Copywriting for Not-for-Profit

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