Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How-to Write Copy for More Donors, Members, Volunteers and Funds Raised!

896 views

Published on

Using examples from nonprofits (submit your copy and it might be chosen as an example – in essence you’d receive a free critique worth over $250), Karen will show how to write stronger copy that your readers are more likely to respond to. This means you acquire more new donors, members or volunteers; get more people signing up for events; raise more funds; and so on.
Karen Zapp will give an overview of the fundamentals of nonprofit copywriting. And then she’ll list three key points or best tips to follow for each of these marketing channels:

- Direct mail
- Email
- Social Media
- Mobile
- Video
- Website

The “best tips” will build on what is covered in the first part of the webinar.

If you want your direct mail letter, email appeal, video, or perhaps home page of your website to be considered as an example used during the webinar, you must submit it via email no later than September 15, 2011. If your example is chosen by Karen then you’ll discover at least 3 changes you could make that would most likely improve the performance of your copy. Fair warning: If you can’t graciously accept professional, constructive criticism … then we suggest you don’t submit your work for consideration!

And anyone who submits an integrated campaign (e.g., direct mail letter and follow-up emails for the same campaign; or email supported by social media), will receive extra consideration when Karen chooses examples she’ll use during the webinar.

What You’ll Learn
- How to write stronger copy that your readers are more likely to respond to
- How copy differs depending on the marketing channel
- What the most common mistakes are
- Ways to integrate your campaigns


Guest Presenter, Karen Zapp, Fundraising Copywriter, PKScribe.com

  • Be the first to comment

How-to Write Copy for More Donors, Members, Volunteers and Funds Raised!

  1. 1. WerwerWerwerWerwerWebinar: How-to Write Copy for More Donors, Members,Werwer Volunteers & Funds RaisedWrewerCopywriting fundamentals for nonprofit organizations.
  2. 2. About Vivanista High quality Training & Tools to help you and your organization raise more money.
  3. 3. Guest Expert Karen Zapp Copywriter & Direct Marketing Advisor www.PKscribe.comZappNonprofitBlog.com 1
  4. 4. Copywriting Fundamentals for Fundraising and Other AppealsThis includes marketing messages. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 2
  5. 5. Direct MailLion’s share of fundraising – Letter length – Package gestalt – Letter format … airy, easy to read, written for skimmers © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 3
  6. 6. Bad Example - Justified margins - Paragraphs NOT indented - Large blocks of text - Long sentences - No bolding, italics, underlining, or other methods of emphasis Difficult to Read© Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 4
  7. 7. Same problems as page one and … - Signature block left- justified - Not written for skimmers Difficult to Read© Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 5
  8. 8. Good Example - Jagged right margin - Paragraphs indented - Short paragraphs - Short sentences - Use of bolding, italics, underlining, and other methods of emphasis to slow reader down (… / ―) Much Easier to Read© Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 6
  9. 9. Good Example Same qualities as page one and … - Large enough Serif font - Signature block not against left margin - P.S. also broken down into two small paragraphs. Much Easier to Read© Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 7
  10. 10. Bad Example Good Example © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 8
  11. 11. Poll . . . Please get ready to cast your vote © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved
  12. 12. Direct MailCopy / Text style – Reader-Centric (donor-centric, member-centric) – Conversational – Use emotion © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 10
  13. 13. Our outreach efforts to cancer survivors have setthe standard for other cancer centers across the Letter Example (Charity)United States, and help ensure that the growingnumber of cancer survivors and their families - Not reader-centriccan take advantage of our specialized knowledge - Not conversationalto enhance their health and lives. On the - Not much emotioneducational front, Acme Charity’s programs aretraining America’s next generation of scientists Room for Improvementand physicians who will bring us closer to ourshared goal of controlling and eventually curingcancer. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 11
  14. 14. Thanks to you, cancer survivors have better health Letter Exampleand quality of life. How? They gain access to vital (Charity)information from our outreach programs. Theseoutreach efforts you help support have set the Previous copy rewritten so that …standard for other cancer centers across the - Reader is the superUnited States. hero of your letter; your That’s not all you’ve helped us achieve. We’re also marketing messagelooking ahead to make life better for future - Spotlight is on thegenerations. reader and NOT your nonprofit Specifically, Acme Charity is training America’s - Conversational tonenext generation of scientists and physicians.Together – through your support of our on-going Reader More Likelyresearch – we continue to come closer to our shared to Respondgoal of controlling and eventually curing cancer. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 12
  15. 15. “Acme Associations continuing education Letter Exampleprograms assist members with life-long (Association)learning. We offer more than 275 continuing - Not member-centriceducation seminars and computer workshops - Not a conversational,across the country in a variety of technical, warm, personal tonemanagement, and regulatory topics. Acme - Not highlighting benefits to prospectiveprograms can help you meet your states member as clearly ascontinuing professional competency ought torequirements ..." Room for Improvement © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 13
  16. 16. As a member of Acme Association youll have ready Letter Exampleaccess to over 275 continuing education seminars and (Association)computer workshops. Previous copy rewritten This means its not only a whole lot easier for so that …you to remain current in your field ― for more - Reader already sees themselves as a membercareer advancement opportunities ― but this also - Spotlight is on thehelps you meet your states continuing professional reader and NOT yourcompetency requirements … Easy for you because nonprofityou can choose from customized on-site training, - More conversational,webinars and a number of other distance learning warm, and personal toneprograms. And they include a wide variety of Reader More Likelytechnical, management and regulatory topics all at to Respondyour fingertips. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 14
  17. 17. Direct MailCopy / Text Style – CLEARLY show how their donation makes a difference – WHY you do what you do … not what – Be bold. Write strong copy. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 15
  18. 18. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 16
  19. 19. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 17
  20. 20. WebsiteVisitor gives you 2-5 seconds to answer these questions for ANY page … – Where am I? (Who are you & where are you?) – What does this organization do? – How will my money be used? – How do I donate? © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 18
  21. 21. WebsiteOther web copy & design guidelines … – EASY to read. EASY to use. – Nothing beats black font on white (not gray) – Limit images, colors, buttons and other graphics competing for attention – Eliminate the jargon. And bury the mission statement deep where it can’t be found. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 19
  22. 22. WebsiteMore copy and design guidelines … – Make the donate button EASY to see and find (for associations – JOIN button) – People read the page in an “F” pattern – Short paragraphs; bullets; subheads; etc. make skimming easy © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 20
  23. 23. Website© Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 21
  24. 24. EmailAnother “work horse” channel – FROM & SUBJECT line trigger most deletes – Airy copy – Immediately come to the point © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 22
  25. 25. EmailGreat cultivation channel too – Demands a clear call-to-action – Send readers to unique landing page that continues the conversation – Shorter length generally performs better © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 23
  26. 26. Social Media & NetworkingImportant points to remember – Get direct mail, website & email working FIRST – Don’t start unless you can keep it going – Must publish Tweets & Facebook updates that are not about you – Consider 3-10 Tweets 7 days/wk; and 3-5 Facebook updates/wk © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 24
  27. 27. Social Media & NetworkingStyle and content – Reader-centric; benefits to reader very clear – Useful content including unique landing pg – Make Tweets short enough to RT without editing – The most-read Facebook updates are 80 characters or less in length © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 25
  28. 28. Social Media ExampleTwitter BEFORE: Mission-Orphanage for 200 girls in India-we hv land desire,faith,belief,purpose,& children 2 start http://twitpic.com/24g6ms RT @mission4orphans: Mission-Orphanage for 200 girls in India-we hv land desire,faith,belief,purpose,& children 2 start http://twitpic.com/24g6ms AFTER: Please help bring care, love, safety, and schooling to 200 girls in India w/new orphanage – http://twitpic.com/24g6ms © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 26
  29. 29. Social Media ExampleFacebook BEFORE: Wilson Center for Social Entrepreneurship – Pace University What’s not to like about the Wilson Center? Check out our website for more info! www.pace.edu/wilsoncenter AFTER: “<insert verbiage> is what student Mary Smith likes best about the Wilson Center. Here’s why she feels this way …” and link to story. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 27
  30. 30. Social Media ExampleFacebook BEFORE: Listen to our vice president of Heifer’s Asia and South Pacific Programs, Mahendra Lohani, describes his recent visit to Nepal. He emphasizes a new focus on income and enterprise development by larger groups, or cooperatives, made up of women with years of experience and success in smaller self-help groups. [Video by Geoff Oliver Bugbee.] AFTER: Women with years of experience and success in smaller self-help groups are the new focus of starting a small business in Nepal. It’s a BIG change that donors made possible. Watch the short video (insert link) of Heifer vice president Mahendra Lohani highlighting these exciting trends from his recent visit to Nepal. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 28
  31. 31. Poll . . . Please get ready to cast your vote © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved
  32. 32. MobileCan’t ignore mobile no matter how small your nonprofit is – Mobile-friendly version of website…NOW – Permission-based marketing – THE MOST PERSONAL channel (Respect this fact.) © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 30
  33. 33. MobileImportant points to remember – Not a stand-alone channel – Add mobile (e.g. texting; mobile web ads) when you know how it will help your fundraising & marketing strategy – Mobile is an ideal way to build stronger relationships with people (Think cultivation & stewardship.) © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 31
  34. 34. How the Channels Compare Direct Mail Website Email Social Media Mobile> Reader-centric > Same top 5 > Same top 5 > Same top 5 Same top 5> Clear benefits > Plenty of white > Hyperlink w/in > Begin with > Begin with 1st or 2nd para punch; get right punch; get rightto reader space > Main point in to the point to the point> WHY…do > Copy trumps 1st para >Links to unique >Links to uniquewhat you do graphics > Short as can landing page landing page> Use emotion > Write for be including > Keep it > Enter this short paragraphs professional PERSONAL> Conversational skimmers > Subheads and > Many updates space with> Plenty of white - bullets respect and bullets not about yourspace - subheads > Tight copy nonprofit courtesy> Take length > Hyperlinks Make linksyou need OBVIOUS OBVIOUS > Black font for > Link to unique landing page body copy > Larger text © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 32
  35. 35. Integrating Campaigns– Integration is NOT AN OPTION– Someone needs to coordinate integration • Direct mail expert…social media expert…web expert…mobile expert…publicity expert, etc. • Get them all together & working toward same goals • Supporters see Acme Charity. Not the direct mail people of Acme today, and the email people tomorrow.– Channels you use can vary from campaign to campaign © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 33
  36. 36. Integration ExampleEnd-of-year campaign with massive promotion – Online press release to start the buzz – Heads-up email – Direct mail letter – Email follow-up to letter – Send text message same day as F/U email – Tweets and Facebook updates now to the end – Postcard follow-up (include QR code) – Telemarketing calls – Final text message and final email (Dec 30th / 31st) © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 34
  37. 37. Two Integration ExamplesBasic campaign (e.g., spring time house appeal) – Direct mail letter – Include vanity URL and QR code (within direct mail package) to unique landing page on website – Tweets & Facebook also link to unique landing pageMore important campaign – Same as above only add two or 3 email follow-ups – Text messages via mobile will boost response too © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 35
  38. 38. Most Common Mistakes– NOT reader-centric– Fail to make reader feel important– Too much jargon; big words; long sentences and paragraphs– Large stats and numbers that overwhelm reader– Fail to show how donor will make a difference– No clear call-to-action; weak &/or vague offer © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 36
  39. 39. Most Common Mistakes– Every letter / email tries to cover everything you do– Assume a level of knowledge that just isn’t there– Afraid to ask; especially for a donation. Whatever it is, also fail to give multiple ways to respond.– Every communication is an “ask” for money– No deadline or sense of urgency– Don’t integrate campaigns– Written by committee © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 37
  40. 40. More copywriting help from Karen Zapp:  Zapp Nonprofit Blog … http://ZappNonprofitBlog.com  Zapp Nonprofit Leader newsletter (subscribe via website)  Zapp Guides (how-to handbooks on website)  Soup-to-Nuts guidebook called “Mobile for Nonprofits: Connecting Donors Through the Power of Mobile” (products / guides section of site) Karen@PKscribe.com 1-800-794-1609 http://PKscribe.com © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 38
  41. 41. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 39
  42. 42. WerwerWerwerWerwer you for Attending! Thank you for Attending! Thank For more information aboutWerwer For more information about Vivanista’s training, please visit Vivanista’s training, please visit www.vivanista.com www.vivanista.com or contact annie@vivanista.com Wreweror contact annie@vivanista.comCopywriting Fundamentals for Nonprofit Organizations.

×