It’s easy to overthink the process of copywriting and feel a lot of pressure to write the perfect appeal, but copywriting is like any other skill which requires patience and practice. In the last episode of Season 4, we chat with Liz Haas from Alive Hospice, who faces the challenging task of writing uplifting stories for a nonprofit hospice care facility. We also hear from Drew Reynolds, a data expert who help nonprofits communicate hard facts and figures without detracting from the passion and heart behind their message.
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HERE IS THIS WEEK'S CHECKLIST:
☑️ Consider who will receive each piece of content.
Liz Haas reminds us that our community’s attention is our greatest resource. If you overwhelm your community with repetitive content, they will lose interest in your message. Consider segmenting your audience so you can ensure they only receive content which is relevant to them.
☑️ Always include your mission in your messaging.
Especially when you’re drafting copy for several media, don’t forget to restate your mission. Your readers need to know, in every post, every newsletter, every big and small ask, why they should care about what you have to say. Also, be sure your mission is stated consistently across all platforms.
☑️ Evoke emotion through concise messages.
It might seem daunting to write content which is emotionally impactful, but also short and to-the-point. Liz recommends you tackle this problem by focusing on your word choice, avoiding flowery descriptions, and finding personal, real stories to convey your message.
☑️ Ensure your copy resonates with the reader.
This week, our anonymous question discussed how to avoid losing social media followers and email newsletters subscribers. Jenni explains that if you’re writing effective copy and targeting the right audience, this shouldn’t happen. Your copy should make the reader feel like they are an active, integral part of your mission. Think about who you’re targeting and make sure the content is relevant for those people.
☑️ Use data to make your message impactful.
Drew Reynolds offers great advice about how to effectively use data in your messages to deepen your mission’s impact. He says the art of fundraising involves finding ways to bring data and storytelling together, and then deciding how to emphasize one or the other to reach the appropriate audience.
☑️ Directly connect your mission to the reader’s contributions.
For many organizations, this may mean assigning a dollar amount to the need or services you provide (e.g., “$50 will provide a student with school uniforms for a year”). Organizations tackling a broader problem like climate change may need to bring large scale data down to the reader’s level or use the data to point to past successes. Think about what makes those statistics meaningful for each specific donor or participant. People are often willing to give if they see themselves as a participant in the cause.
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I also cover a wide range of topics related to nonprofit management on my podcast, including board development, program creation, and grant writing.