www.moflow.ca Nonprofit copywriting webinar delivered with Artez Interactive in September 2013. For nonprofits, writing excellent copy is important because our content needs to inform, motivate and inspire. So if we know that great content is critical for nonprofits, why are so many organizations making the same messaging mistakes? In this webinar, we’ll discuss: Why nonprofits can’t waste time and effort on boring or ineffective content. The seven deadly copywriting and messaging mistakes that are being made by too many nonprofit organizations. How to avoid these mistakes and write excellent, original content that inspires. Writing original, inspiring content for your nonprofit takes thought and planning, but it is possible!

1. Seven deadly nonprofit copywriting
sins – and how not to commit them!
- Marlene Oliveira
- #artezwebinar

2. Great nonprofit content needs
creativity

3. Today
• Why you can’t waste time on poor
content
• 7 nonprofit copywriting and messaging
mistakes
• How to avoid these mistakes

4. Inform
and
Inspire

5. Understanding and Belief
• your cause
• your organization
Passion
• what
• how

6. Motivate action

7. You can’t
afford to
waste
valuable
resources

8. 7 deadly
nonprofit
copywriting
sins

9. Committing
these sins
kills
creativity

12. Giving hope
Changing lives
Leading…
Fighting…
Inspiring…
Improving…
Making a difference

13. (Creativity. Is. Dead.)
Service. Dedication. Trust.

14. To promote the
advancement of
our cause in
support of the
needs of our
stakeholders in
the hope of one
day finding the
solution…!

16. Celebrate being!
Finding a cure, enhancing !
quality of life!

17. It’s in you to give
Being there for kids

18. Taglines should
• Communicate brand promise
• Differentiate
• Clarify

19. Being there for kids

20. Nonprofit Tagline Database!
GettingAttention.org

22. Volunteers are the
most important
resource for
charitable
organizations like
ours. At our
organization,
volunteer time and
energy are essential
to help us support
people living with
this condition. !

23. Salvation:
Remember to put
‘you’ in the copy
(3:1 ratio)

24. Volunteering also helps you make a difference in your
own life. You can:
– Use your professional skills in a new setting
– Meet other people who share your interests and passions
– Learn new skills and discover new talents
– Advance your career or gain experience and qualifications for
future employment, scholarships, bursaries and academic
programs
– Build your network and establish contacts in your field of interest
– Boost your health and reduce your stress
– Create a schedule that works for you
– Have fun!

26. Acronymfinder.com

27. Salvation:
Don’t use acronyms

28. Canadian Centre for
Philanthropy (CCP)
+
Coalition of National Voluntary
Organizations (NVO)

31. We connect and mobilize business,
unions, government, communities and
individuals to support lifelong
learning and achieve our goals
through leadership in programs,
communications and partnerships.
XYZ envisions a Canada where
everyone has the skills they need
to live a fully engaged life.!

32. Translating research results into practical
applications.

33. Translating research results into practical applications.

34. Salvation:
Avoid jargon,
technical or overly
formal language

36. Salvation from the
last three sins:
Start with your
audience !

37. Creating Marketing Personas Worksheet!
Nonprofit Marketing Guide.com

39. 3,000… 30,000… or 300,000 members!
10,000… 100,000… or 1 million affected!
70 locations!
25,000 volunteers !

40. ABC Association was formed by the merger of
the IAA and the ISK in 1995 at the IAA &
ISK Combined Congress in London. ABC
Association works with regional and
national societies who share similar goals,
providing a larger arena where these
national societies and continental
organizations can combine their strengths
in an international forum. ABC Association
is on the rise with more than 3,800 members
from 90 countries and experiencing a 37%
membership increase in the last four years.!

41. Evergreen is a national not-for-profit
organization that makes cities more
livable. By deepening the
connection between people and
nature, and empowering Canadians
to take a hands-on approach to
their urban environments,
Evergreen is improving the health
of our cities—now and for the
future.

44. How to avoid these mistakes
• Start with your audience
• Remember to put ‘you’ in the copy
• Avoid jargon, technical and overly
formal language

45. Define your
communications
objective

46. Establish your main
message

47. Example presentation objective: To
communicate where we are going as an
organization.
Example presentation message: While
we have more work to do, this nonprofit
is on the way to becoming the
organization the people we serve need
us to be: more focused and efficient in
the delivery of our mission.

48. Communicate benefits

49. Features Benefits
variety of skill-based
volunteer roles
Opportunity to use or
develop your professional
skills
flexible volunteer
arrangements
fits into your schedule

50. Volunteering also helps you make a difference in your
own life. You can:
– Use your professional skills in a new setting
– Meet other people who share your interests and passions
– Learn new skills and discover new talents
– Advance your career or gain experience and qualifications for
future employment, scholarships, bursaries and academic
programs
– Build your network and establish contacts in your field of interest
– Boost your health and reduce your stress
– Create a schedule that works for you
– Have fun!

51. Answer questions

52. Leave time to walk away

53. Use an editorial calendar

54. Recap

56. • Unoriginal or meaningless taglines
• Forgetting ‘you’ in the copy
• Using acronyms
• Using jargon, technical or overly
formal language
7 Deadly Nonprofit
Copywriting Sins

57. • Targeting the ‘general public’
• Meaningless statistics
• Content shaped by org charts,
strategic plans or mission
statements
7 Deadly Nonprofit
Copywriting Sins

58. Committing
these sins
kills
creativity

60. Nonprofit Copywriting
Salvation
• Start with your audience
• Define your communications objective
• Establish your main message
• Communicate benefits
• Answer questions

61. Nonprofit Copywriting
Salvation
• Remember ‘you’ in the copy
• Don’t use acronyms
• Avoid jargon, technical or overly formal
language
• Leave time for reviews and time to walk away
• Use an editorial calendar

62. Let creativity flourish

64. More resources
moflow.ca/blog/entry/artez-webinar
7 Deadly Mistakes checklist
Summary of key tips
Survey
Nonprofit MarCommunity.com
marlene@moflow.ca
@mo_flow

65. Questions?
moflow.ca/blog/entry/artez-webinar
#artezwebinar