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How to Write a Persuasive Marketing Copy for Nonprofits

Most people would assume that writing a persuasive marketing copy for a nonprofit cause is much simpler than writing copy for products or services. After all, the mission of most nonprofit organizations is to aid those who are in trouble, to save lives, to cure diseases, and to provide better lifestyle conditions to the misfortunate. Humans or animals, it doesn’t matter – the cause is still important!

However, there’s a very important aspect that every nonprofit promoter must acknowledge once and for all. It is extremely unfortunate but it’s the truth:

People rarely care about anything other than themselves.

Therefore, a nonprofit organization that emphasizes the cause will rarely draw the attention of their audience. Why? Because there are no benefits involved. People click on ads and buy products because benefits are promised. These benefits usually come from the value of the product or service that a business organization provides.

To make your marketing copy persuasive, you must start thinking and acting like a marketer does. You need to understand the basics principles that make people “tick” and combine that knowledge with your altruistic cause. Find that balance and your marketing campaigns will rock. 

Without further ado, let’s tackle several strategies for developing better, more persuasive marketing copy for nonprofit organizations.

1

Establish Concise Goals for Your Copy

What’s the main purpose of your copy? Do you know why you’re writing it? Do you know how to measure your success?

If you don’t, start deciding your copy’s objectives. Think of the actions that you want your employees to take and find the best way to ask for it. Don’t try to “educate” or “improve awareness”. That’s content. Marketing copy is different and it should lead to precise results.

2

Properly Target Your Audience

Every copy – business or nonprofit – must be properly aimed to appeal to specific people with specific needs, desires, and problems. Therefore, in order for your copy to be effective, it must talk directly to your “ideal prospect”. The best thing you can do is use your copy’s objectives to identify who you want to reach.

For example, a nonprofit organization can look for donors, team colleagues, media coverage, and so on. Depending on your already-decided objectives, build a target persona and use it throughout your future campaigns.

3

Make Your Copy Readable and Impeccable

Great copies are always impeccable, which means that they present no grammar or spelling mistakes. Moreover, they’re also extremely ”readable”, which means that every reader will be able to easily understand what you’re trying to say.

If you’re not great at writing, I’d suggest you consider outsourcing professional editing services. EssayOnTime, for example, is one of the few services that you can totally trust. They bring amazing writers that will easily adapt to your requests. Moreover, they’ll pay attention to your nonprofit cause too, offering various discounts to all nonprofits that seek writing/editing help.

4

Tell Amazing Stories

People have been telling stories since the beginning of mankind. In the modern times, stories are used as a mean to trigger interest and attention. A good story will capture the reader’s attention, making him react in different, positive ways.

Include a touching story in your copy, and you will be able to better send the message that needs to be understood by your audience.

5

Showcase Benefits instead of Features

As I’ve already mentioned, people couldn’t care less about most sensible causes. If you base your marketing copy on the features of your nonprofit organization, which means what you do, how you do it, and why you do it, you won’t produce many positive results.

However, if you showcase the benefits, people will immediately pay attention. Many would like to contribute to special causes, but the lack of benefits is often what stands in their way. For example, let everyone know that they’ll be able to meet new people, help souls, find peace, satisfaction, love, and fulfillment.

6

Appeal to Their Emotions

Make your prospects feel emotions and they’ll become more responsive to your copy in the majority of cases. Human beings are without a doubt emotional beings. Now. Because you’re writing copy for a nonprofit cause, the chances are that you’ll have many possibilities to spark your audience’s emotions.

Focus on that and aim to make people feel stuff by the time they’re done with your copy. If you manage to do that, it will be harder for them to ignore or avoid your call.

7

Include Strong CTAs

Even if your copy goals are established and even if you have a great understanding of your audience, you still need to encourage your prospects to take action. People are used to consuming content, ads, copy, then move forward without doing a thing.

Your job is to stop them from leaving your copy without doing what you expect of them. To draw the attention of your reader, take advantage of strong CTAs (calls-to-action). 

8

Don’t Ask for Too Much

Every cause is important. When you write marketing copy for a nonprofit organization, you should keep in mind that being unreasonable is going to crush your chances of reaching your objective. Don’t ask too much from your readers, especially from those who have just heard about you. You’d better start developing a relationship first, give something for free, then ask for something in return. Be reasonable!

Further information

The difference between the most successful nonprofits and the mediocre one lies in their ability to promote their cause. All big nonprofit organizations work with amazing marketers that understand how to leverage the dynamics of the marketplace. You don’t necessarily need that as long as you keep yourself informed and you keep practicing. Good luck! 

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Page last edited Jan 29, 2018 History

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