Write a Charity Press Release that will Actually Attract Attention From Donors
Creating a charity press release that genuinely attracts donor attention requires more than simply sharing news. In a crowded media landscape, your story needs to be clear, compelling, and written to stand out to journalists, current and potential supporters of your cause.
Why are press releases so important for awareness and fundraising?
Press releases remain one of the most effective ways to gain media coverage and reach wider audiences beyond your existing supporters.
For charities and non-profit organisations, this is especially valuable. A single piece of coverage can:
- Introduce your cause to new potential supporters
- Build credibility through highly authoritative media placements
- Increase traffic to your website and donation page
- Support ongoing awareness campaigns
What stories can be turned into a press release?
Charities often overlook the potential newsworthiness of many of their activities. To craft a strong press release, focus on stories that demonstrate real-life impact. Key areas include:
Beneficiary Stories (The Human Element): Share personal, transformative case studies of individuals or families impacted by your services. Always use emotive photography. The narrative must show the authentic before and after.
Initiatives (The Call to Action): Highlight unique fundraising challenges or community events, detailing the goal, the challenge, and the urgency. Provides an immediate event hook for media and a specific action for donors.
Development (The Growth Story): Announce new services, projects, or expansions. This demonstrates vision and competence. Clearly articulate the need and the projected increase in people served.
Insights (The Authority Angle): Release credible, new research, surveys, or trend reports. Position the charity as a subject authority, offering journalists a new “news hook” with expert commentary.
Appeals (The Timely Hook): Leverage seasonal or timely events (holidays, weather) to promote urgent funding needs. Quantify the specific impact.
Always consider: “Why would someone outside this charity/non-profit organisation care?” If your story highlights a clear problem and shows how your charity is making a difference, it has strong potential.
When should I use a press release in my fundraising campaigns?
Timing is essential for a successful press release. If you have a newsworthy story, such as an upcoming event, a new fundraising campaign, or a significant milestone, it is crucial to issue the press release promptly.
Even if a story was originally newsworthy, it will not be picked up by the media if it is covered months after the fact because it is no longer considered ‘new’.
For events, the ideal PR strategy is to promote it both before it takes place and immediately after it has occurred.
Press releases work best when there is a clear “news hook.” Simply asking for donations without a timely angle is less likely to gain attention.
What should I include in my press release?
A charity press release should follow a clear, professional structure while remaining engaging and easy to read.
Writing a charity press release that attracts donor attention is about combining emotion-led storytelling and news. By focusing on impact, telling authentic stories, and making it easy for readers to take action, you can turn media coverage into meaningful support.
When done well, a press release becomes more than just an announcement, it becomes a powerful tool for driving awareness, engagement, and donations.
READ MORE: How to Write a Press Release Like a Journalist (That Actually Gets Picked Up)
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