As writers we have to be flexible.  Our projects are diverse and have to match the needs of our clients. You might think copy is copy – not true.  While there is a lot of overlap in all areas of copywriting, each industry requires a little something specific.  In the not-for-profit sector there are pitfalls and challenges that are as unique as the mandates of the organizations.  When writing great non-profit marketing copy, here are 5 things we keep in mind:

1. Write for the reader, not for yourself.
You know why you do what you do, but don’t assume your audience does.  Keep the jargon to a minimum (mysterious acronyms are the best way to lose readers).  Remember that although your readers might agree with your mandate (once they know what it is) yours is essentially a sales pitch – from their perspective, what’s in it for them?  Why should they read on, volunteer for your programs, or make a donation?  Make this information accessible, easy to read and very compelling.  Clear copy means a clear call to action (and a much better response).

2. Emphasize benefits, not just features.
By describing all the features of your organizations and programs you won’t give readers a clear understanding of why you exist.  Your readers, without a background in the non-profit sector, might not be able to ‘connect the dots’ – your copy should do it for them.  For example, if your organization provides camps for sick kids this is great.  However, you need to emphasize how this benefits your audience.

Feature: Provides summer camps for sick kids.
Benefit: Provides fantastic educational and quality of life experiences for kids, and respite for their families.

Your marketing copy should lay everything out – make the benefits of what you do jump out to your audience and you’ll get your message across.

3. Grab your audience’s attention with an impactful headline.
People are busy.  Your readers might give you only a couple of seconds to make your point, and your headline should be powerful enough to do just that.  The best way to grab your reader is to give them a headline that speaks to their concerns or involvement; again, make your copy reader-centred.

Boring: Non-profit Volunteer Centre Offers New Recruitment Seminar
Great: Revolutionize Your Non-profit’s Volunteer Recruitment In 3 Easy Steps!

4. Stick to an editorial process that works.
You know what you want to say and have all the background to understand context – your audience doesn’t.  Once you’ve got your punchy copy put it aside.  Before you come back to it, press an assistant into service – a friend, a spouse, anyone who isn’t privy to the inner workings of your organization and can be counted on to expose jargon.  Take it back, strip it of all alienating or unnecessary words and you’ll have effective marketing copy that really works.  The key?  Once you’ve settled on an editorial process, stick to it every time.  The consistency and continuity of your writing style will enhance the impact of your message.

5. Just have a conversation.
You’re passionate about your cause, so the best way to break through jargon and misunderstanding is to write the way you talk.  Don’t be afraid to use informal language or questions to move your readers.  Simple words that get to the point and friendly phrases that cut through formality and jargon are the best ways to reach your audience; and the best ways to avoid misunderstandings.  “So what’s the next step?” – just be yourself and have a conversation.

These five points can act as the cornerstone for anyone writing effective NPO marketing copy.  Your non-profit organization might not, strictly speaking, be a business, but you need to run it like one.  And writing great marketing copy – that will guarantee results – is an important first step.

by Katie Mead