Last updated · reviewed by the Essentras editorial team
Playbook for nonprofits
PR for nonprofits
PR for nonprofits means earning the trust of donors, volunteers and local press: pitch local reporters with a person and a number, apply for Google Ad Grants (up to $10,000 a month in search ads for eligible charities), publish your data for Candid's free Seal of Transparency, and buy labeled placements only where a date matters.
Sources: Google Ad Grants and Google for Nonprofits, Candid, BBB Wise Giving Alliance, the IRS, Medill, Canva, and the Essentras catalog
What you will do
- See what PR does for a nonprofit, and what it cannot do.
- Use the free routes first: local reporters, Google Ad Grants, donor trust seals and free tools.
- Pitch a local story in 7 steps, with the state of local news in mind.
- Compare earned coverage, a wire, an agency and paid placements, with 4 real baskets from $237 to $4,808.45.
- Copy 5 templates and follow a 30, 60, 90 day plan.
Start here in 1 click
The filtered marketplace lists every US news outlet with its price, turnaround and label. The cheapest news listing is a real start, and the free shortlist ranks outlets for your cause.
US news outlets with prices
Every US listing tagged news, local papers included: 283 US outlets list at the same $2,167, almost all of them local newspapers.
Cheapest news start: IPS news.net
$140
- Turnaround
- 3 to 7 business days
- Label
- Published as a standard editorial article, with no sponsored label.
- Link
- Dofollow
AI Match: a free shortlist
Describe your organization or campaign in 1 sentence and get a ranked list of outlets that fit it, with the price next to each.
Paid placements are paid, not earned coverage. Each listing states its price, turnaround, link policy and label before you pay, and a quote reserves nothing.
Start with the job
What PR does for a nonprofit, and what it does not
Nonprofit PR is telling the public, through people they trust, what your organization does and why it matters: to raise money, recruit volunteers, fill events and move an issue. It works when it carries proof.
What it does
Builds trust before the ask
A local story, an op-ed or a feature gives donors and funders an independent account of your work to check.
Recruits people
Coverage of a program, an event or a need brings volunteers, attendees and partners who were not on your list.
Explains the issue
Reporters turn your data and your people's stories into something officials and neighbors read.
Feeds the search for your name
Articles and profiles rank for your organization and give Google and AI assistants sources to describe it.
What it does not do
Promise coverage
Reporters decide what is news. Nobody, paid or not, can promise a story.
Count toward Wikipedia
Wikipedia's organizations guideline says paid media does not count: "Only unpaid sources count."
Replace transparency
Donors check your data on Candid and BBB Wise Giving Alliance too. A good story with missing financials undercuts itself.
Back a candidate
The IRS says 501(c)(3) organizations are absolutely prohibited from intervening in any political campaign for or against a candidate.
Free first
The free and low-cost routes, first: Ad Grants, seals and tools
Most of what a small nonprofit needs costs staff time, not money. These are the programs we read on the providers' own pages, with what each requires.
| What | Price, as published | Terms that matter | Source and date |
|---|---|---|---|
| Google Ad Grants | Free: up to $10,000 a month in search ads on Google.com | Google for Nonprofits approval, valid charity status, 5% monthly click-through rate, 1 conversion a month, conversion-based Smart bidding, 2 sitelinks, a periodic program survey | |
| YouTube Nonprofit Program | Part of Google for Nonprofits | Link anywhere cards to any URL, YouTube Giving fundraising features, Creator Academy lessons for nonprofits | Google for Nonprofits |
| Canva for Nonprofits | Free | All Canva Pro features plus collaboration for up to 50 users; registered charities (501(c)(3) in the US); not government, political or educational bodies or grant-making foundations | Canva |
| Candid Seal of Transparency | Free at every level | Bronze to Platinum by how much you publish on your Candid profile; expires 2 years after your last update | Candid |
| BBB Wise Giving Alliance evaluation | No charge to be evaluated | 20 standards in 4 areas: governance, effectiveness, finances, and solicitations and materials | BBB Wise Giving Alliance |
| A press release on a wire | From $149 (EIN Presswire Basic, up to 700 words) | Distribution, not coverage: no reporter has to pick it up | EIN Presswire's pricing page, as our wire rate table records it |
Google Ad Grants: what keeps the account active
- Join Google for Nonprofits first: your organization must hold valid charity status in your country and be verified by Google's validation partner, Goodstack.
- Activate Ad Grants from Google for Nonprofits with the same login email, then accept the email invitation to the account.
- Keep a 5% click-through rate each month at account level. 2 months in a row below it means temporary deactivation; pause low-CTR keywords and request reinstatement.
- Track real conversions (donations, sign-ups, volunteer forms) and record at least 1 a month. Time on site or homepage visits must sit in the "Other" category.
- Use conversion-based Smart bidding: Maximize conversions, Maximize conversion values, Target CPA or Target ROAS, unless you run Smart campaigns.
- Add at least 2 sitelink assets, target the locations where your services are useful, and answer Google's program survey.
Google reserves the right to grant or deny participation at any time and to amend the guidelines. Government entities, hospitals and health care organizations, and schools and universities are not eligible; their charitable arms, foundations and philanthropic arms can be.
Earned coverage
How to get local news coverage for a nonprofit, in 7 steps
Local reporters are the natural audience for most nonprofits, and there are fewer of them: Medill counts 213 news desert counties in 2025, up from 206 a year earlier, and 136 newspaper closures in the past year. Pitch the ones who remain with stories they can use.
1. Find the story, not the announcement
A person whose life changed, a number nobody has published, a date that makes it urgent. "We held our gala" is not a story; what the money did is.
2. Get consent first
Anyone you offer for an interview, and anyone in a photo, agrees in writing before you pitch (our recommendation).
3. Pick the reporter
Search the local paper, TV and radio sites for who covered your issue recently. Pitch that person by name, not the general inbox.
4. Write the pitch short
The news in the first sentence, why readers in the area care, the proof, who can talk and when. Paste details below; do not attach files.
5. Offer access and pictures
A site visit, a volunteer shift, an event a photographer can shoot, an expert on your team. Access is what turns a pitch into a story.
6. Follow up once, with something new
A new figure, a confirmed interview slot or a photo opportunity. Then stop.
7. Thank, share and correct
Share the story, thank the reporter, and if a fact is wrong, ask for a correction politely with the source.
Angles local reporters use
Local data
Your own figures on the need you see: waiting lists, meals served, calls answered, compared with last year.
A person at a turning point
A single client, volunteer or donor whose story shows the work, told with their consent.
A date with a reason
A season, a law taking effect, an awareness day, an anniversary of your founding or of an event.
An event worth a photo
Openings, builds, races, drives and visits a photographer can shoot.
An expert view on the news
When a story breaks in your field, offer a short, quotable explanation the same day.
A partnership
A new program with a school, a business or the city, with what it changes for people nearby.
How to get an article published in a newspaper How to get press coverage
Earned or paid
Earned coverage, a wire, an agency or a paid placement: what each costs
Earned coverage is a story a reporter chooses to write; nobody can buy it. A wire distributes your release; a paid placement buys a page on a named outlet, with the label the outlet uses. Most nonprofits use the free routes and pay only for dates that matter.
| Route | What it costs, as published | Time | Who decides | What you get |
|---|---|---|---|---|
| Pitch reporters yourself | $0 plus staff time | Days to weeks; no date can be promised | The reporter and the editor | Earned coverage, if they say yes |
| Google Ad Grants | Free: up to $10,000 a month in search ads | Approval first, then monthly upkeep | Google approves; searchers click | Ads on Google Search, not press |
| A press release on a wire | From $149 (EIN Presswire Basic, up to 700 words) | Set with the wire when you order | The wire's network | A release credited to the wire; pickup by reporters is up to them |
| A PR agency or consultant | Published retainers from $1,500 a month to $15,000 to $75,000 a month; a survey average of $5,458 | Months | Editors, after the agency pitches | Strategy, relationships and pitching; coverage is not promised |
| A paid placement on a named outlet (Essentras) | From $97 (Medium) and $140 (IPS news.net); US local dailies $2,167 | The listing's stated window | You pick the outlet; it publishes in its format, with its label | A dated page on a named outlet, paid, with the label the listing states |
Earned local story or paid placement?
| What | Earned story | Paid placement |
|---|---|---|
| Who decides | The reporter and the editor | You pick the outlet; it publishes in its own format |
| Cost | $0 plus staff time | From $97; US local dailies $2,167 |
| Date | None can be promised | The listing's stated window |
| What readers see | A news story | The label the listing states, from none to sponsored |
| Wikipedia | Can count if independent and significant | Does not count: "Only unpaid sources count" |
| Control | Your pitch, nothing after it | Outlet, timing and text: you approve the draft |
| Best for | Credibility with donors and the community | A page on a named outlet by a date: an event, a campaign, an annual report |
- Agency figures: The HOTH $1,500 a month (Digital PR), 5W Public Relations $15,000 to $75,000, BuzzStream survey average $5,458; sources and dates in our PR agency cost guide.
- A wire release is distribution: it lands on the wire's network, and no reporter has to pick it up. Our free press release guide covers the free routes honestly.
PR agency cost vs paying per placement Free press release distribution, honestly explained
The catalog
What paid press costs for a nonprofit, from the catalog
On 19 Oct 2026 the public API returned 0 outlets for the topic nonprofit and 0 for charity: nonprofits buy on local news, press release pages and cause titles. These figures come from that read; the baskets were priced with the quote endpoint the same day.
| Outlets tagged | Outlets | In the US | Median price | Middle half | From | Live within 1 week | Labeled |
|---|---|---|---|---|---|---|---|
| Tagged local news | 382 | 27 | $2,759 | $1,223 to $7,512 | $113 | 52% | 76% |
| US outlets tied to a state | 631 | 631 | $2,167 | $2,000 to $2,250 | $173 | 51% | 22% |
| Press release pages on named sites | 46 | 34 | $3,333 | $2,795 to $3,333 | $213 | 85% | 87% |
| Environment | 28 | 3 | $1,996 | $1,218 to $7,646 | $173 | 54% | 68% |
| Every outlet (3,886) | 3,886 | 1,550 | $2,167 | $752 to $4,260 | $53 | 49% | 38% |
Outlets nonprofits use, as listed
| Outlet | Price | Turnaround | Label, as the listing states it | Link |
|---|---|---|---|---|
| MediumYour own story, under your name | $97 | 1 business day | Published as a standard editorial article, with no sponsored label. | Nofollow |
| IPS news.netNews site | $140 | 3 to 7 business days | Published as a standard editorial article, with no sponsored label. | Dofollow |
| 24-7 Press ReleaseA press release site | $213 | 1 to 2 weeks | Published as a standard editorial article, with no sponsored label. | Nofollow |
| AP News; Press ReleaseA press release page | $317 | 3 to 5 business days | Published with a sponsored or partner label. | Nofollow |
| The Sustainable PostSustainability news | $417 | 3 business days | Published as a standard editorial article, with no sponsored label. | Dofollow |
| TAPintoLocal news network | $430 | 1 to 2 weeks | Published as a standard editorial article, with no sponsored label. | Nofollow |
| Patch.comLocal news network | $433 | 3 to 5 business days | Published with a sponsored or partner label. | Nofollow |
| Yahoo News/Finance; Press ReleaseA press release page | $667 | 3 to 5 business days | Published with a discreet disclosure. | Nofollow |
| Business Insider / Yahoo / AP News; Press ReleaseBusiness Insider, Yahoo and AP News together | $833 | 3 to 5 business days | Published with a discreet disclosure. | Nofollow |
| Green ProphetEnvironment and green living | $1,519 | 1 to 2 weeks | Published as a standard editorial article, with no sponsored label. | Dofollow |
| Green MattersListing name: syndicates with MSN and Apple News | $1,667 | 1 to 3 business days | Published as a standard editorial article, with no sponsored label. | Dofollow |
| Milwaukee Journal SentinelExample of a US local daily: 283 US outlets list at the same price | $2,167 | 1 to 2 weeks | Published as a standard editorial article, with no sponsored label. | Nofollow |
What $300 to $5,000 buys for a nonprofit, quoted today
Each basket was priced with the public quote endpoint on 19 Oct 2026; the total is the endpoint's own figure, with the volume discount it applied.
| Budget | Basket (each name opens the listing) | Subtotal | Volume discount | Quoted total |
|---|---|---|---|---|
| About $300A news page and your own story | IPS news.net ($140), Medium ($97) | $237 | None | $237 |
| About $1,000Local network, a cause title, a news page and your story | IPS news.net ($140), Medium ($97), Patch.com ($433), The Sustainable Post ($417) | $1,087 | 10% ($108.70) | $978.30 |
| About $2,500A launch: press release, local, cause titles, with the 15% tier | Medium ($97), AP News; Press Release ($317), Patch.com ($433), The Sustainable Post ($417), Green Matters ($1,667) | $2,931 | 15% ($439.65) | $2,491.35 |
| About $5,000A big-city daily plus a 3-outlet release and local coverage | Milwaukee Journal Sentinel ($2,167), Green Matters ($1,667), Business Insider / Yahoo / AP News; Press Release ($833), Patch.com ($433), IPS news.net ($140), The Sustainable Post ($417) | $5,657 | 15% ($848.55) | $4,808.45 |
- 283 US outlets list at the same $2,167, almost all local newspapers (280 tied to a state, across 46 states), and every one states it publishes with no sponsored label. Pick the paper your donors read; the Milwaukee Journal Sentinel is only the example.
- Press release pages are labeled differently: the AP News; Press Release listing states "Published with a sponsored or partner label."
- A quote reserves nothing. Listings state: "Refunded if not published, or if the turnaround is missed." Every outlet here is a paid placement with the label its listing states.
Donor trust
Donor trust: the checks donors and funders run, and the rules for your message
Before a gift, many donors look you up. What they find on the trust platforms and in official records matters as much as any article, and the IRS sets limits on what a charity's message can say.
Candid Seal of Transparency
Free at every level. Bronze is basic contact and mission information; Silver adds programs; Gold adds recent financials and leadership demographics; Platinum adds goals, strategies and impact metrics. It expires 2 years after your last update.
BBB Wise Giving Alliance
Evaluates charities at no charge against 20 standards in 4 areas: governance and oversight, measuring effectiveness, finances, and solicitations and informational materials.
Your IRS listing
Donors and journalists can check your status in the IRS Tax Exempt Organization Search. Make sure the name they find matches the one you pitch.
No campaign intervention
The IRS says 501(c)(3) organizations are "absolutely prohibited" from directly or indirectly intervening in any political campaign for or against a candidate. Keep candidates out of your PR.
Lobbying has a limit
The IRS says a 501(c)(3) "may engage in some lobbying, but too much lobbying activity risks loss of tax-exempt status." Ask your counsel before an issue campaign.
A single set of numbers
The figures in your pitches, website and annual report should match your financial filings. Reporters check (our recommendation).
This section quotes official pages; it is not tax or legal advice. Ask a qualified adviser about your organization.
Copy-ready
5 templates for nonprofit PR
Fill the [brackets]. Personal emails to 1 reporter at a time, consent for every person you name, and numbers that match your filings.
Pitch to a local reporter
To the reporter who covers your issue locally.
Subject: [Number] [people / families / animals] in [town] [the need], and 1 of them agreed to talk Hi [Name], You covered [related story] in [month]. Here is what we see now: [1 sentence with a local number and the change since last year]. [First name], [age or role], agreed to talk about [what happened] and how [program] helped. We can also offer [site visit / volunteer shift / data]. Facts and photos: [link] [Name], [role], [phone]
Media advisory for an event
To local desks and calendars before the event.
MEDIA ADVISORY [Organization] [does what] on [date] at [place] What: [1 sentence on the event and why it matters locally] When: [date], [time]; best photo moment at [time] Where: [address], parking or access notes Who: [speakers, volunteers, the people helped who agreed to be interviewed] Contact on the day: [Name], [phone] Photos and background: [link]
Op-ed pitch from your executive director
To the opinion editor of the local paper.
Subject: Op-ed submission: [the argument in 1 line] Dear [Name], I am [Name], executive director of [Organization] in [town]. Attached below is a [word count]-word op-ed arguing that [argument], drawing on [what we see / our data]. It is exclusive to [Paper] and timed to [date or news hook]. I can confirm every figure and adjust length. [Op-ed text pasted below] [Name], [phone]
Thank-you note after a story
The day the story runs.
Subject: Thank you for the piece on [topic] Hi [Name], Thank you for [story title]. [1 sentence on a reaction you saw: a call, a volunteer sign-up, a donor note.] If you follow up on [issue], we can share [new data / another person's story / a date to watch]. And if anything in the piece needs updating, here is the source: [link]. [Name]
Questions to ask a PR agency or consultant
Before any contract.
1. Which nonprofits like ours have you placed in the last year? Links, please. 2. Do you offer nonprofit rates? What is the total cost, and what is billed on top? 3. What will you pitch, to whom and when? Can I see the plan in writing? 4. Do you promise coverage? (A reputable agency does not.) 5. Who on your team does the work, and how do you report results? 6. Do you use paid placements? Which ones, and how are they labeled? 7. How do you handle consent for the people in our stories?
The plan
A 30, 60, 90 day nonprofit PR plan
For a small team. Free routes first, paid placements only where a date matters.
Days 1 to 30: the foundation
Stories, facts, programs
- Collect 3 stories with written consent, each with a person and a number.
- Write a 1-page fact sheet whose figures match your financial filings.
- Apply to Google for Nonprofits, then activate Ad Grants.
- Claim your Candid profile and publish for a Seal.
- List the local reporters, editors and calendars that cover your issue.
Days 31 to 60: outreach
Pitch, advertise, announce
- Pitch your strongest story to 1 reporter at a time.
- Send a media advisory before your next event.
- Launch Ad Grants with conversion tracking and 2 sitelinks.
- Offer an op-ed from your director to the local paper.
- For a dated announcement, compare a wire with a paid page by name.
Days 61 to 90: keep and measure
Upkeep and follow-through
- Check the Ad Grants click-through rate monthly against the 5% rule.
- Thank every reporter and log every story with its link.
- Update your Candid profile and your press page.
- Note which coverage brought donors, volunteers or sign-ups.
- Once coverage exists, consider a Knowledge Panel for the organization.
Avoid these
Nonprofit PR mistakes that cost trust
Pitching the organization, not a story
Reporters cover people, numbers and change. "We exist and we are great" is not news.
Blasting a release to everyone
A personal pitch to the reporter who covers your issue beats a list. Distribution is not coverage.
Letting Ad Grants lapse
2 months under a 5% click-through rate, or no conversion, can deactivate the account. Check it monthly.
Numbers that do not match the filings
Reporters and donors compare. The same figures, everywhere.
Stories without consent
Name or photograph a client only with written consent, and never in a way that exposes them (our recommendation).
Backing a candidate
The IRS prohibition on campaign intervention for 501(c)(3) organizations is absolute. Keep it out of every message.
Buying placements for Wikipedia
Wikipedia's organizations guideline: "Only unpaid sources count." Paid press will not qualify you.
Calling a paid page coverage
A paid placement is fine; presenting it to donors as earned news is not. Say "paid feature" where you share it.
Add-ons and lighter starts
Optional. Nothing here is required, and none of it changes what a platform, an editor or Google decides.
Often added
Google Knowledge Panel for the organization
$1,200
Owns the result people see when they search your name, once real coverage exists. Pay today. If we take you on and your panel does not go live, you get every dollar back. Google decides whether a panel appears.
See the panel serviceAI Visibility Tracker
$49 a month
Asks ChatGPT, Gemini, Claude and 4 other assistants your questions about the organization every week, and keeps every answer. A free plan tracks 3 questions.
Track what AI saysVolume discount on 3 or more outlets
10% or 15% off
Buy 3 or more placements for 10% off the basket, 5 or more for 15%. Applied in the cart and in the quote.
Build a basket
Not ready yet?
IPS news.net, the cheapest news start
$140
3 to 7 business days, dofollow. Listing label: "Published as a standard editorial article, with no sponsored label."
See the listingPress Monthly
$97 a month
1 placement every month, matched to your niche and shown to you before we write. Cancel at the end of any period.
See Press MonthlyFree press release distribution
Free
The free routes for a release, what each one really does, and when a paid route is worth it.
Read the free guide
FAQ
Frequently asked questions
How much does PR cost for a nonprofit?▾
It can cost $0: pitching local reporters, Google Ad Grants and Candid's Seal are free. Published agency retainers run from $1,500 to $75,000 a month; a wire release starts at $149; paid placements start at $97 in the Essentras catalog.
What is Google Ad Grants and who qualifies?▾
Up to $10,000 a month in search ads on Google.com for qualifying nonprofits. You need valid charity status and Google for Nonprofits approval. Government entities, hospitals and health care organizations, and schools and universities are not eligible; their charitable or philanthropic arms can be.
How do we keep Google Ad Grants active?▾
Keep a 5% account-level click-through rate each month, record at least 1 real conversion a month, use conversion-based Smart bidding, add 2 sitelinks, target the right locations and answer the program survey. 2 months under 5% means temporary deactivation.
How do we get local news coverage?▾
Pitch a story, not an announcement: a person who agreed to talk, a local number and a reason it matters now, sent to the reporter who covers your issue. Offer access and photos, follow up once with something new, and thank them when it runs.
Is paid media worth it for a nonprofit?▾
Sometimes: when a page on a named outlet by a date matters, such as an event, a campaign launch or an annual report. It is paid, labeled as the listing states, and it does not count for Wikipedia. Start with the free routes; 283 US outlets list at $2,167 if your local paper is among them.
What builds donor trust online?▾
Transparent data donors can check. Candid's Seal is free at every level, and Candid says nonprofits with a Seal receive on average 62% more in donor contributions. BBB Wise Giving Alliance evaluates charities at no charge against 20 standards.
Can a nonprofit endorse a candidate in its PR?▾
Not a 501(c)(3). The IRS says these organizations are absolutely prohibited from directly or indirectly participating in any political campaign for or against a candidate for elective office. Lobbying is limited too. Ask your counsel; this is not legal advice.
Are paid placements labeled?▾
Each listing states its label before you pay. The 283 US outlets at $2,167 all state they publish with no sponsored label; the AP News; Press Release listing states "Published with a sponsored or partner label." Either way it is a paid placement, not earned coverage.
Will press coverage get us a Wikipedia page?▾
Not paid coverage. Wikipedia's organizations guideline, which covers most nonprofits, says paid media does not count: "Only unpaid sources count." Independent, significant coverage is what counts, and volunteer editors decide.
Next steps
- 01
Collect 3 stories with consent
A person, a number and a reason it matters now, for each.
- 02
Apply for Google for Nonprofits
Then activate Ad Grants with conversion tracking.
- 03
Publish for a Candid Seal
Free; Gold needs recent financials.
- 04
Pitch 1 local reporter
Personal email, short, with access and photos.
- 05
Pay only where a date matters
Compare a wire with a paid page by name, and share either as what it is.
Ready to see the outlets?
US news outlets with price, turnaround and label, from $140; 283 list at $2,167.
Browse US news outlets Or get a free AI shortlistChecked on . Every price, turnaround and label on this page comes from a listing in the Essentras public catalog, read through the public API, or from a page named in the sources below, read on the date shown there.
Sources
- Google Ad Grants: free Google Ads for nonprofits (read 19 Oct 2026)
- Google Ad Grants: get started (read 19 Oct 2026)
- Google Ad Grants Help: account management policy (read 19 Oct 2026)
- Google for Nonprofits Help: eligibility guidelines (read 19 Oct 2026)
- Google for Nonprofits: YouTube Nonprofit Program (read 19 Oct 2026)
- Canva for Nonprofits (read 19 Oct 2026)
- Candid Learning: introduction to Seals of Transparency (read 19 Oct 2026)
- Candid: the 2026 Seals of Transparency, 14 Jan 2026 (read 19 Oct 2026)
- BBB Wise Giving Alliance: standards for charity accountability (read 19 Oct 2026)
- IRS: the restriction of political campaign intervention by 501(c)(3) organizations, reviewed 28 Jun 2026 (read 19 Oct 2026)
- IRS: lobbying, reviewed 28 Jun 2026 (read 19 Oct 2026)
- IRS: Tax Exempt Organization Search (link only; the page blocked our reader on 19 Oct 2026)
- Medill (Northwestern): news deserts hit new high, 20 Oct 2025 (read 19 Oct 2026)
- Wikipedia: Notability (organizations and companies) (read 19 Oct 2026)
- Essentras: PR agency cost vs paying per placement, with the agency sources (read 19 Oct 2026)
- Essentras public catalog API, topic local (read 19 Oct 2026)
- Essentras agent API reference, including the quote endpoint (read 19 Oct 2026)
Essentras sells paid media placements, Google Knowledge Panel work and AI visibility tracking, and this page links to them. Paid placements are not earned coverage. Nothing here is tax or legal advice, and no route on this page can promise coverage, donations or grants.
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