Perhaps you're about to enter a period of feverish campaigning in the run-up to Christmas (some of you probably already have), in which case, you might want to start thinking about the power of storytelling. Create powerful narratives and help your nonprofit get in front of the right audience, prompting them to take action.
First - place a focus on your 'why'
It's all very well telling people who you are and what you do, but why are you doing it? What's the story behind it? It's this story that will motivate your audience to take action at a time when every nonprofit will be vying for attention. So focusing on a powerful narrative could be the best way to harness that attention - and hold it there.
Don't just provide text and static images of the team grinning awkwardly into the camera. This is fine for the corner of an about or home page, but consider data to back up your success stories, money raised, people you've helped, and locations where access to your services has been most successful.
On your About Page, you could also feature uniquely written short team member stories to go with small individual photos of each member rather than a large team one. This can be onerous if there's a large team, but if you are a small group then try something different. You could perhaps have a CEO picture in the centre surrounded by images of your team and their click-on bios.
This next one is a problem many of us struggle with - focusing on ONE thing
Don't give your reader a massive array of things you're doing now and in the future. It will give your reader too much to focus on and they won't stay long if there's too much on the page. Consider your most important campaign now and focus on that. Giving the reader too much to think about at once is liable to see them leaving rather than staying.
Take ownership of your founder/origin story, and your why and build on this so that your audience can see why you exist and what motivates you
And why not try using your user's experiences as the main focus of your journey so far? Straight from the horse's mouth - for example, testimonials and case studies. What better way to demonstrate how your nonprofit has helped the people you're trying to reach, and seeing them have better more productive lives thanks to your actions, rather than you simply telling your audience that?
Don't be afraid to bring emotion and vulnerabilty into your storytelling
It doesn't have to escalate into mawkish over-sentimentality. There's a pain point, a crisis, a turning point (it could be through your own experience, or someone you love, or a friend) and you have a vision, a solution to the pain, the problem that keeps recurring. You have a solution and this is why you do this.
The power of storytelling has the capacity to help your readers visualise what it must be like to be in the position you present to them. They can empathise and place themselves in their shoes. People will want to be involved if they've had a potent picture presented to them - and it doesn't have to be in text only, it can be through video or even both. They will be more likely to act on what they've seen or read, and with a strong call to action, it is more likely you'll get donations and supporters of your cause.
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Hey! If you'd like to hear more about how I can help you with your copy and content why not take a look at my services page and email:gillianjonescopywriting@gmail.com me here and we can have an informal chat about your copy and content needs. I also provide brand storytelling and personal brand strategy so if you're ready, let's talk!!
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