Learn how to write copy that inspires more donations for your nonprofit. Discover how to know your audience, tell a story, use emotional triggers, be clear and concise, and show gratitude and appreciation.

Call it what it is. Don't use flowery language or try to move your audience with inauthentic narratives. Be true to your organization's voice and tone. Don't fall into the victimization trap. Rather, lean into positive language that focusing on empowering and equipping your recipients, not "saving" them. Use stories to enhance your points and create a clear understanding of the impact of your work.

How can you write copy that inspires more donations?

Writing copy that inspires more donations is a challenge for many nonprofits. You want to convey your impact, your urgency, and your gratitude, without sounding too pushy, vague, or boring. How can you craft messages that motivate your audience to take action and support your cause? Here are some tips to help you write copy that inspires more donations.

1 Know your audience

The first step to writing effective copy is to know who you are writing for. Who are your donors, prospects, and supporters? What are their values, interests, and pain points? How do they relate to your mission and vision? You can use surveys, interviews, or data analysis to create donor personas that represent your ideal audience segments. Then, you can tailor your copy to speak to their specific needs, emotions, and goals.

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Stephanie Pound

Communications & Events Coordinator I Senior Communications Advisor
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Many of us have likely received that generic donation letter. Blanketing an entire area may work (I stress may), but the key to remember is WIIFM? (What's In It For Me?) A parent of a child who received care at a hospital is very different than a corporation, and the content of the ask needs to be curated as such. Their reaction to the ask, their ability to donate, and their reasoning for it are all very different and need to be tailored to, to receive the best response.

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2 Tell a story

Stories are powerful tools to capture attention, build empathy, and inspire action. They can help you illustrate the problem you are solving, the solution you are offering, and the impact you are making. When you write copy, try to tell a story that showcases a real person, situation, or outcome that your nonprofit is involved in. Use descriptive language, sensory details, and dialogue to make your story vivid and engaging. And don't forget to include a clear call to action that invites your audience to join your story and make a difference.

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3 Use emotional triggers

Emotions are key drivers of human behavior, especially when it comes to giving. Thus, it is essential to use emotional triggers in your copy to connect with your audience and persuade them to donate. Urgency is a powerful emotional trigger, and you can create a sense of urgency by highlighting the timeliness, importance, and scarcity of your offer. Use words like "now", "today", "last chance", or "deadline" to create a fear of missing out. Curiosity can also be an effective emotional trigger, and you can create a sense of curiosity by teasing your audience with a question, a mystery, or a surprise. Use words like "discover", "reveal", or "find out" to create a desire to learn more. Additionally, social proof is another effective emotional trigger; you can create a sense of social proof by showing your audience that others like them are supporting your cause. Use words like "join", "together", or "community" to create a sense of belonging and validation.

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4 Be clear and concise

For effective copywriting, clarity and conciseness are key. You want to communicate your message in a straightforward way that is easy to understand, remember, and act on. To do this, use simple language without jargon or technical terms. Additionally, utilize short sentences and paragraphs that are easy to read and scan. Additionally, focus on using active and positive voice to strengthen your message and show action and results. Furthermore, utilize headlines and subheadings to break up your copy into sections that emphasize the main points and benefits of your offer. Be sure to include keywords that match your audience's search intent and expectations.

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David Chatham

Senior Marketing Strategist | Nonprofit Nerd | Podcast host
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Call it what it is. Don't use flowery language or try to move your audience with inauthentic narratives. Be true to your organization's voice and tone. Don't fall into the victimization trap. Rather, lean into positive language that focusing on empowering and equipping your recipients, not "saving" them. Use stories to enhance your points and create a clear understanding of the impact of your work.

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5 Show gratitude and appreciation

Expressing gratitude and appreciation to your donors and supporters is one of the most effective ways to inspire more donations. Show your donors that their contribution is valued, recognized, and respected by saying thank you in your copy and follow-up communications. Additionally, demonstrate the impact of their gifts by using words like "impact", "difference", or "change" in your copy and impact reports. Finally, recognize your donors' generosity with words like "honor", "celebrate", or "acknowledge" in your copy and donor recognition programs.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you write copy that inspires more donations?

1

2

3

4

5

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1 Know your audience

2 Tell a story

3 Use emotional triggers

4 Be clear and concise

5 Show gratitude and appreciation

6 Here’s what else to consider

Copywriting

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How can you write copy that inspires more donations?

1

2

3

4

5

6

1 Know your audience

2 Tell a story

3 Use emotional triggers

4 Be clear and concise

5 Show gratitude and appreciation

6 Here’s what else to consider

Copywriting

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