| 1. Be reader-centered, not writer-centered.Many | | | | means the difference between success and failure. |
| brochures, websites, and direct mail I see from | | | | Today's promotions are typically clever headlines that |
| nonprofits is focused on how great their services, | | | | play on words. They're cute, but most of them aren't |
| products and organizations are. Hello? Audience, | | | | effective. There are many ways to get attention |
| anyone? Consider your reader thinking, "What's in it | | | | with a headline, but it's safest to appeal to your |
| for me?" If you can, talk with some of your current | | | | reader's interests and concerns. And again, remember |
| donors, volunteers, members and clients and ask | | | | to make it reader centered. That's what counts.Blah: |
| them 1) why they chose you, and 2) what they get | | | | "Nonprofit Leadership Center Offers Unique New |
| out of your product, service or giving.HINT: To | | | | Accounting Training Program."Better: "Turn Your |
| instantly make your copy more reader-focused, | | | | Nonprofit's Finances Around in 60 Days!"4. Use |
| insert the word "you" often.2. Focus on the benefits - | | | | engaging subheads.Like mini-headlines, subheads help |
| not just the features.The fact that your program, | | | | readers quickly understand your main points by |
| service or giving and volunteer opportunities offer a | | | | making copy "skimmable." Read through your copy |
| lot of neat features is great, but describing these | | | | for your main promotional points, then summarize |
| features is not enough. Focus on benefits - what the | | | | those ideas as subheads. To make your subheads |
| features do for your audience.Let's say your | | | | engaging, it's important to include action or sales |
| organization provides health services to the uninsured | | | | elements.Bad: "Our Organization's Success |
| and to Medicaid and Medicare patients. Feature/ | | | | Stories."Better: "Meet Three Clients Who Won Their |
| benefit sets to incorporate into marketing materials | | | | Legal Battles With Our Help."5. Be conversational.Write |
| might include:Feature: Access to healthcare services | | | | to your audiences like you talk to them. Don't be |
| for everyone.Benefit: You'll be healthier, feel better | | | | afraid of using conversational phrases such as "So |
| and have more energy. As a result, you'll miss less | | | | what's next?" or "Here's how you can join today." |
| time from work and family responsibilities.Feature: | | | | Avoid formality and use short, simple words. Why? |
| Appointment times guaranteed within 15 | | | | Even if you think your copy can't be misunderstood, |
| minutes.Benefit: You have to take off less time from | | | | a few people won't get it or take the time to |
| work and can accurately predict when you'll | | | | decipher it.Nancy E. Schwartz helps nonprofits |
| return.Feature: Medical staff is skilled in environmental | | | | succeed through effective marketing and |
| health problems in the local community.Benefit: Peace | | | | communications.Subscribe to her free e-newsletter |
| of mind. You can rely on the medical team's skill in | | | | "Getting Attention," at and read her blog at for more |
| diagnosing and treating health issues that are unique | | | | insights, ideas and great tips on attracting the |
| to your community. 3. Draw audiences in with a | | | | attention your organization deserves. |
| whammo headline.The first line your reader sees | | | | |