8 Tips for Effective Charity Copywriting

charity advertisement

Selling material goods is generally far easier than soliciting online donations. As such, it’s critical for charities to maximise conversion rates and make the most of every word on their page. After all, it could mean the difference between an ongoing donation or a potential do-gooder that takes their altruism elsewhere.

So, what can not-for-profit organisations do to galvanise content and channel cash into a cause? Read on for some tried and tested tips that are guaranteed to get donations flooding in. 

1. Always include an engaging ‘About Us’ page

When it comes to charity websites, the ‘About Us’ section is an absolute must. It gives organisations a chance to shout out about their brand, their mission and why people should donate. Don’t be scared to let a charity copywriters get creative and use photos, videos and diagrams to highlight your key points.

2. Give content a voice

Giving your content a clear cut voice will underpin your organisation with a personality that donators can instantly relate to. Will your charity copywriting be cheeky and playful, energetic and upbeat or serious and professional? Think about who your target audience is and what kind of voice they will be most responsive to. 

3. Mix up donation amount descriptions

An effective way to get donations rolling in is to try mixing up the way that you present suggested donation amounts. For example, calling on donators to pledge £30 a month can seem like quite a large commitment. However if you change the description to £1 a day it feels like a much smaller amount. Rather than associate donations with a large lump sum encourage benefactors to view them as affordable amounts that give them a warm fuzzy feeling without compromising their bank account balance.  

4. Add CTAs

The majority of visitors won’t be inclined to donate on their first visit which means it’s important to embed your copy with strategic calls to action (or CTAs). Try to make these as personal and non-aggressive as possible. For example, ‘I’m ready to donate!’ could be a much friendlier and less forceful alternative to ‘Donate now.’ Scattering ‘bread crumb’ links and taking visitors on a journey to a final donation request is also an effective way to maximise conversions.  

5. Embed copy with a light sprinkling of keywords

You might have the greatest charity website in existence. However, without the integration of strategic keywords your traffic can be seriously lacklustre. When writing or commissioning charity copywriting make sure it includes relevant keywords and search terms that are going to propel your site up the search engine rankings. The free Google Keyword Planner tool is a great way to find popular phrases if you’re struggling for inspiration. 

Remember! With keyword optimisation, less is more. Your website ‘s copy should always put people first, not search engines. Plus, if you go over the top, you might end up with keyword stuffing penalties. To be safe, use a very light sprinkling. If you’re not sure, just keep it natural! 

6. Blog! Blog! Blog!

Search engines love dynamic websites, which is why it’s so important to continually update your site with new content. Blogs are an easy and effective way to let search engines know that your site is active. You can also use them to keep the public updated on your efforts, explain how donations are being used and keep online visitors coming back for more. 

7. Use social media

Social media has emerged as an integral part of modern day marketing and for charities that are strapped for cash it’s an invaluable tool. Set up Facebook and Twitter accounts and use them to engage with your donators, drum up public interest and build your organisation a dynamic online presence. Just remember, social content should always be short, snappy and shareable. 

8. Find a copywriter that cares

At the end of the day, if you’re looking for a charity copywriting, make sure they genuinely care about your organisation and will go the extra mile to create content that makes an impact. Sales copy and charity copy may have similarities, but they also have some major differences. Creating emotional connections, selling a tangible ‘product’ and getting donators to part with their hard earned cash in exchange for a virtuous conscience to name a few.

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