As a nonprofit leader, you have to balance a lot at the same time. And unless you have a dedicated marketing team member (and even if you do), there’s still probably a lot of shared responsibility. One place that may be overlooked is your marketing department, especially when it comes to copywriting. <\/p>\n\n\n\n
Marketing is all about communication and connecting with your audience in a way that is engaging and inviting. It is crucial to ensure the people reading any copy involved, whether it’s an email or the ‘About Us’ page on your website, understand your mission. It’s more than that though. Just like any other organization, there are actions you want your readers to take. There’s information you want them to know that may decide if they want to donate or get involved. That’s why we are going to share three tips to help you with copywriting to further your nonprofit’s marketing goals. <\/p>\n\n\n\n
The goal of good copy is to encourage the reader to take action. So let’s talk a bit about how to do that \u2014<\/p>\n\n\n\n
Who are you talking to when you write copy for your website? Are you talking to your direct-mailers or your landing page and emails? Knowing one’s audience can influence communication style, word choice, and even the placement of those words. This is why before you sit down to write the copy, it is imperative to make sure you recognize exactly who you are trying to communicate with. This could include potential volunteers, people who need your nonprofit’s services, and potential and current donors. <\/p>\n\n\n\n
This is a common issue. Often, people think that using big words or high-brow language will be more impressive. While there may be industry terms that are necessary to use, try to keep it as simple as possible. This is not just about the words themselves but how they are placed, how many words you use, and the flow of your messaging. This also means that you should try to avoid large blocks of text. Try using bullet points, short sentences and words, clear subheads, and numbered lists. Also, fun uses of language like alliteration and rhythm can help keep the reader interested. <\/p>\n\n\n\n
There are reasons why your nonprofit does the work it does, and those stories are important. They help build a background for why your organization’s staff and volunteers show up. The story allows potential donors to understand who, what, and where their donations are going toward. Human beings love stories. They connect us, make us feel empathy. They can be incredibly compelling to introducing donors, volunteers, partners, and others in recognizing the importance of your mission. Of course, your About Us page is a great place for this. Use this page to communicate the background, journey, and mission (and vision) statements. This page is a clear statement of what your company values. Also, consider that story and the values inherent to your organization in all of your copy. Whether it’s the first aspect of your organization readers see, like your Home Page, or the emails you send weave storytelling into all of it. <\/p>\n\n\n\n
Remember that you need to give your reader something to do. There should be a reason for them to read. Having calls to action throughout your site is important. Want them to donate? Have a donate button at the end of the email. Want them to read more? Could you give them a quick way to do so? The copy’s text, be it a letter, email, or web page, should easily direct them to that ultimate goal. <\/p>\n\n\n\n