Course description
Copywriting for not-for-profit Masterclass
Get results from your fundraising copy. Understand how to sell ideas and grab attention. Discover the persuasion methods that work best for this sector with practical advice on how to improve response rates. Adapt your copy for web, email and mobile.
Outcome / Qualification etc.
You will learn to:
- Apply behavioural science to get more people to read whatever you write
- Avoid the mistake 90% of copywriters make when asking for support or donations
- Use statistics, stories, typography and more to engage, persuade and get results
- Write equally effectively for acquisition, retention and lapsed supporters
- Adapt and apply all you have learned so that it works across all media
Training Course Content
Core principles and best practices
- How people read and respond to what you write
- The difference between selling products and selling ideas
- How to harness universal interests that always grab reader attention
- How to use emotional triggers to increase engagement
- How to use statistics so they strengthen your case, not weaken it
- Which persuasion methods work best in not-for-profit marketing
- The most common solicitation techniques explored and explained
- How to set the right tone of voice for your target audience
- Understanding the power of images, sub-heads and captions
- Practical do’s and don’ts every copywriter should know and apply
Writing for acquisition, retention and lapsed supporters
- Why fundraising letters are a completely unique marketing tool
- Why less than 5% of your letters ever get read and how to up that percentage
- Is it too long or is it too short? How long should your copy be?
- Where to put the “ask” in your fundraising letters
- The top 10 types of headline explored in their order of effectiveness
- Case study: what we can learn by analysing other charity’s fundraising letters
Adapting your copy to work on the web, email and mobile
- Balancing the telling and persuading in leaflets and brochures
- Writing effective email copy and subject lines
- The critical difference between website copy and offline copy
- Techniques for mobile campaigns that get results
Reviewing and critiquing copy
- Template for reviewing and critiquing example copy
Course delivery details
Virtual Classroom: Tutor-led, live, online classroom environments
The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.
The IDM’s Virtual Classroom offers:
- An interactive classroom environment
- Peer-to-peer collaboration
- An engaging platform experience
- Practical learning through hands-on exercises
- Online access anywhere you can get an internet connection
Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.
Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
Expenses
Members: £400 + VAT
Non-members: £450 + VAT
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Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...