Copywriting for Non Profits
Sales writing is sales writing.
I agree.
It doesn’t matter if you’re writing to sell “mind-enhanced water” (as one person who recently posted here wants to venture into)…
…Or help feed the painfully-starving children in Africa.
However…
There are very distinct differences between selling a product or service…
…and inspiring people to donate to a Cause.
Because successfully targeting the emotions that persuade someone to believe in your Cause in one thing.
However…
Making your prospects have faith in your ability to utilize their donations properly…
…and manifest the end result you’ve implanted in their minds is something else entirely.
Currently…
I’m writing for three separate not-for-profit organizations.
I’ve put in quite a bit of research time looking at HOW other non-profit outfits portray themselves.
What I found totally interesting was how virtually every organization I looked at (in the three markets I’m focusing my attention) almost go out of their way to NOT elicit emotion.
Every site was written in a drab, dry, content-style of writing.
Just providing basic information – without seemingly any desire to stir up any kind of deep-seated emotion to compel, you know… action!
That being said…
What they did do is (for the most part) is communicate what kind of donations are needed to make an impact for their Cause and articulate the logistics for distributing the money and goods.
Why is that… do you think?
Well…
One of the BIGGEST objections in the not-for-profit world is how donations are used (or not used.)
Making potential donors feel at ease and confidently demonstrate how funds are used is essential!
Of course…
It begs the question:
Does communicating specificity and accountability imply you have to write your copy in as one-dimensional of a way as possible?
HELL NO!
In fact…
If any market or industry demands stirring up people’s emotions…
…Writing for charitable Causes that sincerely want to make a difference is it.
Truly…
When you allow yourself to fully fathom your role as a non-profit copywriter and observe the injustices permeating the planet (from the domino effect of just YOUR Cause), there’s absolutely no shortage of emotion to convey and elicit.
The idea that, as a not-for-profit entity, you need to have a strictly business-like façade to be taken seriously by donors is complete rubbish.
And the point of this thread is to encourage ANYONE pursuing a non-profit to take off the gloves and BE REAL, BE SINCERE, BE HONEST… and go for the bleeping jugular!
After all…
The more people you can inspire to donate (by knocking them off of their emotional equilibrium), the more financial help you’ll have the POWER to strategically provide!
Mark Pescetti
P.S. There’s the notion that non-profits, especially the smaller ones, don’t have the financial capital to invest in copywriters. Sure, that’s definitely true. I even know a few copywriters (and Advertising Boutiques) that have donated their time and expertise to Causes they’re inspired by. However, there are TONS of non-profits with massive funding that intend on doing things right, because they realize that a proper investment will HELP them, HELP their Cause.
If you’re inspired to be a part of something that’s more than helping entrepreneurs successfully launch their latest “Make Money Like Me” audio, video and ebook series…
…Position yourself to capture some of these amazing not-for-profit Causes.
They need our HELP!
I agree.
It doesn’t matter if you’re writing to sell “mind-enhanced water” (as one person who recently posted here wants to venture into)…
…Or help feed the painfully-starving children in Africa.
However…
There are very distinct differences between selling a product or service…
…and inspiring people to donate to a Cause.
Because successfully targeting the emotions that persuade someone to believe in your Cause in one thing.
However…
Making your prospects have faith in your ability to utilize their donations properly…
…and manifest the end result you’ve implanted in their minds is something else entirely.
Currently…
I’m writing for three separate not-for-profit organizations.
I’ve put in quite a bit of research time looking at HOW other non-profit outfits portray themselves.
What I found totally interesting was how virtually every organization I looked at (in the three markets I’m focusing my attention) almost go out of their way to NOT elicit emotion.
Every site was written in a drab, dry, content-style of writing.
Just providing basic information – without seemingly any desire to stir up any kind of deep-seated emotion to compel, you know… action!
That being said…
What they did do is (for the most part) is communicate what kind of donations are needed to make an impact for their Cause and articulate the logistics for distributing the money and goods.
Why is that… do you think?
Well…
One of the BIGGEST objections in the not-for-profit world is how donations are used (or not used.)
Making potential donors feel at ease and confidently demonstrate how funds are used is essential!
Of course…
It begs the question:
Does communicating specificity and accountability imply you have to write your copy in as one-dimensional of a way as possible?
HELL NO!
In fact…
If any market or industry demands stirring up people’s emotions…
…Writing for charitable Causes that sincerely want to make a difference is it.
Truly…
When you allow yourself to fully fathom your role as a non-profit copywriter and observe the injustices permeating the planet (from the domino effect of just YOUR Cause), there’s absolutely no shortage of emotion to convey and elicit.
The idea that, as a not-for-profit entity, you need to have a strictly business-like façade to be taken seriously by donors is complete rubbish.
And the point of this thread is to encourage ANYONE pursuing a non-profit to take off the gloves and BE REAL, BE SINCERE, BE HONEST… and go for the bleeping jugular!
After all…
The more people you can inspire to donate (by knocking them off of their emotional equilibrium), the more financial help you’ll have the POWER to strategically provide!
Mark Pescetti
P.S. There’s the notion that non-profits, especially the smaller ones, don’t have the financial capital to invest in copywriters. Sure, that’s definitely true. I even know a few copywriters (and Advertising Boutiques) that have donated their time and expertise to Causes they’re inspired by. However, there are TONS of non-profits with massive funding that intend on doing things right, because they realize that a proper investment will HELP them, HELP their Cause.
If you’re inspired to be a part of something that’s more than helping entrepreneurs successfully launch their latest “Make Money Like Me” audio, video and ebook series…
…Position yourself to capture some of these amazing not-for-profit Causes.
They need our HELP!
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More
Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More