Get results from your fundraising copy. Understand how to sell ideas and grab attention. Discover the persuasion methods that work best for this sector with practical advice on how to improve response rates. Adapt your copy for web, email and mobile.
Online: Self-study, via an always-on, always open portal, providing an engaging multimedia learning experience
Core principles and best practices
How people read and respond to what you write
The difference between selling products and selling ideas
How to harness universal interests that always grab reader attention
How to use emotional triggers to increase engagement
How to use statistics so they strengthen your case, not weaken it
Which persuasion methods work best in not-for-profit marketing
The most common solicitation techniques explored and explained
How to set the right tone of voice for your target audience
Understanding the power of images, sub-heads and captions
Practical do’s and don’ts every copywriter should know and apply
Writing for acquisition, retention and lapsed supporters
Why fundraising letters are a completely unique marketing tool
Why less than 5% of your letters ever get read and how to up that percentage
Is it too long or is it too short? How long should your copy be?
Where to put the “ask” in your fundraising letters
The top 10 types of headline explored in their order of effectiveness
Case study: what we can learn by analysing other charity’s fundraising letters
Adapting your copy to work on the web, email and mobile
Balancing the telling and persuading in leaflets and brochures
Writing effective email copy and subject lines
The critical difference between website copy and offline copy
Techniques for mobile campaigns that get results
Reviewing and critiquing copy
Template for reviewing and critiquing example copy
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Course fees – £450 (Non-Member) £400 (Member)
No government funding available for this course
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About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
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