The role of volunteers and the work of non-profit organizations have become more important than ever in the post-9/11 world. It’s crucial for every non-profit to reach out to the public on a regular basis, especially since many of these organizations depend upon public donations. A press release campaign from Mass Media Distribution is one of the best ways to get the type of press coverage that encourages both donations and volunteering.

It has been ten years since the tragedy of 9/11, and it’s remarkable how the event has changed America. According to a report in the September 2011 Reader’s Digest, one change is that Americans volunteer much more than they did before 9/11. That is good news for non-profit organizations everywhere. In fact the percentage of Americans doing volunteer work grew to nearly 29 percent by 2005, up from around 20 percent in the late twentieth century. Currently more than 63 million Americans provide $169 billion worth of free services annually, and this is expected to increase much more as seventy-six million baby boomers reach retirement age. Never ones to sit idly watching their lives go by, many of these boomers will be looking for an “encore career,” and accordingly, non-profit organizations are gearing up to accommodate them. As non-profits of all kinds assume an increasingly significant role in the U.S. and the world, it is crucial for these organizations to develop good relations with the press. A press release can truly be a non-profit organization’s greatest ally, says Mass Media Distribution (www.massmediadistribution.com), one of the world’s top press release writing and distribution services.

A press release is one of the most cost-effective and credible ways for a non-profit to get its message out to the people who need its services, as well as to those who might be interested in donating or volunteering. Advertising, a good Web site, an informative blog, and participation in social media such as Facebook, Twitter, LinkedIn or even YouTube all have their place in a non-profit organization’s promotional strategy. Advertising options are often limited, however, since non-profits rarely have a big marketing budget. A search-engine optimized Web site is certainly helpful but it is passive, and there needs to be something more than luck and the ever-changing world of SEO to make the sites more visible. While social media participation can result in great exposure for a non-profit, it still has its limitations. None of these strategies will get the attention of journalists the way a well-written press release does, says Mass Media Distribution. And it is these journalists whose coverage of the non-profit adds an extra layer of credibility by informing the very people whom the organization needs to reach. In fact, many experts contend that a press release campaign is critical not only to the successful launching of a new non-profit organization but also to the continued success of an established one.

Fortunately, says Mass Media Distribution, it doesn’t take a huge budget to attract the attention of credible journalists. It does, however, take a well-written press release that is targeted to journalists whose beat is at least marginally related to the non-profit organization’s mission. The good news is that editors and producers are always looking for news stories and fillers, and they get many of their stories from press releases. Non-profits involved with issues that are already making the news have even more of an advantage. A professionally executed press release campaign can help a non-profit organization enlarge its platform, while giving journalists the stories they need, and informing the public about the important work being done by the non-profit.

The key term here is “professionally executed.” There’s a right way and a wrong way to write and distribute a press release, and a poorly written or untargeted press release will likely be ignored or discarded. A non-profit organization’s press release can be a straightforward announcement of a new initiative or fund drive, in which case a basic fact-filled release that summarizes who-what-when-where-why is sufficient. However, it’s crucial to present the facts in a way that is not only accessible and understandable, but that is also compelling enough for the recipient to want to share the information with readers or viewers. And although journalists expect and accept that a press release from a non-profit organization will have a pro-organization spin, it shouldn’t read like ad copy. Nor should it be a blatant solicitation, cautions Mass Media Distribution, or it is unlikely to be read, much less used.

Non-profit organizations should always look for ways to publicize their activities. Community involvement, such as participation in a public education program or a fun run to find a cure for a chronic disease, can attract journalists looking for an interesting story angle. It’s still necessary to stick to the facts and avoid too much obvious self-promotion, but this type of press release can read more like a feature article than a simple announcement. If it’s good enough – and especially if it is relevant to an issue that has received a lot of recent media coverage – it could very well inspire editors or producers to build a story or segment around it. That, says Mass Media Distribution, is the best kind of free publicity a non-profit could ask for, and it’s an excellent way to reach the people who need the non-profits services or who might be interested in helping out.

Non-profit leaders who aren’t sure of their own press release writing skills needn’t worry, as Mass Media Distribution uses professional writers who are skilled at crafting effective releases. However, good writing is only one part of the equation for a successful non-profit press release; proper distribution is essential too. Even the best-written non-profit release is wasted if it isn’t distributed to journalists who will be interested in its content. Mass Media Distribution uses an exclusive “4-Way Distribution Process” that consists of reaching individual journalists by email; contacting newsrooms by wire services; posting online (including Google News); and RSS syndication to popular news sites. The company sends proof of distribution to each client, as well as links to help the client track hits to the press release online.

Targeted distribution is essential as well, and Mass Media Distribution’s media list contains more than 800,000 media contacts in over 500 categories, so the company can target individual journalists who are looking for non-profit press releases. A further advantage is that each press release is sent individually rather than grouped with other releases, ensuring that every non-profit press release receives the most beneficial exposure possible.

One final tip to keep in mind is that a single press release, though very effective in the short run, is almost never sufficient to keep a non-profit organization in the public consciousness. For this reason many of Mass Media Distribution’s non-profit clients opt for a full press release campaign.

While 9/11 shook the U.S. and the world to its core, it also provided impetus for a wide-scale re-evaluation of priorities. More people are finding fulfillment through giving their treasure, time, or talent to causes they believe in. Non-profit organizations are on the front line of this altruistic revolution, and they are learning that a press release can be powerful ammo indeed.