Copywriting for Not for Profit | Training Course | IDM
  • You will learn to
  • Details
  • Course availability

You will learn to:

  • Apply behavioural science to get more people to read whatever you write
  • Avoid the most common error charities make when asking for support
  • Use statistics, storytelling and behavioural science to engage, persuade and drive action
  • Write equally effectively for acquisition, retention and lapsed supporters
  • Adapt and apply all you have learned so that it works across all media

Course Categories: Copywriting & Creative

See below for further course details and full programme information.

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Course availability

Start Location Member Non-Member Places Left  
24/01/23 Virtual classroom £400.00 £450.00 12 More info
Book Until
23 Jan 23
23/05/23 Virtual classroom £400.00 £450.00 14 More info
Book Until
20 Jun 23

NB: Prices above subject to VAT

Course Information

Core principles and best practices

  • How people read and respond to what you write
  • How to apply reader-centricity to your copy
  • How to harness universal interests to grab reader attention
  • How to use emotional triggers to increase engagement
  • How to use visual language so your supporters see, feel and hear
  • The most effective solicitation techniques explored and explained
  • How to set the right tone and language for your target audience
  • Understanding the true power of images, sub-headings and captions
  • Practical do’s and don’ts every NFP copywriter should know and apply

Writing for acquisition, retention and lapsed supporters

  • What makes an appeal letter 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’s the best possible place to put the “ask” in your appeal letters
  • How to motivate lapsed supporters to reengage and renew their support
  • The top 10 types of headline explored in order of their effectiveness

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

  • Creating interest from the outset for leaflets and brochures
  • Writing effective email copy and subject lines
  • The critical difference between website copy and offline copy
  • Techniques for structuring and writing short-form copy for mobile and social media

Reviewing and critiquing copy

  • Template for reviewing and critiquing copy
  • Over 100 real-life copy examples to learn from: the good, the bad and the ugly

Paul Chuter F IDM, Managing Director, Lindum Associates

Paul Chuter F IDM is one of the UK's leading 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 400 commercial enterprises and 350 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.

London (W1W 8SS)

Excellent tutor who inspired with confidence that the content was relevant, reliable and proven.

Susannah Rose,
British Museum

Great day - and I'm typically very critical. I got a real sense of value, with highly worthwhile lessons for anyone in the charity sector or fundraising generally.

Jack Barton,
National Trust

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

This course was engaging and easily digestible. I now feel confident to take the skills I have learned forward into my next marketing appeal or fundraiser

Get in touch...

To discuss your options, please get in touch with one of our learning and development team:

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