Invest in your nonprofit marketing message and see results

How “beige” messaging can cost you donors, the #1 thing nonprofits are missing in their asks, and 3 critical fundraising resources.

Excerpts from our interview with nonprofit copywriter Amanda Cowart.

Common copywrite fails Cowart sees from nonprofits

Understanding the psychology and rationale behind donor giving has become the source of intense research. Almost 10 years ago, Scientific American released an article showing that the act of giving was more important to individuals than the act of receiving. 88% of respondents to a study conducted by StatsCan decided to give because their contribution was going to a cause they personally believed in. And donor engagement tips released by Global Giving indicates that donors are more likely to respond to a charitable ask that highlights a single person in need as opposed to a group.

As a nonprofit copywrite consultant, Cowart has unique insight into the mistakes nonprofits are making during their fundraising asks. Frequently, the first mistake is a lack of clear messaging. What is your mission, and how are you explaining it? This is the starting point for all the rest of your communications, emails and newsletters with current and potential donors. There should be no mission confusion.

Cowart often sees donors toss or delete messages that are too “beige”. Where’s the life? Who is the donor helping? If the message doesn’t inspire a connection to the cause at hand, you’re more likely to get a “meh” response, and no donation. Cowart believes connection inspires care, and that connection is critical because if donors don’t care, then they aren’t going to make a gift. This same concept applies to recruiting volunteers. Your message needs to not only tug at the heart strings, but also it needs to be actionable and concise to inspire donors to donate their money, time and energy.

Taking your fundraising message to the next level

When asked how she stands out as a consultant, Cowart knows where she shines. A long-time teacher to small children and with 3 of her own at home, Cowart has honed the art of deep listening. Her goal is to take a nonprofit’s mission and campaign message and put them on to a plate that is easily digestible for donors. Fundraising copywrite is successful in Cowart’s experience by using very clear and actionable writing, a strong Call-To-Action and answering the question of “who cares?” for the reader.

And if creating inspiring fundraising copy feels overwhelming for your nonprofit, Cowart has 3 critical skills she would suggest you search for when hiring a nonprofit copywrite consultant.

1. A Someone who knows enough about tracking communications data that they can keep an eye on the numbers and identify the trends of your campaigns.
2. An excellent listener. Your copywriter should be able to meet with your team and synthesize your message to create a fundraising journey for your donors.
3. A straight shooter. Consultants should be upfront about expectations, whether they be financial or time-based. The process shouldn’t be uncomfortable, and it should eliminate misinterpretations and unmet expectations.

Final Notes

In takeaway from our interview we asked Cowart what her top 3 strategies nonprofits should implement in their nonprofit copywriting.

1. A clear mission and purpose that everyone (staff, board, volunteers, members, donors) easily understands. It is hard to fundraise on the premise, “Donate to us so we can help people.” Rather something like, “Help end child marriages by sponsoring young girls’ education, their ticket out of poverty.”
2. Have at least one champion or advocate on your board who understands the big picture goals of the nonprofit as well as staff needs. Find someone who knows how to talk about the nonprofit, can recruit volunteers and pitch in when needed. Every nonprofit should have at least a person or two who knows it, lives it, loves it and promotes it.
3. Invest in a CRM for keeping track of donors and volunteers. Tracking the success of your fundraising copywrite, who can help you strategize where your next ask should be directed, will add to your fundraising success in the long term. (Our team would love to support your nonprofit!)

Looking for CRM support in 2022? Get in touch with our team to learn more about cloudStack’s services and our trio of products: fundraisingManager, receiptManager and financeManager.

All built on the Salesforce platform.