Charity marketing – Why good copywriting and storytelling matter

This year marked 10 years of freelance copywriting in the charity sector for me. How many words have been tapped out on my keyboard in that time, I wondered? More importantly, have they all counted?

Here are 10 things I’ve learned in 10 years about the power of words:

1. Understanding your audience is everything. If you know what motivates your supporters, the better your copy will be. Why? Because when you understand what makes people tick, you can speak to their values.
    
2. You can’t love your supporters too much. When you write to your supporter as a person and love them with your words, in ways that feel genuinely warm, you can grow people’s connection with the charity and increase their sense of wellbeing as they give.
    
3. Stories are more powerful than stats. Data informs… but stories inspire. You know this already. Tell stories with colour and life.
    
4. See it as a privilege. It’s an honour to tell someone’s story. We mustn’t forget that, and we must frame people’s accounts sensitively and with integrity.
    
5. Also – no one remembers. Don’t be afraid to re-use your best stories and pictures. You might rule out a story for a campaign because it was used at Christmas 2022, for example. My response to clients is always the same: you might remember, but your supporters almost certainly won’t.
    
6. Authenticity is key. Sometimes clients ask me to make a fundraising appeal “sound more urgent” – but supporters can spot inauthenticity a mile off. A need must be genuine to really resonate.
    
7. Tone sets the relationship. Jargon and formal language can distance supporters, while personal and relatable language brings them in. Not just in direct mail but in all your comms.
    
8. Medium shapes the message. Writing for social media? You must capture someone’s attention in a moment. Writing for a direct mail appeal? You’ve time to tell a story. It’s not just the tone; the message may need to change too.
    
9. AI can help, but humans connect. I asked ChatGPT whether it could write impactful charity comms. This is what it said: “Tools like ChatGPT are useful for ideas, but lack the emotional intelligence and ethical understanding needed for impactful storytelling.” So don’t rely on AI!
    
10. Words have the power to change lives. After 10 years it still amazes me, but the fact is, when you choose the right words you can inspire generosity, grow love and empower people to make a difference in the world.

 

Action Planning’s copywriters can help your charity ensure that every word counts. Get in touch on 01737 814758 or email office@actionplanning.co.uk

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