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How to Write Nonprofit Website Content that Converts and Connects

When you’re writing content for a nonprofit website, you’re not writing because content makes you money. You’re doing it for the sake of creating conversions and connects for a greater purpose.
You still want people to donate and take action. Not because they want to get a product or service, but because they are inspired to support a cause. How do you achieve that effect?


Create a Donor Persona

When copywriters want to write content that sells, they create a buyer persona. You’ll be creating a something similar, but different: a donor persona.

This will be a realistic representation of your ideal donor. Why do you need this persona? So you’ll know who you’re writing for. When you target all your content towards a relevant donor persona, you will address your audience on a more personal level.

So how do you create this ideal donor? Answer these questions:

  • What causes do they care about?

  • What makes them passionate about a cause?

  • How old are they?

  • What do they invest their money into?

  • What do they do for a living and how much do they earn? 


Tell a Story

A website related to a nonprofit cause must not be bland and emotionally detached. Such content would never prompt your audience to act. When you’re trying to find ways to engage your readers, think about storytelling. It’s a technique that makes your content easier to read. However, it also enables you to get to the minds and hearts of your readers.

Each story is based on two elements: characters and conflicts. Tell a story that involves people you want to help. Share their conflicts and struggles. Then, present a solution. Everyone can be part of it when they join the cause.

These characters and conflicts must be real. When you’re writing for a nonprofit website, you must not tell fiction.


Make It Perfect

Your content should be absolutely free of grammar, spelling, and syntax issues. It shouldn’t be too wordy or too scarce. It must have the right level of emotional appeal that makes your audience act.

It’s hard to strike that balance, but you’ll get there with practice. As long as you understand your target audience and you know what makes them act, you’ll find ways to engage them.

If it’s difficult for you to write flawless content, you can hire a writing service to help you research, compose, and/or edit the articles.


Don't Use Jargon

You’re an insider, so you know the jargon close to the people who fight for this cause. However, you expect donations from the outside, too. That’s why you need to drop the jargon. Do not use words and phrases that might be unfamiliar to some of your readers.

Write content that makes sense not only to you, but to someone who knows nothing about the cause, too. Keep it clean and simple!


Just Write!

Once you have all details figured out, there’s only one thing left to do: write!

It will be easier for you to complete the content if you have an outline. Think of the main idea for a story that would engage your donor persona. Then, just start writing and don’t overthink every single word. The editing stage comes after the writing. For now, set the words free. 

Further information

What do you want the reader to do after going through your content? You want them to act! Inspiring action is exactly why you’re writing this, so don’t forget to include a strong, clear call.

Tell them how they can contribute to the cause. Explain what their contribution would mean. Give them contact information. Give them all information they need before they click the Donate button.

Great content has power to make people act!     


Page last edited Oct 28, 2017 History

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