Helping Nonprofits Communicate

message. solicit. impact.

Three Steps to Crafting Your Nonprofit’s PR Statement

Say it’s time to make a statement on behalf of your nonprofit organization, and you’re tasked with writing it. Whether its how your organization is operating during COVID-19, your organization’s stance on Black Lives Matter or delivering news to your constituents about personnel changes and rumors, your words to your audience will matter. Here’s a three-step process for how to write a piece that will educate and build trust with your audience.

  1. Decide who should hear from you. Your neighbors? Your clients or those receiving services from your nonprofit? Individual donors? Foundations that granted your nonprofit money in the last year or two?
  2. Once you’ve identified your audience, decide why they will want to hear from the organization. Do they need to be notified of reduced staff, programming and hours? Do you see a current event as a way to educate your stakeholders or inform their opinions about an issue? Make sure your reason is compelling.
  3. How will your message be shared? Via an infographic on your social media platforms? An email from your founder/board director/executive director? With a news release to local media?

Information to consider including:

  • Your nonprofit’s mission and vision statements, and values that match the issue at hand.
  • Statistics that show how this issue affects those you serve.
  • Your organizations’ commitment to transparency, equity, etc. as it relates to the issue at hand.
  • Your organization’s action steps toward the desired end result.
  • Trusted resources for further reading to educate your stakeholders.
  • An invitation to open communication between your organization and your stakeholders, community, etc.

Has your organization shared a public relations piece successfully? Tell us about it.