Press Release

In the very competitive world of nonprofits, getting the message out to donors, volunteers, and the general public is the key way to raise funds and advocate for the cause. One of the most effective and maybe the most underutilized tools that any nonprofit has in their communication arsenal is the Press Release. Properly carried out, a press release can amplify the message of a nonprofit organization, attract donors, and engage support for the cause being pursued. This paper looks into how nonprofits can strategically use press releases for both fundraising and advocacy purposes; writing actionable tips on how to craft and distribute them for maximum impact. WHAT IS PRESS RELEASE?–https://globalprconnect.com/how-to-write-a-press-release/ Why Press Releases Are Important to Nonprofit Organizations A press release is essentially an official declaration that is sent to the media for coverage. Large corporations often use it in publicizing the launch of their new product or even financial results, but nonprofits can also engage this tool in informing their programs to their audiences, communicate victories, and advance support for their campaigns. For the nonprofit, a crafted or well-written PR can: Increase visibility: With a Press Release, a nonprofit can get its story in front of a wider audience, including potential donors, volunteers, and advocacy partners. Enhance credibility: Media coverage created by a Press Release lends credibility to a nonprofit’s efforts, signifying that its work is recognized by respected news outlets. Mobilize Support: Whether it’s collecting funds for a project or supporting a cause, a Press Release could work to mobilize public opinion for a cause. Putting a Press Release Together to Succeed A good Press Release is really in the form and content. For any nonprofit, it should not just report an event or achievement but inspire people to act. Here are the key elements in a Press Release for fundraising and advocacy: 1. Compelling Headline The headline is what gets the attention of the reader first, and it has to be noticed right away. It must be action-oriented and convey a sense of urgency or importance. For example: “XYZ Nonprofit Launches Campaign to Provide Clean Water to 10,000 Families” “ABC Foundation Calls for Action in Response to New Environmental Crisis” It sets the overall tone of the PR, improving the prospects for media take-up by defining the whole news release to the reader. 2. Attention Grabbing Lead paragraph The first paragraph must explain the summary of the release in one well-crafted narrative. To nonprofits, this means stating what the release is about, why it matters, and what you want readers to do with the information. If it’s a call for funds, be sure to stress how urgent the need is. If it’s an advocacy, state the issue in detail but ensure clear action desired. Example: XYZ Nonprofit today launches ‘Clean Water Now, putting a target at $50,000 toward bringing safe-drinking water to communities that need it. There is a immediate call for action amid drought conditions that devoured thousands. 3. Background and Ancillary Information Describe your organization and what specific endeavor it is connected to in the body of the press release. For instance, if it is a fundraising context, you would include information related to the project or cause you’re supporting, how funds collected would be used, and why this cause matters. If it’s an advocacy type of a scenario, then outline the issue in more detail. Explain why attention is required and what your nonprofit is doing about it. Ensure that statistics, quotes from people in powerful positions, and any other evidence supporting the cause of your nonprofit will be included to give value and credibility to the cause. 4. Call to Action A well-crafted Press Release is wasted if there’s no call to action. Nonprofits should assist readers in knowing what they ought to do next. Guide your fundraising readers to your donation page. Move them to advocacy by asking them to sign a petition, contact a legislator, or share the issue on social media. Example: “Contributions to the ‘Clean Water Now’ campaign can be made on www.xyznonprofit.org. Every dollar brings us one closer to our goal of providing clean water to those in need.” 5. Time and Distribution Of course, PR are also timed for their best impact. Nonprofits should think strategically about sending their PR in conjunction with key events, milestones, or advocacy moments. For instance, press releases about fundraising campaigns usually reach the greatest levels of penetration when distributed at the beginning of a campaign or when there is a prime giving season, like Giving Tuesday. Distribution channels are on par. Nonprofits can directly send news releases to media outlets, bloggers, and influencers that cover their sector. There are services that provide the mechanism for distribution to garner even greater reach, such as national and local news. Don’t forget to include the news release on your nonprofit’s website and social media to make it more accessible. News Release as A Long-Term Advocacy Resource While fundraising Press Releases will typically be issues-specific-for example, asking people to donate money to be spent in a particular campaign-an advocacy press release has the potential to create an even bigger impact over a longer term. That’s because the consistent and ongoing nature of advocacy efforts allows nonprofits to keep on keeping on to keep issues alive to the public, establishes and maintains policy change momentum, and establishes them as thought leaders in their field. CONCLUSION   An environmental NGO might write a series of Press Releases over several months discussing the need for tighter environmental regulations, each shift in focus changing the angle from which one speaks about the issue or the momentum of the advocacy efforts. Such a long-term campaign makes it unlikely to let the conversation die down, thus raising the chance to sustain change. Press Releases can be an important element among the various ways nonprofits use to enhance their fundraising and advocacy efforts. A well-told story, effectively disseminated, and a sustained media presence are key elements to use in raising … Read more