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You will learn to:

  • Apply behavioural science to get more people to read whatever you write
  • Avoid the mistake 90% of copywriters make when asking for support or donations
  • Use statistics, stories, typography and more to engage, persuade and get results
  • Write equally effectively for acquisition, retention and lapsed supporters
  • Adapt and apply all you have learned so that it works across all media

Course availability 

start location member non-member places left
Central London (W1W 8SS) £549.00 £599.00 10+
Central London (W1W 8SS) £549.00 £599.00 10+
Central London (W1W 8SS) £549.00 £599.00 10+

NB: Prices above subject to VAT.

Course information

programme

Core principles and best practices

  • How people read and respond to what you write
  • The difference between selling products and selling ideas
  • How to harness universal interests that always grab reader attention
  • How to use emotional triggers to increase engagement
  • How to use statistics so they strengthen your case, not weaken it
  • Which persuasion methods work best in not-for-profit marketing
  • The most common solicitation techniques explored and explained
  • How to set the right tone of voice for your target audience
  • Understanding the power of images, sub-heads and captions
  • Practical do’s and don’ts every copywriter should know and apply

Writing for acquisition, retention and lapsed supporters

  • Why fundraising letters are a completely unique marketing tool
  • Why less than 5% of your letters ever get read, and how to up that percentage
  • Is it too long or is it too short? How long should your copy be?
  • Where to put the “ask” in your fundraising letters
  • The top 10 types of headline explored in their order of effectiveness
  • Case study: what we can learn by analysing other charity’s fundraising letters

Adapting your copy to work on the web, email and mobile

  • Balancing the telling and persuading in leaflets and brochures
  • Writing effective email copy and subject lines
  • The critical difference between website copy and offline copy
  • Techniques for mobile campaigns that get results

Reviewing and critiquing copy

  • Template for reviewing and critiquing example copy
tutors

Paul Chuter F IDM, Managing Director, Lindum Associates

Paul Chuter F IDM is one of the UK’s leading sales and marketing communications practitioners.

Since 1990, Paul has provided consultancy, copywriting and training services to major international business enterprises, leading not-for-profit organisations, government agencies, professional bodies and academic institutions.

Paul has trained staff from more than 350 commercial enterprises and 250 charity sector organisations in effective copywriting skills. His training combines attitudinal approaches, practical techniques and best-practice methodologies that can be applied immediately in the workplace to achieve impressive results. 

venue

IDM Head Office

The IDM have created an inspiring training area with two state-of-the-art training suites. There is a café dining area and relaxation zone to help you network and gain knowledge during your visit.

testimonials
If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, the IDM is for you

Katherine Fleet,
Matrix

The IDM has truly stolen a march on the CIM in terms of delivering relevant, accessible and career enhancing digital marketing qualifications. This won’t be the last time I invest in one of their courses

Andy Richardson PG Dip DigM,
Client Director, Dunnhumby

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