generate media coverage by providing information about the event. This can help to promote the organization’s mission further.
Crisis Management
Inevitably, nonprofits will face challenges and crises. Press releases can be critical in mitigating damage to the organization’s reputation.
When a crisis occurs, a press release can communicate the organization’s response and efforts to address the issue. This can help restore public trust and prevent further damage to your nonprofit company’s reputation.
Writing Press Releases for Nonprofit Companies
Ready to write a press release for your nonprofit company? Great! We ultimately suggest getting a professional PR team to draft up your first press release, but here are some tips on how to write a press release for a nonprofit that’s engaging, informative, and effective.
Elements of a Successful Press Release
Every great press release starts with a killer headline. Your headline needs to grab the reader’s attention and accurately reflect the content of the press release. Your headline should be compelling, clear, and concise.
Then, it’s time to start writing the real meat of the press release: the opening paragraph.
Your opening paragraph needs to be informative and catchy. It’s your chance to hook the reader and encourage them to keep reading. Your opening paragraph should briefly summarize the press release and highlight why the information is important and relevant.
The body of your press release should provide more detailed information about your nonprofit, its mission, and its accomplishments. Use quotes from your Executive Director or other key staff members to add human interest and credibility. Avoid jargon, and explain any technical terms in plain language.
You’re getting close to the end, so you need to think about what action you want people to take after reading the press release. This is called the call to action.
A call to action can be anything, such as a request for readers to donate, attend an event, or volunteer. Make it easy for readers to take action by providing links, phone numbers, and other contact information.
Finally, don’t forget to include a boilerplate. It’s a standard paragraph about your organization that can be used in every press release. Keep it short and sweet, but ensure it provides a clear overview of your nonprofit’s mission, programs, and successes.
Writing a Press Release for Nonprofits: Best Practices
It’s critical to understand who your audience is before writing a press release for a nonprofit. Consider who you want to reach with the release and tailor the content to their interests and needs.
Avoid using technical jargon or complicated language. Use plain language that everyone can understand. Also, rely on quotes, facts, and statistics from credible sources to validate your nonprofit’s work and accomplishments.
Don’t forget that timing is everything when it comes to press releases. Send your press release out early enough for it to be published before your event or deadline.
And finally, don’t be afraid to follow up with journalists and bloggers after sending your press release. A personal email or phone call can help secure media coverage and build relationships with reporters.
Consider PR Writing Services
Crafting a press release for a nonprofit organization can be difficult, especially if you’re not a natural writer. It requires a deep understanding of the organization’s:
- Goals
- Mission
- Accomplishments
While some may consider writing their own press releases, investing in professional PR writing services can provide numerous benefits.
Specialist PR writers have the expertise and experience to create compelling narratives. These skills capture the attention of media outlets and effectively convey the nonprofit’s message to the public.
The cost of hiring a specialist may seem like a lot, sure. However, the return on investment can be significant. As mentioned above, a well-written press release can:
- Drive donations
- Increase awareness
- Elevate your organization’s brand
Moreover, you and your team can focus on what you do best by outsourcing this task! Instead of agonizing over the wording and format of press releases, you can dedicate your time to achieving your nonprofit’s mission and impacting the communities you serve.
Get a Press Release
Ready to publish a press release but don’t want to write it yourself? Let us do it for you! We have years of experience writing press releases for nonprofit companies and other businesses.
View our case studies to see our impact, and then contact us with any questions!