How to Design a Press Kit for a Not-for-Profit in Canada

Press kits help members of the media promote your nonprofit.

Press kits are a collection of important information about an organization. They are provided to media personnel as a one-stop shop of everything they need to create news pieces that promote the organization. Any Canadian group that has a public identity should have a press kit, from large corporations to authors or independent bands. Nonprofit groups are no exception; in fact, it's even more important for nonprofits, as they usually do not have extra funds to market themselves. The good news is that press kits are simple and fairly inexpensive to create yourself.

Things You'll Need

• Computer with word-processing software
• Printer
• Letterhead
• Pocket folders
• Printable labels
• Business cards (optional)

Instructions

1. Create an introductory letter. If your press kits will be available at a specific event, your letter should thank the media personnel for attending the event and provide a brief synopsis of the event. If the press kits are available year-round, your letter should thank the media personnel for their interest in your organization. The letter should then provide a list of what they will find inside the kit (in the order they're compiled) and information on how to contact you.

2. Create a fact sheet about your nonprofit. Facts could include the history and mission of the organization, the organizational structure or bios of the major staff members and volunteers, and information on membership, volunteering and donating. If your nonprofit has charitable status, you could also include information on whom your organization has helped or any projects underway for the current or upcoming year. Charities may also wish to provide their Canada Revenue Agency (CRA) registration number and how to request an official donation receipt.

3. Print all press releases and positive media coverage from the most recent year. These should be organized by date in your press kit, starting with the most recent and working backward.

4. Add any relevant photographs that you wish to provide to the press. Make sure they are in full color.

5. Provide a fact sheet with information about all public fund-raising events that your organization puts on (date, time, location, etc.) or provide a sample of the brochures that you produce for the events.

6. Compile all the information in order and place it inside a pocket folder. If available, attach a business card for your executive director and any media relations staff or volunteers in your organization.

7. Create and print labels for the front of your folders. Labels should have a clear description of what the folder is, such as "Press Kit" or "Media Kit." Add your nonprofit's logo (or name, if a logo is not available) to the label so media personnel can easily identify whose kit they are holding.

Tips & Warnings

• Everything you print (with the exception of news clippings) should be on your nonprofit's letterhead.

• If press kits are not required for a specific event, you may wish to keep a digital copy and print them only when requested by media personnel.

• Always check your press kit before handing it out, to ensure that it is up-to-date and not missing anything.

References

• Canadian Parents for French: Media Guide
• Canadian Association for Co-operative Education: How to Develop a Media Kit