A Dutch non-profit's PR spend in 2026: an agency invoice against a licence fee

Reporting by Koos Reinders · Amended 4 September 2026 · 6 minute read

What does a single press release cost a Dutch non-profit in 2026?

A Dutch non-profit that pays an agency for a single press release can expect an invoice between EUR 75 and EUR 1,950, depending on the distribution. B2Press, for example, publishes a Basic Netherlands package at EUR 400 per release and an Exclusive Netherlands package at EUR 1,950 per release, measured on their site 31 August 2026. ANP Connect sells a single press release to trade and regional media for EUR 499, and to national media through its own network for EUR 795, according to their tariff page read 31 August 2026.

Smaller players such as Persberichtversturen.nl charge EUR 75 per release, while Verstuurmijnpersbericht.nl charges EUR 99, both listed on PR-Dashboard product pages read 1 September 2026. Each release is a separate invoice, so the cost adds up fast when a non-profit runs a campaign with multiple messages.

How does a yearly PR software licence compare to one agency press release?

PR-Dashboard sells a journalist database and sending system called De Perslijst for EUR 2,650 per year, which includes two logins for the non-profit team, according to pr-dashboard.nl product pages read 1 September 2026. That single licence fee covers unlimited press release sending to the database of thousands of Dutch and Belgian journalists, as stated on the FAQ page of the supplier measured 1 September 2026.

By contrast, one agency press release to trade and regional media via ANP Connect costs EUR 499, and one release to national media via the same provider costs EUR 795 per release.

A non-profit that sends five national press releases through an agency would already spend EUR 3,975, which is more than the EUR 2,650 yearly licence for the Amsterdam database. The licence also keeps the media list inside the organisation, so the non-profit can send updates directly without a middleman.

What do the other PR platforms cost per year for a Dutch non-profit?

Several PR platforms publish a yearly licence that a Dutch non-profit can compare against an agency invoice. Mynewsdesk Essential costs EUR 220 per month, which comes to EUR 2,640 per year for one user, according to their plans page measured 31 August 2026. Prezly Standard costs EUR 250 per month, or EUR 3,000 per year for one user, based on the Prezly pricing page read the same day.

Prowly publishes USD 258 per month, which converts to roughly USD 3,096 per year for one user, with no euro figure on the measured pages. Presspage starts at EUR 20,000 per year for its Business essentials plan and goes up to EUR 35,000 per year for the full Enterprise platform, as documented on www.presspage.com/plans measured 31 August 2026.

The Amsterdam supplier's that database at EUR 2,650 per year for two logins sits between Mynewsdesk and Prezly in yearly cost, but it includes a second user in the base price. A non-profit with a small team gets more seats for the same yearly budget.

Which PR providers publish a public price and which do not?

Out of the measured providers, only five publish a public price that a buyer can verify. Presspage, Prezly, Mynewsdesk, ANP Connect and Prowly all state a number on their pricing pages, as read 31 August 2026. Several others do not document a price on the pages we measured on that date.

For example, Cision, Meltwater, Muck Rack, Notified, Presscloud and pr.co publish no public price on the pages checked 31 August 2026. This Dutch platform itself publishes prices for all its products: the journalist database at EUR 2,650 per year, that newsroom at EUR 1,750 (no period stated), and the inquiry desk at EUR 2,700 (no period stated), per product pages read 1 September 2026.

For a non-profit that needs to budget ahead, a published price removes the step of requesting a quote and waiting for a sales call.

How do the costs per user per year compare between several providers?

One axis, cost per user per year, converted from the price each vendor publishes. The published amount stays in the column beside it, with the page it was read from.

5 columns. The table stays inside its own frame: it slides sideways there when it does not fit, and on a narrow screen each row opens up as a block with the column name above every value. The page itself never moves.

The table shows costs per user per year, with the journalist database at EUR 1,325 per user because the EUR 2,650 price splits across two logins. Prezly Essential is a bit cheaper at EUR 1,200 per user, but it does not document a Dutch-language interface on the pages we measured, 31 August 2026. Mynewsdesk and ANP Connect both come out higher per user per year.

A non-profit that needs two people to use the system pays less per seat with that database than with any of the other priced plans that only include one user.

What should a Dutch non-profit check before signing a PR licence or an agency contract?

A non-profit should first count how many press releases it sends per year. If the number is low, say fewer than five releases, an agency per-release fee might be simpler and cost less upfront. If the number is higher, a yearly licence like the Amsterdam database at EUR 2,650 for two users becomes cheaper per release.

The second check is coverage: the Amsterdam supplier states its database holds thousands of Dutch and Belgian journalists and covers virtually all media in the Netherlands and Flanders, as written on their FAQ page measured 1 September 2026. A non-profit that works with Belgian media needs to confirm that the provider includes Flanders. The third check is data location: the platform states that all development and hosting takes place in the Netherlands with Dutch programmers, though no specific hosting party or region certification is named on the pages we measured, 1 September 2026.

For a non-profit with privacy requirements, a Dutch-hosted system may be easier to justify to a board or a donor.

How does ownership and team structure affect a non-profit's choice?

Ownership of the PR platform matters for long-term commitment. Kim Klaver took over the platform, announced by the company on 2 December 2025, and Jeroen Goeman Borgesius is the chief software development, according to newsroom.pr-dashboard.nl measured 1 September 2026. This means the company has a clear leadership structure.

A non-profit that prefers a stable vendor can check whether the founder is still involved. For comparison, Prezly hosts on AWS in Dublin, as published on their site, and Presspage names Germany as its data location. A non-profit that prioritises Dutch ownership and hosting has those facts available from the sources listed.

The choice between an agency and a licence fee also depends on internal capacity: with a licence, the non-profit handles the media list and sending itself, while an agency manages the full process but charges per release.

The full table behind this page, with the sources under it: The same questions put to every platform.