How Writing for the Nonprofit Industry Differs from Other Industries
Writing content or copy for nonprofit organizations differs from other industries. People support, give to, and endorse nonprofits because they want to help in some way. Unlike other industries, people support others rather than themselves, which can make motivating people to care a challenge. Some industries rely on unethical methods, but in this industry, it is most effective to ethically communicate your organization's value to gain long term support. To get lasting involvement, you must allow readers to connect with your mission, gain trust in the org, and clearly offer ways they can support their community.
Here are a few intentional techniques to keep in mind when writing for nonprofit organizations.
1. Prioritize ethical messaging.
Write to gain support, spread awareness, and educate your readers on the organization's mission and work. You want readers to support the organization because they believe in your message, not because they were influenced or manipulated into it through sneaky marketing tactics that other industries may use.
2. Write for everyone, not just donors.
Remember that you’re asking for more than a “one-time purchase”. Even a one-time donor can stay involved and support your organization in multiple ways beyond monetary. Write to keep them involved long term. It’s important to inspire and involve readers beyond a one-time donation.
3. Be honest and sincere.
Skepticism and lack of transparency are major deterrents to support in this industry. Many people have heard of dishonest organizations and are hesitant to give. In addition, if they are willing to give, they can be unsure of what orgs are trustworthy. Being clear, honest, and intentional with your mission, what ways someone can support the organization, and how donations will be used is key to building trust. Making potential supporters feel confident in what a donation to your organization entails will help them more easily commit to your cause. The more understanding they gain, the more support the org gains.
4. Keep your messaging clear and concise.
There are many organizations and missions to support. Messaging needs to easily convey exactly what you do and what makes you different from any other organization your readers could support.
5. Remember time is a valuable resource.
The more time a potential supporter spends on your website figuring out what you do and how they can be involved, the higher chance they click out and move on. The less time they spend reading sloppy and unclear copy, the quicker they understand and gain confidence. The quicker you win them over, the higher the chances they donate and become involved in your work. Readers appreciate efficiency and are more likely to take action the quicker they understand the call to action.
