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  4. Copywriting for Not-for-Profit
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Copywriting for Not-for-Profit

Study Method
In-class, Online
Locations
Online, London
Institution
Institute of Data & Marketing
Start Date
Enrol anytime
Course Fees
£450
Institute of Data & Marketing Courses

Course overview

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.

Expand all and read more

Campus locations

  • London

What you'll learn

  • Apply behavioural science to get more people to read whatever you write
  • Avoid the mistake 90% of copywriters make when asking for support or donations
  • Use statistics, stories, typography and more to engage, persuade and get results
  • Write equally effectively for acquisition, retention and lapsed supporters
  • Adapt and apply all you have learned so that it works across all media

Study method

  • In-class
  • Online
  • Blended

Locations

  • England
    • London
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Duration study load

1 day (7 CPD hours)

Testimonials

  • Jack Barton, National Trust
    Copywriting for Not-for-Profit
    "Great day - and I'm typically very critical. I got a real sense of value, with highly worthwhile lessons for anyone in the charity sector or fundraising generally."
  • Katherine Fleet, Matrix
    Copywriting for Not-for-Profit
    "If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, the IDM is for you."
  • Susannah Rose, British Museum
    Copywriting for Not-for-Profit
    "Excellent tutor who inspired with confidence that the content was relevant, reliable and proven."

Delivery

Home Learning

All learning products and services are currently being delivered digitally using the following engaging formats:

  • Virtual classroom: Tutor-led, live, online classroom environments
  • Online: Self-study, via an always-on, always open portal, providing an engaging multimedia learning experience

Subjects

Core Units
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
Want more information about the subjects for this course?
Get the course guide

Payment options

Course fees  – £450 (Non-Member) £400 (Member)

  • No government funding available for this course
Find out more about the payment options for this course
Get the course guide

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.

Reviews
Trustpilot

Study method

  • In-class
  • Online
  • Blended

Locations

  • England
    • London
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Enrol in a course today to unlock exclusive deals.

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Complete the form and learn about:

  • Pricing and payment options
  • Start dates
  • Subjects
  • Study method
  • How to get help and contact information
  • Everything you need to know before enrolling!

Who is this course for?

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I'm studying for personal growth or development
Business Business
I'm looking for courses for on-the-job training or on behalf of an organisation

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