Learn Seven Direct Marketing Copywriting Tips from Non-Profit Industry Writers …
and how to use it to win over more customers (or donors).
You can always learn smart marketing from the non-profit industry. Let me set the table for you but if you need a cup of coffee that’s your responsibility. Here’re a few simple direct marketing tips to get your mind in gear.
For example, an automobile manufacturer does not just sell cars. They are selling economical transportation to get you to and from work every day. What else are they selling?
Or the boat manufacturer does not just sell boats to get you across the lake. They are selling you the experience of fishing or waterskiing and the enjoyment of your favorite hobby. What would you add to this list?
When using direct marketing to reach an enthusiast, focus on the payoff or reward more than on the product or service. In addition you need to include some of the technical specifications or terminology, but keep the copy at a minimum.
My Seven Tips from great copy artists in non-profit companies.
How do professional nonprofit fundraisers raise millions of dollars for their nonprofits every year? What are their secrets to fundraising? The answer is trust and establishing confidence in the direct communication copy. As promised, here are the 7 tips.
1. As potential donors are reading the copy, it’s important to clarify “the why” you’re asking for a donation and then move onto selling the successes of the non-profit organization. They do not want a donor to give them money, but what they do want is to get them to support and invest in their organization. People want to be associated with a cause they believe in.
2. A Non-Profit copywriter puts the facts in small type, and emphasizes the benefits, payoff, and rewards. They bring the reader onto center stage in the copy using big, bold letters. Maybe they send them to a website landing page with a similar look and continue the reward and payoff type copy, even accentuating it with actual photography or a video.
If you believe in a cause, you’ll receive frequent communications.
3. There’s no faster way to lose an enthusiast or a donor than to stop at one communication. A good rule of thumb is to follow with another direct mail piece that has continuity with the first communication. The piece should contain crafted stories including pictures of a donor’s monetary gift in action. Donors like seeing information in writing and on paper.
4. It’s always a good idea to reference the first mailing to build on the enthusiasm and then on the donor’s emotions. That’s another reason why frequency is so important.
5. A single piece of direct mail can easily evolve into many communications and using other channels of communication preferred by the readers, like their newly captured email address. Learning more about their donors is a vital strategy in the non-profit industry and similar to a customer-centric marketing strategy.
6. Do not worry about redundancy. Remember people are bombarded with thousands of message per day. That’s another good reason to keep continuity going from the first moment into the campaign to whenever the campaign ends.
7. The image you project about your product or service or your charity and the value it brings to your customers or donors, can be more important than the product or the service. To a charity donor, it’s considered as an investment into the charitable organization.
Can you see the value of focusing more on your customers?
Here’s a takeaway for your profit business: learning a buying reason of a group of your customers on how they use your product, can lead your company to better marketing results using more relevant copy. Good results will lead to more customers.
You get the picture, so what are you waiting for?
Thanks for reading and please share with others – except your competition! It is truly appreciated.
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