BrandVox VAFRE Presentation optimized
Copywriting Strategies for Fundraising Success Andrea Goulet Ford Founder, BrandVox®
yourbrandvox.com
@andreagoulet
“Easy reading is damn hard writing.”
–Nathaniel Hawthorne
yourbrandvox.com
@andreagoulet
Effective copy
“Easy reading is damn hard writing.”
–Nathaniel Hawthorne
yourbrandvox.com
@andreagoulet
Effective Copywriting Is… Writing 20%
Planning 40%
Research 40%
yourbrandvox.com
@andreagoulet
Planning & Research are Your Foundation (And Foundations Are Important) yourbrandvox.com
@andreagoulet
Without Research and a Plan, Your Strategy Looks Like This…
yourbrandvox.com
@andreagoulet
Without Research and a Plan, Your Strategy Looks Like This…
yourbrandvox.com
@andreagoulet
Before You Write a Word, Understand Your…
yourbrandvox.com
@andreagoulet
Organization: • • • • •
yourbrandvox.com
Mission Vision Core Values Strategic Plan Personality Traits
@andreagoulet
Need help with defining your personality traits? Download your Brand Character Profile for free at yourbrandvox.com.
yourbrandvox.com
@andreagoulet
Audience • • • • • •
yourbrandvox.com
Segmentation Demographics Psychographics Archetypes Personas Ideal Customers/Donors
@andreagoulet
Collect Data, Then Write Descriptions Data
Descriptions
Segments Personas
Demographics & Psychographics
Ideal Customers Archetypes
yourbrandvox.com
@andreagoulet
Use Empathy Maps to See What’s Important to Your Audience
yourbrandvox.com
@andreagoulet
Offer • • • •
yourbrandvox.com
Features Benefits Competitive Analysis Pitch
@andreagoulet
Features vs. Benefits Features describe characteristics. • • • •
yourbrandvox.com
Facts Figures Numbers Outcomes
Benefits explain why features matter. • • • •
Impact Change Stories Testimonials
@andreagoulet
Whew. Ready to Write? 1. Plotting AIDA 2. Singularity Effect 3. Choose Your Own Adventure 4. Active vs. Passive Voice 5. Plain Language Principles
yourbrandvox.com
@andreagoulet
Plotting A.I.D.A audience size awareness
cis
de
interest
ion int
po
yourbrandvox.com
decision action
@andreagoulet
Plotting A.I.D.A audience size awareness
benefits
cis
de
interest
benefits
ion int
po
yourbrandvox.com
decision action
features call to action
@andreagoulet
Singularity Effect Research shows focusing on a single, identified individual increases donors’ willingness to help. Sharing large numbers decreases motivation, by up to half.
Source: Whoever Saves One Life Saves the World: Confronting the Challenge of Pseudoinefficacy, Slovic, et al.
yourbrandvox.com
@andreagoulet
Choose Your Own Adventure Using “you” language (second person point of view) helps form a connection with your audience and encourages action.
yourbrandvox.com
@andreagoulet
Active vs. Passive Voice PAY ATTENTION: BIG COPYWRITING SECRET ALERT! Active Voice
Passive Voice
Definition
Subject of sentence performs action.
Direct object is the emphasis of action. Subject can be omitted.
Example
We raised the money.
The money was raised.
When To Use
most writing situations
crime reports, mystery novels
yourbrandvox.com
@andreagoulet
Plain Language Principles •
Use the simplest form of a verb
•
Use short, simple words
•
Avoid jargon
•
Use examples
•
Use contractions
•
Design your document for easy reading
•
Place the main idea before exceptions and conditions
Source: http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/TOC.cfm yourbrandvox.com
@andreagoulet
THANKS!
yourbrandvox.com
@andreagoulet
yourbrandvox.com
@andreagoulet
“Easy reading is damn hard writing.”
–Nathaniel Hawthorne
yourbrandvox.com
@andreagoulet
Effective copy
“Easy reading is damn hard writing.”
–Nathaniel Hawthorne
yourbrandvox.com
@andreagoulet
Effective Copywriting Is… Writing 20%
Planning 40%
Research 40%
yourbrandvox.com
@andreagoulet
Planning & Research are Your Foundation (And Foundations Are Important) yourbrandvox.com
@andreagoulet
Without Research and a Plan, Your Strategy Looks Like This…
yourbrandvox.com
@andreagoulet
Without Research and a Plan, Your Strategy Looks Like This…
yourbrandvox.com
@andreagoulet
Before You Write a Word, Understand Your…
yourbrandvox.com
@andreagoulet
Organization: • • • • •
yourbrandvox.com
Mission Vision Core Values Strategic Plan Personality Traits
@andreagoulet
Need help with defining your personality traits? Download your Brand Character Profile for free at yourbrandvox.com.
yourbrandvox.com
@andreagoulet
Audience • • • • • •
yourbrandvox.com
Segmentation Demographics Psychographics Archetypes Personas Ideal Customers/Donors
@andreagoulet
Collect Data, Then Write Descriptions Data
Descriptions
Segments Personas
Demographics & Psychographics
Ideal Customers Archetypes
yourbrandvox.com
@andreagoulet
Use Empathy Maps to See What’s Important to Your Audience
yourbrandvox.com
@andreagoulet
Offer • • • •
yourbrandvox.com
Features Benefits Competitive Analysis Pitch
@andreagoulet
Features vs. Benefits Features describe characteristics. • • • •
yourbrandvox.com
Facts Figures Numbers Outcomes
Benefits explain why features matter. • • • •
Impact Change Stories Testimonials
@andreagoulet
Whew. Ready to Write? 1. Plotting AIDA 2. Singularity Effect 3. Choose Your Own Adventure 4. Active vs. Passive Voice 5. Plain Language Principles
yourbrandvox.com
@andreagoulet
Plotting A.I.D.A audience size awareness
cis
de
interest
ion int
po
yourbrandvox.com
decision action
@andreagoulet
Plotting A.I.D.A audience size awareness
benefits
cis
de
interest
benefits
ion int
po
yourbrandvox.com
decision action
features call to action
@andreagoulet
Singularity Effect Research shows focusing on a single, identified individual increases donors’ willingness to help. Sharing large numbers decreases motivation, by up to half.
Source: Whoever Saves One Life Saves the World: Confronting the Challenge of Pseudoinefficacy, Slovic, et al.
yourbrandvox.com
@andreagoulet
Choose Your Own Adventure Using “you” language (second person point of view) helps form a connection with your audience and encourages action.
yourbrandvox.com
@andreagoulet
Active vs. Passive Voice PAY ATTENTION: BIG COPYWRITING SECRET ALERT! Active Voice
Passive Voice
Definition
Subject of sentence performs action.
Direct object is the emphasis of action. Subject can be omitted.
Example
We raised the money.
The money was raised.
When To Use
most writing situations
crime reports, mystery novels
yourbrandvox.com
@andreagoulet
Plain Language Principles •
Use the simplest form of a verb
•
Use short, simple words
•
Avoid jargon
•
Use examples
•
Use contractions
•
Design your document for easy reading
•
Place the main idea before exceptions and conditions
Source: http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/TOC.cfm yourbrandvox.com
@andreagoulet
THANKS!
yourbrandvox.com
@andreagoulet
