Writing Marketing Copy for Nonprofits

Standard DM templates just don’t cut it for nonprofits. They make you sound like every other group in the inbox. Here’s the rule I teach nonprofits: A great opener feels like it was only meant for 𝘁𝗵𝗲𝗺, And could’ve only been written by 𝘆𝗼𝘂. That’s what earns the reply. Not fancy decks. Not generic pitches. But 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆, 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲, 𝗮𝗻𝗱 𝘁𝗿𝘂𝘀𝘁 𝘀𝗶𝗴𝗻𝗮𝗹. So how do you do it? You find a believable bridge: • Something they said in an post or comment • A cause they support that overlaps with yours • A campaign they launched that you genuinely admire • A shared belief that’s not just “corporate social responsibility” fluff Then you write it like a human. Not like a sponsorship prospectus generator. Here are 5 DM openers that actually work for nonprofits: 1️⃣ Reputation + Calibration “You came up twice this week, first in a chat about employee engagement campaigns, then again in that LinkedIn thread about measuring real impact. Figured that was the algorithm’s way of saying I should reach out. You seem like someone who gets the bigger picture.” 2️⃣ Shared Mission + Personality Read “Saw your post on sustainability, I’ve been deep in that space too, mainly because I can’t stand how most people treat it like a PR checkbox. Your tone felt different, like you actually care about real outcomes, not just metrics. Thought I’d say hi.” 3️⃣ Geo Layer + Emotional Signal “Noticed you’re in Chicago, me too. Random but your post about local volunteer programs hit me. It felt like you’re trying to weave real community work into everything you do, not just sprinkle it on top.” 4️⃣ Specific Observation + Respect “Had to say, your recent piece on how to turn cause marketing into long-term brand trust was the first time I’ve seen someone nail the nuance of impact storytelling. It felt like you’re not afraid to get your hands dirty and figure out what actually works.” 5️⃣ Niche Insight + Mirror Layer “This might be overly specific, but I noticed you’re blending employee-led campaigns with community work in a way that doesn’t feel forced. Almost no one does that well. It’s a rare balance, had to mention it.” No pitch. No “just following up.” No copy-paste templates. Just genuine connection because your DM actually made sense to send. Want to see how this can work for your nonprofit? Write me a DM and I’ll send you a custom video of how you can approach different corporate partners to maximize your opportunities. With purpose and impact, Mario

You've hooked them, held onto their attention, gotten them to the end of your message. Now what? Nonprofit leader, your people are busy (and so are you!). If you've managed to capture their attention, you need to tell them clearly what to do next. Because clarity creates connection. At this time of year, ahead of GivingTuesday and year-end giving season, you want to be engaging your people with non-giving asks. You want invite them into your work so you're not only coming to them when you want a donation. You want to deepen your relationship before you come to them with your hand out. Here are some examples you can use in your communications: > Share your thoughts on ___________ (fill out this survey so we can get to know you!) > Reply to this email and let us know __________ (what do you think is on their mind that's relevant to your work?) > Get some _________ in your inbox (fill in the blank with something about your impact so they want to sign up for your newsletter!) > Share with a friend who agrees that _____________ (enter something related to your mission so they can share their passion!) Think about what would be of value to them, and message your communications accordingly. When you regularly provide value to your people, they'll be more inclined to open your emails—and respond generously when you make that donation ask later this year! What's your favorite non-donation ask call to action? Drop it in the comments so we can all provide value to each other (see what I did there?)! #Nonprofit #NonprofitLeader #NonprofitMessaging #NonprofitCommunications #NonprofitMarketing _____________________ Hi! I'm Jordana Merkin, a nonprofit messaging and communications specialist. On LinkedIn, I share thoughts and tips about nonprofit messaging, communications, and copywriting.

✍️ Feedback. If you’re a fundraising writer (like me :)), it’s a way of life. But how can you tell if those changes could weaken your story and results? Here are 6 real-life examples... 👉 Edit 1: If your edit requires that uneven page breaks get “repaired”: Nonprofits overwhelmingly want the last sentence on each page of your appeal letter to button up neatly. In reality? A completed sentence is a stop sign for your brain. Even with a really good page turn, it's a completed thought – and one less reason to keep reading. Your goal, until the end of your letter, is to keep your reader reading. Yes, uneven breaks look awkward. Yes, readers have to turn the page in mid-sentence. Yes, it’s more like a letter from one human being to another. And these are ALL reasons to keep uneven page breaks, well, uneven. 👉 Edit 2: If your edit forces perfect grammar and punctuation: Effective fundraising copywriting writes for the silent voice INSIDE your reader’s head. And that's a voice that needs your occasional departure from standard punctuation and grammar to guide it. Are you about to ask your writer to remove a comma or ditch an ellipsis? Read it in your head first. Chances are, that punctuation is intentional. Same with formatting, btw... underlining, bold, italics, used non-rampantly, help keep your reader reading and guide them to parts that matter – critical for scanners! 👉 Edit 3: If your edit removes emotional copy to insert branding language: If you remove emotional copy to make room for brand jargon, it’s almost always the wrong move. Why? Because most brand language is broad. Conceptual. Generic. Organization-focused. Emotional copy reaches donors in a way that makes them want to pay attention now – and that’s what helps them love and remember your brand. 👉 Edit 4: If you insert language that focuses on your organization over your donor: This is “we-speak”. Our programs... our missions... our work. Don’t make this edit. Instead, keep the focus on your supporters and their generosity. The change they help make happen... the people they stand beside... the lives they touch. [This is not the we’re-in-this-together-we. My copy includes Solidarity We all the time, and yours can too. But the Royal We? It’s got to go.] 👉 Edit 5. If your edit forces writer to resolve the story: If you love your donors, try not to edit your appeal into a happily-ever-after story. An unresolved story is a story your donor can be part of... a story they can give to... a story they can help change or resolve or improve. Happily-ever-afters? Save those for newsletters. Favor unresolved stories in appeals when you can. Remember, direct response isn't about our likes or dislikes, or even what focus groups say they'll do. Direct response is about what works. 💌 ====== Want more on effective fundraising writing and nonprofit storytelling in general? I send new stuff every two weeks if you’re on this list 😊 lisasargent.com/newsletter   

Lapsed donors aren’t lost causes. They’re just waiting for a better invitation. Let’s stop pretending your “We miss you!” email blast is doing the trick. It’s not. It’s background noise. And donors? They’ve got inboxes full of it. Here’s how you actually bring lapsed supporters back—without sounding desperate, and without starting from scratch. 1. Ditch the generic. Go personal. If your message could go to anyone, it will resonate with no one. Go beyond “Dear Supporter” and reconnect with their impact. Try this: “Hi Jordan — your gift last year helped provide safe housing for 20 families. We’re building on that work right now, and we’d love for you to be part of it again.” Better still? Send a personalized video or handwrite a note. People remember when you remember them. 2. Add a reason to come back—besides guilt. Sometimes people need a nudge. Not a push. Offer meaningful incentives: – A matching gift opportunity – An exclusive update or behind-the-scenes invite – Public recognition on your donor wall Make it feel special, not transactional. The goal is to make re-engaging feel like a win—for them and your mission. 3. Show your progress, not your panic. Donors want to be part of momentum, not rescue missions. Instead of saying, “We need your help more than ever,” say: “Since your last gift, we’ve provided 10,000 meals. And we’re just getting started.” Show what their past support made possible—and what’s next. 4. Use social proof like a pro. People want to belong. Show them that others are stepping up again. Spotlight returning donors in your newsletter. Share short quotes or videos from beneficiaries. Send a message like:“You’re not the only one we’ve missed—supporters like Maria just renewed their gifts this month. We’d love to welcome you back too.” Validation + community = powerful combo. 5. Make coming back ridiculously easy. This is where most nonprofits drop the ball. Don’t make someone dig through your website or hunt for the donate button. Use: – Direct donation links – Pre-filled forms – One-click options – QR codes in print materials And yes—make sure your mobile experience isn’t stuck in 2012. Lapsed donors aren’t a lost file in your CRM. They’re people who already said yes once. Your job? Remind them why.

Nonprofit spoiler alert: Your fundraising appeals are not for you, your board, executive leadership, or that one vocal critic on your program staff. If you accept the premise above, you need to start behaving differently. Instead of crafting messaging that pleases internal audiences, you need to: 1. Remove your organization from the story completely (or as completely as humanly possible) 2. Tell stories of need (success stories are great in your newsletter and impact reports -- but they reduce response in appeals) 3. Write for simplicity and clarity (i.e., 5th-7th grade level) 4. Use serif fonts, black text on white backgrounds, indent paragraphs, and use at least 12-point font (all of these improve readability and increase the likelihood that you'll get a response) 5. Don't talk about your accomplishments - that removes the donor's need to act (because you've already solved the problem) 6. Present a clear and compelling offer (reason to give) 7. Don't downplay the ask. Be direct, specific, and upfront in what you're asking the donor to do 8. Write from one person to one person 9. Restate your offer and call to action in your P.S. DickersonBakker #fundraising #nonprofit #directmail #digital #marketing #philanthropy #abetterway #strategy #directresponse #audience

Helping nonprofits write better, more effective #fundraising appeals is something I love getting to do. Here's one piece of feedback/advice I find myself sharing almost every time I help edit or give feedback on an appeal: "Check out my edits and see what you think. Most of my suggestions are around making it less org-centric and more donor-centric. You'll see I removed a lot of the "us" and "we" and "our" language from the appeal and replaced it with more "you" and "your" language. Anytime you can remove [your nonprofit] from the picture in communication like this, you create more room for the donor to see themselves in what you're inviting them to make happen." In fundraising speak, this is called leaving a donor-shaped hole in your copy. It's counterintuitive, but (when everything else is equal) the less you mention your nonprofit and your programs in an appeal, and the more you lean into what the reader can accomplish with a gift, the better your appeal will usually perform.