Many charities don’t meet their supporters in person very often. Instead, they have to rely on written content to connect with potential donors. So how do you create copy that convinces people to donate?
Effective copywriting for charities goes beyond simply explaining the cause. It involves connecting with potential donors on an emotional level, conveying urgency, and explaining the immediate impact of their support. This blog provides an overview of different types of charity copywriting; how to create an emotional response to your copy; the importance of focusing on the donor; and common mistakes to avoid.
What are the Different Types of Charity Copywriting?
Charities employ various types of copywriting to communicate their mission, share stories, and inspire action. Here’s an overview of some common forms:
Website Content
A charity’s website is often the first digital touchpoint for potential donors and volunteers. Clear, concise content that explains what the charity does, how donations help, and how to get involved is crucial. Your website is written for various audiences, so it’s important you have different web pages for different people.
Have a ‘Services’ section that makes it easy for people who need your support to know what you do, and how to access it. This is vital for ensuring you reach everyone who needs your support. Funders and stakeholders want to see demand for your services, so you have to effectively spread the word on how you help.
For donors, have a ‘How You Can Help’ section, and consider having separate sections for different types of supporters such as ‘Support Us at Work’ and ‘Take On a Challenge’.
Blogs
As a charity, you might want to use your blog a little differently from businesses. While many businesses use their blog exclusively to improve their Search Engine Optimisation (SEO), charities can use it as a way to tell stories – share your achievements and case studies to build a deeper connection with your supporters.
However, I’d still recommend you create SEO-focused blogs if you have the capacity to do so. For instance, if you run volunteering activities for companies, you could create a blog that targets keyphrases such as “Staff Away Day Glasgow” and “Volunteering for Businesses”. You can do this for your services too i.e. targeting the keyphrase “Help for cancer patients London”. If you need help with your blogs, check our blog pricing on our sister site Katie Mullen Digital Marketing.
Photo by Arnel Hasanovic on Unsplash
Emails
Email copywriting is a powerful tool for nurturing relationships with donors and supporters. Newsletters, fundraising appeals, and thank-you messages should all be crafted with care, balancing information with an emotional appeal. Here are a few things to remember:
- Try to avoid asking people for donations in the first email they receive. An easy way to do this is to build a welcome email that is automatically sent to someone when they sign up. Make sure you say a big thank you to them for signing up to your mailing list. When you decide to launch a donation appeal, avoid sending it to brand new subscribers if your mailing setup will allow this. Give them time to enjoy a few of your newsletters first!
- Send people who donate via JustGiving or other digital sites a thank you email. Yes I know, JustGiving does it automatically… but this is so impersonal! Even if you’ve crafted a bespoke auto-reply. Whenever you can, send a heartfelt thanks via email after they have donated.
- If you have the capacity, segment your email list by interests e.g. research, running events, corporate fundraising, etc. You can capture this when you sign them up. Then crucially… make sure you send people what they are interested in, otherwise, this is a wasted task.
Social Media Copy
Make your copy short, compelling, and tailored to the platform… Unless you have an amazing story to tell – in that case write as much as you can! But the less you do long-form social copy, the more effective it will be. Instead, use your social media to direct people to the wonderful case studies you have written on your website blog. Cut out flowery language and stick to action words. Your social copy should be so short and to the point, it should almost come across as rude.
Fundraising Appeals
Whether in emails, direct mail, or online campaigns, fundraising appeals need to be persuasive and emotive. They should tell the story of why funds are needed, how they will be used, and the difference donations will make. If you are writing a fundraising appeal, think carefully about how you will present it on the different platforms. You have to strike a balance between delivering a consistent message and adapting your content for each digital or printed channel.
Event Promotion
For fundraising or awareness events, copy should not only inform but also excite and motivate people to participate. Highlight how attending the event supports the cause and explain the impact of their involvement. Make it sound like the event is a gathering of true heroes!
Writing Copy for Service Users
Copy isn’t all about getting donations. In order to have a positive impact on as many people as possible, copy aimed at service users should be clear, supportive, and accessible. It should explain how the charity can help and the steps needed to get support. Using simple language is key.
Photo by Joel Muniz on Unsplash
Copywriting Tips for Charities
So how can you create copy that converts for charities?
Create an Emotional Response
The most important thing to do when seeking donations is to create an emotional response with your copy. The best way to do this is through storytelling. Show the impact your charity has already had or could have, and make it clear you need donations to make this happen.
Share stories of individuals/animals/environments who/that have been helped by your charity. Highlighting real experiences adds a human element and helps potential donors understand the real-life impact of their support. It is usually best to focus on one story – but you could try different approaches across different campaigns. Perhaps a campaign where you talk about three different case studies, and then compare the results.
It is crucial to ensure you don’t dehumanise beneficiaries or try to get people to overly pity the people you support. Use respectful and empowering language, and showcase the positive end result of donating to the charity. Think of some of the adverts you still see on TV showing videos of crying, malnourished, sick children in developing countries… with no follow-up showing what these children can achieve if given the right support. Yes, it’s effective for getting donations, but it creates an unhelpful narrative. Many individuals, particularly from African countries, have spoken out against this type of charity campaign. A good test is to ask yourself, how would I feel if someone wrote about me in this way? If it doesn’t make you feel uplifted and hopeful, then you need to make changes.
Highlight Specific Ways Donors Can Help
Describe exactly how donations make a difference. Instead of saying, “Your donation helps feed the hungry,” say, “A £10 donation provides a week’s worth of meals for a family in need.” This specificity makes the impact tangible. If you are worried about restricting any donations that come in, use ‘could fund’ instead of ‘will fund’.
However, specific campaigns are powerful, so it can be worth using restrictive language if you are covering core costs elsewhere. If you can, share mid-campaign updates like the one below; just think how amazing and inspiring that will look to your supporters.
“You wonderful people have purchased 50 wigs for cancer patients, thank you! Can you help us reach our target of 100 wigs so that we can give one to every cancer patient who needs one in 2025? Every £200 raised gets us one wig closer to our goal!”
Explain the Problem, Solution, and Outcomes
Clearly outline the problem your charity addresses, how you’re solving it, and the outcomes achieved. Make the donor part of the solution.
- Start by explaining the problem – Elderly individuals are experiencing loneliness
- Next the solution – You, the donor, can fund a tea and chat afternoon
- The outcome – The elderly individuals have improved health and wellbeing
Focus on the Donor
Effective charity copy puts the donor at the centre of the narrative, making them feel like the hero of the story. Here’s how to do it.
- Use ‘You’ Frequently: Addressing the donor directly with “you” creates a personal connection. It shifts the focus from the charity to the donor’s role in making a difference. For example, “You can change a life today” is more engaging than “We change lives.”
- Show the Impact of Their Donation: Let donors know exactly what their contribution can do. Rather than using vague language, provide specific examples: “Your donation of £50 will fund a counselling person for someone struggling with addiction.”
- Explain How the Donor Can Make a Difference Today with Regular Updates: Share stories that highlight the donor’s role in achieving the charity’s goals. When donors feel like their actions have a direct and immediate impact, they are more likely to give i.e. “We delivered 20 counselling appointments last week, 9 of those appointments were funded by individuals who donated to our Christmas Appeal. Can you help us make it 10 this week?”
Creating Urgency
Creating a sense of urgency is crucial in motivating donors to act quickly. Use language that conveys the pressing need for support, such as:
Highlight what will happen without donations. For instance, “Without this service, the young people we work with would have to drop out of college or university due to financial pressures”.
Test out using deadlines with statements like, “We need to raise £10,000 by the end of the month to fund our new shelter”, to encourage prompt action.
Be Direct and Honest
Authenticity is key in charity communications. Be open about your needs and how donations are used. People are more likely to support a cause that is transparent and honest – trust is essential for building a long term donor relationship.
Photo by Unseen Studio on Unsplash
Common Charity Copywriting Mistakes
Here are some common mistakes to be mindful of:
- Talking Too Much About Processes or History: While it’s important to explain who you are and what you do, avoid spending too much time on your charity’s processes or history. Donors are more interested in the impact they can make rather than the details of your internal workings.
- Using Complicated Language: Using jargon or overly complex language can make your message less accessible. Be mindful that many people in our society struggle with literacy. Stick to simple, clear language that anyone can understand.
- Being Vague About the Impact: Avoid vague statements about how donations help. Donors want to know exactly where their money is going. Being specific about the outcomes and impact makes it more likely they will contribute.
- Overloading with Statistics: While statistics can be powerful, too many can overwhelm the reader. Focus on one or two key stats that have the most impact, and use them to support your narrative.
Copywriting for Charities
Good charity copywriting is about storytelling, empathy, and connection. By creating an emotional response, focusing on the donor, and using simple language, you can inspire people to support your cause. Avoid common mistakes like vague statements and complicated language, and always strive to make the donor feel like they are at the heart of your mission. With these tips, your charity’s copy can be a powerful tool for change.
