How to Write a Crowdfunding Press Release

For campaign organizers looking to raise awareness of their fundraiser, pitching your story to local media can help get the word out. If you've gone through a particularly unique or inspiring set of challenges, a great pitch could be the push your crowdfunding campaign needs to go viral. A successful crowdfunding press release for your campaign will cover the most important information about your cause and explain what makes it so special. We've compiled some tips to help you get started.

  1. Do Your Research

    Start scanning the websites of media outlets that might pick up your pitch. Consider the angle you want to pursue—will you focus mostly on local media? Will you contact journalists in print, online, or broadcast media? Know the answers to these questions before you begin writing.

    • Look for publications that focus on topics closely related to your fundraiser. If you're crowdfunding to cover medical expenses, for example, look into health magazines or blogs.
    • Contact members of the press relevant to your campaign. If you are raising money for an athlete's rehabilitation program, contact writers or editors who focus on athletics, such as your local newspaper's sports writer.
    • Remember that local media is often more inclined to write about your campaign, especially when you emphasize your connection to the community.
    • Look for special segments that feature inspirational stories or highlight people making a difference. These kinds of programs are the perfect fit for fundraisers for charity or to help others.
  2. Lay Out the Basics

    Your first step in writing a press release is to gather all of the essential information you need to convey for it to help your fundraiser. Take a few moments to hash out the major details of your campaign. These should cover the “five W's,” of journalism:

    • Who: Introduce yourself to the reader. Describe who you are and what you value most. Try to connect with your readers.
    • What: Explain how crowdfunding works, and clearly and concisely describe the cause for which you're fundraising.
    • When: How long will the campaign last? And when do you hope to have your goal or project completed?
    • Where: What communities are directly affected by your fundraiser?
    • Why: Arguably the most important question of the five. Why should the reader care? Your campaign's cause may be incredibly important to you, but unless your press release conveys why it's important to others, no one will look at it.
  3. Order Your Information

    Now that you've outlined the basic facts you want to cover, take a moment to consider the most engaging way to reveal the information. Journalists want to print articles that their readers will remember, so make sure to be as direct and efficient as well as engaging.

    • Begin with something that's relevant to readers. For example, if you're raising money to pay for an illness, consider leading with a fact about the rising cost of healthcare or referencing a new piece of research on your disease or condition.
    • Quickly transition to your campaign, providing the basic information that relates to your lead sentence
    • Work in more information as your press release unfolds. A general framework is to start with the most important pieces first. After capturing your readers attention, fill in the important details.
  4. Write from the Perspective of the Journalist 

    Write your press release as a potential article in and of itself. If you make it easy for journalists to write a story by borrowing heavily from your release, they are more likely to give it a second look.

    • Adopt a professional tone that mimics that of the writer you're contacting. Most journalists tend to use concise, formal language.
    • Write for an audience. Take a moment to reflect on the publications you're contacting and consider who reads them. Try to emphasize information that would be of the most interest to this demographic.
  5. Tweak the Formatting and Add Final Touches

    The finishing touch is crucial when writing a press release. From formatting to spell-checking to an overall final look to spot any inconsistencies, make sure your press release looks and reads well, and has all the necessary information and contact details before distributing it.  

    • Use AP style, read over your writing for clarity, and have multiple sets of eyes check it for grammatical errors.
    • Make sure your release is typed and double-spaced with standard formatting.
    • Include contact information for your company in the upper right-hand corner. It should include a name, title, the company's name, and an address and phone number.
    • At the top of the page, include the words “FOR IMMEDIATE RELEASE” unless you do not want to make the information immediately public, in which case include “HOLD FOR RELEASE UNTIL ___.”
    • Write a headline that catches the reader's attention and accurately summarizes the information in your article. This can be tricky, but if you look carefully at your first two sentences, you should be able to wrap them up into one catchy line.

Start the Presses!

A gripping, concise press release can get your campaign one step closer to the headlines. It’s a simple equation: provide journalists with an exciting story, and in return your fundraiser gets the media attention necessary to attract more donations. It's one of the basic principles of the crowdfunding model. People can’t give to a campaign they don’t know about, so take initiative by contacting the appropriate reporters! For more great strategies for successful crowdfunding, visit our Fundraiser Tips page.