7 Key Elements of a Dynamic Press Release for Nonprofits

For nonprofits, press releases serve as a valuable means to raise awareness for their causes, promote programs and services, and attract volunteers and donors.

When crafting a press release tailored for nonprofits, it’s essential to incorporate seven key elements:

This article will cover these elements, providing comprehensive insights and valuable tips on creating a compelling press release that catches and retains the attention of its readers.

Writing a Headline

Crafting an attention-grabbing headline is crucial in a press release, as it’s the first thing journalists will notice. To make your headline effective, keep it clear, concise, and engaging. Use strong action words and verbs that capture readers’ attention. Keep it short and to the point, using keywords people will likely search for. Avoid using complicated jargon or technical terms, and proofread your headline carefully before hitting send.

These tips will help take your headline to the next level.

  • Use numbers or statistics to make your headline more interesting.
  • Keep it under 70 characters long.
  • Use alliteration or puns to make your headline more memorable.
  • Answer the question “What’s in it for me?” in your headline.

The Dateline

The press release dateline, positioned at the beginning of the document, provides journalists with essential details about the location and release date of the news. 

Here is the standard dateline format:

San Francisco, CA [January 1, 2023]

Incorporating a dateline in the opening line of your press release is crucial as it enables journalists to ascertain the release location and date promptly. This information is valuable for journalists seeking to authenticate the press release’s accuracy or assess its relevance to their audience.

Press Release Introduction

The introduction serves as the initial paragraph of a press release, aiming to summarize the essential news clearly and concisely briefly. It should address the fundamental questions of who, what, when, where, why, and how. 

Here is an example of how to structure an introduction:

[City, State] – [Date] – [Your Organization] is thrilled to announce that its recent fundraising event was a huge success! The event, which was held on [date] at [location], raised over [amount] in donations.

The event was attended by over [number] people, who enjoyed a night of food, drinks, and entertainment. The highlight of the evening was a live auction, which featured a variety of items donated by local businesses and individuals.

The funds raised from the event will go towards supporting [your organization’s mission]. This includes providing [list of programs or services].

[Your Organization] is grateful to everyone who attended the event and donated to the cause. We are committed to making a difference in our community, and your support will help us to achieve our goals.

The introduction should be engaging and effortlessly discernible to captivate journalists’ interest, luring them to read further into the details.

The Body of Your News

The body section of a press release serves as an opportunity to provide additional context and detailed information about the news you are announcing. It allows for including background information, insightful quotes, and supporting statistics. The body should exhibit clear organization, readability, and sustained engagement for journalists.

Here are a few more tips for writing the body section of your press release:

  • Use clear and concise language.
  • Avoid jargon and technical terms.
  • Use quotes from people involved to add credibility and interest.
  • Use statistics to support your claims.
  • Proofread carefully before sending.

Use a Boilerplate “About Us”

The company boilerplate is a concise summary of your organization and is placed at the end of your press release. It should encompass essential details such as the company’s name, address, phone number, website, and a brief overview of its products or services. Additionally, including the company’s mission statement or tagline can enhance the boilerplate’s effectiveness. It is crucial to ensure that the boilerplate aligns with your press release’s overall tone and style, exhibiting clarity, conciseness, and readability.

Here is an example of a boilerplate:

[Organization Name] is a nonprofit organization headquartered in [city, state]. The organization was founded in [year] by [founders] and has [number] employees. [Organization Name]’s mission is to [mission statement]. The organization’s programs and services include [list of programs and services].

[Organization Name] is funded by a combination of individual donations, grants, and corporate sponsorships. The organization is committed to providing high-quality programs and services to the community, and is always looking for new ways to engage and support its constituents.

For more information, please visit [website address] or contact [name] at [email address] or [phone number].

The boilerplate should be tailored to the specific company or organization. However, by following these tips, you can write a boilerplate that will be informative and engaging for journalists and the public.

Call to Action

A call to action (CTA) is a directive that guides journalists on the desired next steps. It can include contacting you for further information, visiting your website, or subscribing to your newsletter. The CTA should be straightforward, concise, and easily understandable. It should also align with the content of your press release, securing relevance and a seamless flow.

Here is an example of a CTA:

To gather additional information, kindly reach out to [name] via [email address] or [phone number]. For further updates and insights, please visit our website [website URL] or connect with us on our social media channels. We appreciate your interest in our news and look forward to assisting you promptly and efficiently.

The CTA should be clear, concise, and easy to understand. It should also be relevant to the content of your press release. By following these tips, you can write a CTA that will help you get the most out of your press release.

Media Contact Info

Include a dedicated media contact section in your press release to facilitate communication and address any inquiries from journalists. This section should contain your name, title, email address, and phone number. Ensuring clarity, conciseness, and readability is essential. Align the style and format of the media contact section with the rest of your press release.

Final Thoughts on Writing a Press Release

In conclusion, crafting a well-written press release holds significant potential for nonprofits to raise awareness about their cause, showcase their programs and services, and attract volunteers and donors. By adhering to the tips provided in this article, you can create a press release that captures the attention of journalists and the general public, amplifying the impact of your organization’s mission.

For further assistance, be sure to explore our other articles designed to support your nonprofit in achieving its mission. We provide valuable resources to help you navigate various aspects of nonprofit management and maximize your organization’s impact.


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