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.
Campus locations
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
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Jack Barton, National TrustCopywriting 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."
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Katherine Fleet, MatrixCopywriting 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."
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Susannah Rose, British MuseumCopywriting 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
- 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
- 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
- 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
- Template for reviewing and critiquing example copy
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 dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain 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.
