Donors do not give only because you ask. They give because they understand the work, trust the organization, and see evidence that their support matters.
That is where press releases can help.
A press release is not a fundraising letter. It gives your nonprofit a credible way to share progress, milestones, partnerships, community impact, and urgent needs with the public.
Start with the story, not the need
Many nonprofit announcements begin with the same problem: “We need funding.”
That may be true. But it is rarely the strongest story.
A better place to start is with what is happening:
- A food pantry is expanding weekend service.
- An animal rescue has reached 1,000 adoptions.
- A youth program received a local grant.
- A shelter is partnering with a business to serve more families.
Each story points to a need. But it also shows action. Donors respond when they can see that your organization is already doing meaningful work.
Use impact as your proof
A nonprofit press release should answer one quiet question in a donor’s mind: “Will my gift make a difference?”
Do not bury the answer.
Include numbers when you have them. How many people served? How many meals delivered? How many students enrolled? How many families housed?
The numbers do not need to be huge. A small local nonprofit may have a stronger story than a national group if the impact is clear and close to home.
For example: “The program served 87 children this summer” is more useful than “The program had a tremendous impact.” One gives the donor something to picture. The other sounds like a brochure.
If you need a refresher on structure, this eReleases guide on how press releases can help drive your nonprofit’s success is a helpful starting point.
Announce milestones donors care about
Not every nonprofit update deserves a press release. But more updates are newsworthy than most organizations realize.
Good donor-focused topics include:
- Program launches that show how a new service fills a community need.
- Grant awards that explain what the funding makes possible.
- Partnerships that expand reach or improve service.
- Impact milestones such as people served, funds raised, or services delivered.
- Events with a public benefit that focus on who the event helps.
National giving remains large, but attention is fragmented. Giving USA reported that U.S. charitable giving reached an estimated $592.50 billion in 2024. Donors are still giving, but nonprofits must work harder to be seen and trusted. You can read the overview from Giving USA.
Make the donor the bridge, not the hero
A press release should not flatter donors so heavily that the people served disappear. At the same time, donors should see where they fit.
The best approach is simple: show the mission, show the gap, and show how support helps close it.
For example:
“Because of community support, the clinic will add two evening appointment windows each week, helping working families access care without missing a day’s pay.”
That sentence credits supporters, explains the result, and keeps the focus on the people helped.
Build trust before the ask
A donor may not give the first time they see your name. That is normal.
Press releases help create a public record of activity. Over time, that record says, “We are here. We are working. We are making progress.”
That matters when donors compare organizations. Groups like Candid have made nonprofit information easier to research, and donors expect to see clear signals before they give.
Your releases can support that trust by linking to reports, naming partners, quoting credible leaders, and showing specific outcomes.
Keep the quote human
The quote is often where nonprofit press releases go soft.
Avoid this:
“We are thrilled to continue our unwavering commitment to empowering underserved communities.”
Try this instead:
“We started this program because families told us they needed help after 5 p.m. This grant lets us stay open later and serve people when they can actually get here.”
That sounds like a person. Donors trust people more than slogans.
End with a clear next step
Do not turn the whole release into a donation pitch. But do give readers a next step.
That might be to learn more, attend the event, volunteer, read the impact report, or donate to support the next phase.
The call to action should match the story. If the release is about a milestone, invite people to help reach the next one.
The bottom line
Press releases attract donors when they tell the truth clearly.
Show the work. Show the people. Show the progress. Then make it easy for someone to take the next step.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn