“WRITING” FOR NONPROFITS

Monica Maldonado WilliamsGivingCity Austin

originally prepared April 2011

PEOPLE DON’T READ

Tom Ahern, (aherncomm.com) nonprofit writing expert:

1. Nonprofit writing is marketing.

2. Boring and risk-free do not work in marketing. Ever.

3. Your boss, client will love boring.

Two options:

1. Be boring. (Perfectly fine option $$$$)

2. Ignore your boss. Do your own thing.

Show me, don’t tell me.

Take reader on a journey.

Engage the heart first.

If you hear other people telling the story, you know it’s a good story.

Words are only a part of “writing.”

MAKE THE ASK.

Gloria Estefan is right: “The words get in the way.”

Monica Maldonado Williams

5 Secret Tricks!!!

(Some of which work sometimes because I heard them somewhere and

they resonated with me. Others are kind of guesses.)

Secret Trick #1

Steal other people’s ideas.

Secret Trick #2

Tell the story aloud first.

Secret Trick #3

Find a great designer and photographer. Pay them lots

of money. Whatever they ask, seriously.

Secret Trick #4

Write with a goal in mind, but that goal should be to

make people cry.

Secret Trick #5

If your stories are emotional, don’t invite edits (other than

proofing).

BONUS Secret Trick #6

Tell readers what they can do to help. Like, be explicit.

Think Sally Struthers.

GivingCityAustin.org

monica@givingcity.com

Twitter: @givingcity

Facebook: GivingCityAustin