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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 £549.00 £599.00 10+

NB: Prices above subject to VAT.

Course information


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 your own and other people’s copy
  • Practical session: your own copy expertly reviewed in open session with practical advice for improvement
who should attend?
This course is designed for marketers who work for charity or not-for-profit organisations and who are required to write copy for supporter acquisition, individual giving, major donors or trusts.

Enrol onto ‘Copywriting for Not-for-Profit’ course and receive the ‘DMA Copywriting Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Paul Chuter F IDM, Managing Director, Lindum Associates

Paul is one of the UK’s leading sales and marketing communications practitioners. Since 1991, he has provided consultancy, writing and training services to major international business enterprises, leading not-for-profit organisations, government agencies, professional bodies and academic institutions.

Paul’s clients, past and present, include: Battersea Cats & Dogs Home, Ericsson, Hitachi Data Systems, Institute of Direct & Digital Marketing (IDM), Institute of Directors (IoD), Institute of Fundraising (IoF), Logicalis, Intel McAfee, Medical Protection Society, Multiple Sclerosis Society, National Autistic Society, RNIB, Rocket Fuel Inc., The Salvation Army, Security Industry Authority (SIA), Scope, TradeDoubler, Emmanuel College Cambridge, University of Leicester, University of Loughborough and Warner Bros.

Paul has trained staff from more than 100 UK charity and not-for-profit organisations in effective copywriting for fundraising techniques. His training combines attitudinal approaches, practical techniques and best-practice methodologies that can be applied immediately in the workplace to achieve impressive results.

Paul also advises UK and international advertising agencies on new pitch and client campaign strategy, and is a regular contributor to industry journals and blogs.


IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

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,

The trainer’s background knowledge and understanding of the wider concepts of fundraising for a hospice were very useful in this specific piece of direct marketing work. As a result of this assignment we now have a clear plan of action to implement which is...

Chief Executive,
Local Charity / Hospice based in Greater London

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