Why every good cause deserves good copy

If you work in a not-for-profit, you don’t need me to tell you that effective copy is at the heart of effective campaigning.

You know, to use the buzz words of the moment, that the third sector marketing space is increasingly crowded. You know that your organisation’s key messages need to cut through the noise. And you probably also know that charity communication is coming under increasing scrutiny: targeting your supporters must not become harassment. New data protection legislation, and the Fundraising Preference Service instituted by the Fundraising Regulator, quite rightly help people manage their communication with charities more easily – but they’ll also make campaigning more challenging.

The only copy that will work will be smart copy.

Many not-for-profits enjoy a productive relationship with copywriting agencies. But not every agency delivers what a charity wants or needs; and many charities simply lack the budget to go outside. Growing your internal skills is often preferable – and sometimes it’s the only option.

Where to start? How can you catch and hold your reader’s attention?  Get inside their heads and tug their heart strings?  How can you nudge them to act, donate or simply open the email?

And how can you convince your manager that your copy will do the job better?

The Directory of Social Change one-day copywriting course reveals some of the secrets of the copywriter’s craft.  If you produce marketing or promotional copy – from flyers to blog posts, from newsletters to direct mail – this course is essential. You’ll explore a range of copywriting techniques and have the chance to apply them immediately to some of your own copy. You’ll generate new ideas, organise them persuasively, and make your copy zing.  You’ll have a lot of fun.  And you’ll leave brimming with confidence. 

(OK. Full declaration of interest. I run this course.)

To find out more, take a look at the course outline. And then book your place.

Because good causes deserve good copy.