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Webinar: How-to Write Copy for
     More Donors, Members,
Werwer
     Volunteers & Funds Raised

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Copywriting fundamentals for nonprofit organizations.
About Vivanista
 High quality Training & Tools to help you
 and your organization raise more money.
Guest Expert

                        Karen Zapp
                        Copywriter & Direct
                        Marketing Advisor
                          www.PKscribe.com


ZappNonprofitBlog.com




                                              1
Copywriting Fundamentals
   for Fundraising and
       Other Appeals

This includes marketing messages.




      © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved   2
Direct Mail

Lion’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
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
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
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
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
Bad Example                                                    Good Example




   © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved   8
Poll . . . Please get ready to
           cast your vote




       © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved
Direct Mail

Copy / Text style

  – Reader-Centric                (donor-centric, member-centric)


  – Conversational

  – Use emotion




          © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved   10
Our outreach efforts to cancer survivors have set
the standard for other cancer centers across the                                     Letter Example
                                                                                              (Charity)
United States, and help ensure that the growing
number of cancer survivors and their families                                   - Not reader-centric
can take advantage of our specialized knowledge                                 - Not conversational
to enhance their health and lives. On the                                       - Not much emotion
educational front, Acme Charity’s programs are
training America’s next generation of scientists                                             Room for
                                                                                           Improvement
and physicians who will bring us closer to our
shared goal of controlling and eventually curing
cancer.



                   © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved                  11
Thanks to you, cancer survivors have better health                                  Letter Example
and quality of life. How? They gain access to vital                                             (Charity)
information from our outreach programs. These
outreach efforts you help support have set the                                     Previous copy rewritten
                                                                                   so that …
standard for other cancer centers across the
                                                                                   - Reader is the super
United States.                                                                     hero of your letter; your
   That’s not all you’ve helped us achieve. We’re also                             marketing message
looking ahead to make life better for future                                       - Spotlight is on the
generations.                                                                       reader and NOT your
                                                                                   nonprofit
   Specifically, Acme Charity is training America’s
                                                                                   - Conversational tone
next generation of scientists and physicians.
Together – through your support of our on-going                                      Reader More Likely
research – we continue to come closer to our shared                                     to Respond
goal of controlling and eventually curing cancer.


                        © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved               12
“Acme Association's continuing education                                          Letter Example
programs assist members with life-long                                                       (Association)

learning. We offer more than 275 continuing
                                                                             - Not member-centric
education seminars and computer workshops
                                                                             - Not a conversational,
across the country in a variety of technical,                                warm, personal tone
management, and regulatory topics. Acme                                      - Not highlighting
                                                                             benefits to prospective
programs can help you meet your state's
                                                                             member as clearly as
continuing professional competency                                           ought to
requirements ..."
                                                                                        Room for
                                                                                      Improvement




                     © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved                   13
As a member of Acme Association you'll have ready                                   Letter Example
access to over 275 continuing education seminars and                                           (Association)
computer workshops.
                                                                                  Previous copy rewritten
  This means it's not only a whole lot easier for                                 so that …

you to remain current in your field ― for more                                    - Reader already sees
                                                                                  themselves as a member
career advancement opportunities ― but this also
                                                                                  - Spotlight is on the
helps you meet your state's continuing professional
                                                                                  reader and NOT your
competency requirements … Easy for you because                                    nonprofit
you can choose from customized on-site training,                                  - More conversational,
webinars and a number of other distance learning                                  warm, and personal tone
programs. And they include a wide variety of
                                                                                    Reader More Likely
technical, management and regulatory topics all at
                                                                                       to Respond
your fingertips.



                       © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved                   14
Direct Mail

Copy / 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
© Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved   16
© Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved   17
Website
Visitor 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
Website
Other 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
Website

More 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
Website




© Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved   21
Email
Another “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
Email
Great 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
Social Media & Networking
Important 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
Social Media & Networking
Style 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
Social Media Example
Twitter
  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
Social Media Example
Facebook

  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
Social Media Example
Facebook
 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
Poll . . . Please get ready to
           cast your vote




       © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved
Mobile

Can’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
Mobile
Important 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
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 right
to reader          space
                                           > Main point in              to the point                to the point
> WHY…do           > Copy trumps           1st para                     >Links to unique            >Links to unique
what 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 your
space                - subheads            > Tight copy                 nonprofit                   courtesy
> Take length      > Hyperlinks             Make links
you 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
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
Integration Example
End-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
Two Integration Examples
Basic 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 page


More 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
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
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
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
© Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved   39
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Copywriting Fundamentals for Nonprofit Organizations.

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

  • 1. Werwer Werwer Werwer Webinar: How-to Write Copy for More Donors, Members, Werwer Volunteers & Funds Raised Wrewer Copywriting fundamentals for nonprofit organizations.
  • 2. About Vivanista High quality Training & Tools to help you and your organization raise more money.
  • 3. Guest Expert Karen Zapp Copywriter & Direct Marketing Advisor www.PKscribe.com ZappNonprofitBlog.com 1
  • 4. Copywriting Fundamentals for Fundraising and Other Appeals This includes marketing messages. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 2
  • 5. Direct Mail Lion’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. 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. 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. 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. 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. Bad Example Good Example © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 8
  • 11. Poll . . . Please get ready to cast your vote © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved
  • 12. Direct Mail Copy / Text style – Reader-Centric (donor-centric, member-centric) – Conversational – Use emotion © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 10
  • 13. Our outreach efforts to cancer survivors have set the standard for other cancer centers across the Letter Example (Charity) United States, and help ensure that the growing number of cancer survivors and their families - Not reader-centric can take advantage of our specialized knowledge - Not conversational to enhance their health and lives. On the - Not much emotion educational front, Acme Charity’s programs are training America’s next generation of scientists Room for Improvement and physicians who will bring us closer to our shared goal of controlling and eventually curing cancer. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 11
  • 14. Thanks to you, cancer survivors have better health Letter Example and quality of life. How? They gain access to vital (Charity) information from our outreach programs. These outreach efforts you help support have set the Previous copy rewritten so that … standard for other cancer centers across the - Reader is the super United States. hero of your letter; your That’s not all you’ve helped us achieve. We’re also marketing message looking ahead to make life better for future - Spotlight is on the generations. reader and NOT your nonprofit Specifically, Acme Charity is training America’s - Conversational tone next generation of scientists and physicians. Together – through your support of our on-going Reader More Likely research – we continue to come closer to our shared to Respond goal of controlling and eventually curing cancer. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 12
  • 15. “Acme Association's continuing education Letter Example programs assist members with life-long (Association) learning. We offer more than 275 continuing - Not member-centric education seminars and computer workshops - Not a conversational, across the country in a variety of technical, warm, personal tone management, and regulatory topics. Acme - Not highlighting benefits to prospective programs can help you meet your state's member as clearly as continuing professional competency ought to requirements ..." Room for Improvement © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 13
  • 16. As a member of Acme Association you'll have ready Letter Example access to over 275 continuing education seminars and (Association) computer workshops. Previous copy rewritten This means it's not only a whole lot easier for so that … you to remain current in your field ― for more - Reader already sees themselves as a member career advancement opportunities ― but this also - Spotlight is on the helps you meet your state's continuing professional reader and NOT your competency requirements … Easy for you because nonprofit you can choose from customized on-site training, - More conversational, webinars and a number of other distance learning warm, and personal tone programs. And they include a wide variety of Reader More Likely technical, management and regulatory topics all at to Respond your fingertips. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 14
  • 17. Direct Mail Copy / 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. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 16
  • 19. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 17
  • 20. Website Visitor 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. Website Other 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. Website More 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. Website © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 21
  • 24. Email Another “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. Email Great 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. Social Media & Networking Important 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. Social Media & Networking Style 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. Social Media Example Twitter 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. Social Media Example Facebook 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. Social Media Example Facebook 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. Poll . . . Please get ready to cast your vote © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved
  • 32. Mobile Can’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. Mobile Important 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. 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 right to reader space > Main point in to the point to the point > WHY…do > Copy trumps 1st para >Links to unique >Links to unique what 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 your space - subheads > Tight copy nonprofit courtesy > Take length > Hyperlinks Make links you 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. 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. Integration Example End-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. Two Integration Examples Basic 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 page More 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. 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. 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. 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. © Copyright 2011 by Karen Zapp & PK Scribe, LLC – All Rights Reserved 39
  • 42. Werwer Werwer Werwer you for Attending! Thank you for Attending! Thank For more information about Werwer 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.com Copywriting Fundamentals for Nonprofit Organizations.