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What is this type of writing called?

by CopyWriteHer
5 replies
I was wondering if you label the type of writing used for not-for-profit brochures, websites and public relations material as "copywriting"?

Perhaps it is called promotional writing and is a different genre entirely?

I figure that at the least, writing executed with the goal of soliciting donations would be "copywriting" but what about the rest of it?

Do copywriters approach not-for-profits and charitable organizations for that sort of work?
#called #type #writing
  • Profile picture of the author John_S
    I was wondering if you label the type of writing used for not-for-profit brochures, websites and public relations material as "copywriting"?
    Yes. It's called marketing communication or institutional copy. There are direct marketers in this space, and it's a specialty like catalog copywriting, with specialty list brokers and so on.

    Do copywriters approach not-for-profits and charitable organizations for that sort of work?
    DMers have and do target this market. However, it's a specialty market. You want to cultivate examples just for showing this kind of client.

    Richard S. Hodgson's Greatest LettersRichard S. Hodgson's Greatest Letters book is a good one to check out. It has fund raising letters you'd probably find more familiar.

    There is no reason you can't apply the general mindset of direct response to this. It's just that I have heard -- from their very mouths -- a whole lot of these people got into this because they dislike selling. That's an attitude made for a laugh track given the objective is often fund raising or contributions.

    Voluteers and contributors might have different motivations and respond to different offers than get rich schemers. They still need to respond to keep the organization's lights on.

    I've written press release letters, and political fund raising letters and promotions. I would never write them in institutional form and expect good results.
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  • Profile picture of the author Warrior X
    Originally Posted by CopyWriteHer View Post

    I was wondering if you label the type of writing used for not-for-profit brochures, websites and public relations material as "copywriting"?
    Of course it is.

    Take for example a story Dan Kennedy talks about in The Ultimate Sales
    Letter.

    He was asked for a piece to promote a telethon fundraiser for a non-profit.

    The headline (sent to local businesses) was something like...

    "Cable Air Time For 70% Off...90% Off...Even Free...Yes It Is
    Possible
    (only, you know his was better, being Dan Kennedy and all)

    The non-profit exec's said: we can't send something like that, it's too sales-y, and we're a non-profit.

    Well, you can guess how it turned out since he put it in his book.

    We're all salespeople, it doesn't have to be a dirty word IMO

    Regards,
    Jeremy
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  • Profile picture of the author sanjaypande
    Originally Posted by CopyWriteHer View Post

    I was wondering if you label the type of writing used for not-for-profit brochures, websites and public relations material as "copywriting"?
    All of it is not. Unless it has a call to action, it's not copy.

    All of these "can" be classified as copy if ... they have persuasion elements with a call to action - ask for money, call, help

    Originally Posted by CopyWriteHer View Post

    Do copywriters approach not-for-profits and charitable organizations for that sort of work?
    Have you heard of the "dollar bill letter"? The one that Robert Collier created and Gary Halbert swiped and popularized?

    The original Robert Collier dollar bill letter was a fund raiser.

    Non-profits spend a lot of money on getting funds. They need ROI on advertising just like everyone else.
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    • Profile picture of the author Andrew Gould
      Originally Posted by sanjaypande View Post

      Unless it has a call to action, it's not copy.
      Unless it has a call to action it's not direct response copy.
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      Andrew Gould

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  • Profile picture of the author abugah
    If it is measurable, then it is direct response copywriting. If it is not then it is public relations.

    It can't be measurable if it has no call to action.

    The form it takes, the industry, the technology involved really doesn't matter.
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