PR for nonprofits
Nonprofit PR: getting causes and charities covered
Nonprofit PR turns a mission into stories reporters can tell. Journalists respond to people, data and timing: a beneficiary's experience, a new report that quantifies a problem, or expert comment when the issue hits the news. Nonprofits with limited budgets can earn steady coverage by becoming the go-to source on their cause.
Story angles that work for nonprofits
Journalists do not cover companies, they cover stories. These are the angles that most often earn nonprofits coverage:
- A new report that puts numbers on the problem you work on
- Beneficiary stories, told with consent and dignity
- Expert reaction when your issue makes the news
- Campaign milestones such as funds raised, people helped or policies changed
How to run nonprofits PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered nonprofits recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Political desks work to the news cycle, so pitch early in the day.
- Polling and original documents travel further than opinions.
- Tie your story to the academic calendar, such as admissions, results days and the new term.
- Offer a teacher, student or parent voice, not only a spokesperson.
Mistakes to avoid
- Leading with the organisation instead of the people it helps.
- Only reaching out when fundraising.
Who covers nonprofits
InsightFuse lists 1,101 journalists, editors and producers whose role or outlet points to nonprofits coverage, across 63 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- Caxton Community Newspapers
- Community Impact Newspaper
- Ngo
- Community Newspaper Company
- Leader Community Newspapers
- Journalists for Human Rights
- The Community
- Idntimes.Com
- Idn Media
- Times Community Newspapers
- Austin Community College
- Johnson County Community College
| Country | Journalists |
|---|---|
| United States | 570 |
| United Kingdom | 90 |
| Australia | 56 |
| South Africa | 50 |
| Canada | 47 |
| France | 25 |
| Indonesia | 22 |
| India | 21 |
| Role | Journalists |
|---|---|
| Editors | 321 |
| Writers | 215 |
| Producers | 155 |
| Reporters | 120 |
| Journalists | 118 |
| Editors-in-chief | 30 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
- Politics journalists3,928 worldwide
- Politics journalists in the United States1,885 journalists
- Politics journalists in the United Kingdom216 journalists
- Politics journalists in Canada200 journalists
- Education journalists15,302 worldwide
- Education journalists in the United States7,500 journalists
- Education journalists in the United Kingdom1,245 journalists
- Education journalists in India1,012 journalists
Related guides
Frequently asked questions
How do nonprofits get media coverage?
Nonprofits get coverage by sharing data, human stories and expert comment that help journalists explain an issue, and by responding quickly when the cause is in the news.
Should a nonprofit hire a PR agency?
Many nonprofits do well with an in-house communications lead and pro bono support. An agency helps with big campaigns or crises.
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