7 Deadly Nonprofit Copywriting Sins webinar sept 2013

Seven deadly nonprofit copywriting sins – and how not to commit them�

- Marlene Oliveira - #artezwebinar

Great nonprofit content needs creativity

Today •  Why you can’t waste time on poor

content •  7 nonprofit copywriting and messaging

mistakes •  How to avoid these mistakes

Inform and

Inspire

Understanding and Belief • your cause • your organization

Passion • what • how

Motivate action�

You can’t afford to waste valuable resources

7 deadly nonprofit

copywriting sins

Committing these sins

kills creativity

Giving hope Changing lives

Leading… Fighting… Inspiring…

Improving…

Making a difference

(Creativity. Is. Dead.)

Service. Dedication. Trust.

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

Celebrate being!

Finding a cure, enhancing !quality of life!

It’s in you to give �

Being there for kids �

Taglines should

•  Communicate brand promise •  Differentiate •  Clarify

Being there for kids �

Nonprofit Tagline Database�GettingAttention.org

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. !

Salvation: Remember to put ‘you’ in the copy �

(3:1 ratio)�

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!

Acronymfinder.com

Salvation: �Don’t use acronyms�

Canadian Centre for Philanthropy (CCP)

+ Coalition of National Voluntary

Organizations (NVO)

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.!

Translating research results into practical applications.

Translating research results into practical applications.

Salvation: �Avoid jargon, technical or overly formal language �

Salvation from the last three sins: �Start with your audience �

Creating Marketing Personas Worksheet�Nonprofit Marketing Guide.com

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

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.!

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.

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

formal language�

Define your communications objective �

Establish your main message�

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.

Communicate benefits�

Features Benefits

variety of skill-based volunteer roles

Opportunity to use or develop your professional skills

flexible volunteer arrangements

fits into your schedule

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!

Answer questions�

Leave time to walk away �

Use an editorial calendar�

Recap

•  Unoriginal or meaningless taglines

•  Forgetting ‘you’ in the copy

•  Using acronyms

•  Using jargon, technical or overly formal language

7 Deadly Nonprofit Copywriting Sins

•  Targeting the ‘general public’

•  Meaningless statistics

•  Content shaped by org charts, strategic plans or mission statements

7 Deadly Nonprofit Copywriting Sins

Committing these sins

kills creativity

Nonprofit Copywriting Salvation�

•  Start with your audience �•  Define your communications objective�•  Establish your main message�•  Communicate benefits �•  Answer questions �

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 �

Let creativity flourish

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

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