It’s time to hire a freelance copywriter

I originally published this advice about hiring a freelance copywriter in March, early in our COVID-19 experience. Now it’s November — time for year-end giving, holiday cards, budgeting and strategic plans — and the advice is more pertinent than ever. If you’re feeling stressed out trying to manage all your communications duties alone, read on.

Even before the coronavirus hit, communications professionals were some of the busiest people I know.

(CNBC Make It listed “public relations executive” as the eighth-most stressful job in America last year.) Now that everyone is on lockdown, the average comms pro is underwater: crafting coronavirus-influenced messaging for their organization, joining way too many Zoom meetings, revising previously written content to better align with the times, and doing all this while trying to keep up with their regular daily work and handling a bunch of duties and distractions around them at home.

If this is you or someone in your organization, now is the time to reach out to a freelance copywriter (aka content producer).

Freelance copywriters (like me) are here for you and can turn around projects with lightning speed right now.

Hand off that new (or old) assignment while you focus on other priorities.

4 quick ideas:

Annual report for donor cultivation

Blogs for SEO authority

Research report or case study for credibility

Media kit

5 Things to Blog About Right Now for SEO Topic Authority

Anyone passionate about your nonprofit’s core issue is reading articles and searching for information relevant to that issue. Will your website show up as a source?

If not, your SEO isn’t helping Google consider you a topic authority because your site is light on relevant content. Fortunately, the solution is simple:

To become a topic authority, turn what’s already on your website into regularly posted blogs.

Whether your issue is hunger, adoption, abandoned dogs, domestic abuse or whatever, your website should establish you as a topic authority to drive site visits and subsequent interest: media, newsletter subscriptions, volunteers, advocates and, ultimately, donors.

“But we don’t know what to write about every week or month or twice a month!” I hear you saying. “Thinking about topics and getting them approved is a huge hurdle.”

This particular form of writer’s block occurs when we think about our topic only from our own perspective. Not everyone talks and thinks about our issue like we do, and we can contribute plenty of insights to the public discussion.

When people search the web for information, we want Google to find us because we are a source of accurate, reliable, consistent, authoritative content about an issue they care about. Keywords, anchor text, links to your site and other elements of SEO (search engine optimization) play a role. However, “Creating compelling and useful content will likely influence your website more than any of the other factors discussed here,” advises Google’s very own Search Engine Optimization Starter Guide.

“Creating compelling and useful content will likely influence your website more than any of the other factors discussed here.”
– Google SEO Starter Guide

So, how do we go about turning existing web content into authoritative blog posts?

A real-life example

Let’s walk through a real example. Children’s Home Society of North Carolina doesn’t have a blog. They are not my client and don’t know I’m doing this. I just like their website. Here is how, in 15 minutes, I found 5 things they could blog about right now:

1. News tab

After clicking on their News tab, a sentence in an article called “Adoptions Continue to be Finalized” caught my eye: “In celebration of the adoption of 4- and 5-year-old Elias and Drayden in late April, the Evans family hosted a drive-by adoption parade outside their home since they were not able to have a party.” 

  • Why it got my attention: Involves people doing something out of the ordinary.
  • What we could blog about: Talk about going through stages of the adoption process during the pandemic. Highlight families if possible.
  • Topic authority reinforcement: Educates about the adoption process, offers insights into adoption during a crisis and relates adoption to current events.

2. Meet Our Children tab

Part of the page copy is, “[These children] are future teachers and therapists and budding scientists.”

  • Why it got my attention: Made me look at teachers, therapists, etc., in a new light.
  • What we could blog about: Interview a teacher, therapist, scientist, etc., who is an adoptee. 
  • Topic authority reinforcement: Puts a face on the long-term benefits of adoption for society and allows for use of statistics and data.

3. Educational Programs & Training tab

The page says, “Individual Parent Education [program] provides one-on-one sessions with parents, utilizing evidence-based approaches to address specific needs for the family. Curricula used include Triple P, Promoting First Relationships, Active Parenting, and Nurturing Parenting.”

  • Why it got my attention: Refers to devoting a lot of time with individual sets of parents and to unfamiliar curricula.
  • What we could blog about: Explain each of these approaches and how they help adoptive parents in 1-4 blogs. Another approach: Talk about how we’ve been doing this during the pandemic.
  • Topic authority reinforcement: Educates about approaches to parenting for adoptive and non-adoptive families, allows for use of statistics and data, and brings in outside credible resources.

4. Educational Programs & Training tab / Wise Guys® link

Page copy: “As teen males begin to have honest conversations with their peers …, they see that not all males conform to stereotyped expectations, and they gain valuable support from each other.”

  • Why it got my attention: As I write this, the news is filled with stories about the kinds of conversations African American parents must have with their children that white parents never have to consider. Then there’s the ongoing issue of appropriate teen role models.
  • What we could blog about: Interview a teen and mentor in the program, share data about how such intervention influences a teen’s future. Another idea: Dive into why teens and tweens are the least likely to be adopted (stereotypes?).
  • Topic authority reinforcement: Puts faces on an age group that needs more adoptive parents, allows use of facts and figures, educates about how adoption process differs for age groups, taps into need for and efficacy of good role models.

5. Educational Programs & Training tab / Training for Adoption Competency (TAC) link

Page copy: “Rigorous research is documenting [TAC’s] effectiveness in providing clinicians with the critical competencies they need to provide quality mental health services to those whose lives have been touched by adoption.”

  • Why it got my attention: Nonprofits that train medical professionals are interesting and impressive (credibility).
  • What we could blog about: Why adoptees often develop mental health challenges, what can be done; share stories.
  • Topic authority reinforcement: Reinforces credibility with clinical and teaching audiences, brings in outside resources, illustrates depth of knowledge (ability to train), relates to highly relevant social issue (mental health).

Topic authority blog posts are important tools in your outreach – just imagine a fundraiser being able to point an interested donor to a particular blog post that addresses their questions about your issue!

Take a look at your organization’s website through this lens. I guarantee you’ll find at least 5 ideas. If you don’t, let me know.

P.S. If you need free, professional images to go with your posts, check out these sources (and please credit the artist where possible):

Goodbye, RV Life … For Now

My experiment with living full-time in an RV is coming to an end.

Three years ago, my significant other and I left a two-story, paid-for house and the four lovely, distinct seasons of the Midwest for the great unknown expanse that is Texas. On the downside, I’d be far from my adult kids. On the upside, this was a chance to live in another state after a lifetime in Indiana and to get to know my quasi sister-in-law.

My SO was taking a job in Austin. We spent the first three months in the sister-in-law’s guest room, then 10 months in a one-bedroom apartment with the requisite obnoxious neighbor. Writing a monthly check for something we don’t own is anathema to my SO, however, so he went on a mission to find an alternative.

That’s when we moved into a used, though well-cared-for, 35-foot RV.

We had divested ourselves of nearly all our belongings when we left Indiana. Adults sure can collect a lot of stuff, and boy, it’s tough to let most of it go. But I digress. My point is, we had already jumped that particular mental hurdle and put what little we still possessed into storage and my brother’s attic.

For the record, our RV isn’t like one of those tiny houses you see on TV, with all the clever hidden storage spaces and a cute loft. Nor is ours one of the six-figure super-deluxe models that feel like a regular home that happens to have wheels.

Looking backwards from the driver’s seat, you see a straight line of living/kitchen, short hallway, bedroom. The toilet and shower are tucked in on either side of the hallway.

In the bedroom, we can’t do much more than be on the bed since I insisted on bringing my queen-size mattress. The SO cleverly improvised shelving and drawers for my clothes around my side of the bed, so I literally do “crawl” into bed every night. He can get in from his side if he moves the laundry basket and doesn’t bang his toes on the puppy crate.

Moving counterclockwise from the hallway: The living area has a dining table in the corner holding small appliances, a short-but-reclining sofa behind the driver’s seat, and a TV he suspended above a catch-all table behind the passenger seat. There’s the outer door, then the kitchen portion of the space, which consists of an L-shaped counter, an overhead cabinet and microwave, and a refrigerator.

It’s pretty cozy. When the SO stretches out on his side of the couch while I do dishes, I can almost suds his toes.

Yes, there are bonuses to this simplified lifestyle. First, though, the drawbacks.

No dishwasher.

We can’t have a cup of coffee without washing, drying and putting the cup away immediately unless you want to stare at what quickly becomes a small mountain of dishes on the small counter. Did you know doing dishes is the chore that most deflates women? Amen.

No oven.

Now, I’m no baker and not much of a cook. But once in a while, you want some crescent rolls, right? A take-and-bake pizza. Something broiled. This RV’s answer to the oven is a microwave that is also a convection oven.

Somehow, convection allows me to put a metal rack inside the microwave without a fire breaking out. I’ve prepared a few things that way, but when you can’t cook in a regular oven, I wasn’t likely to excel with the convection process. We’ve learned to eat pasty-looking rolls and do most of our cooking on a portable burner.

No washer or dryer.

I hate doing laundry. Laundry makes my back hurt. Here in the Land of Never-Ending Heat, laundry makes me sweat. And laundry takes a big chunk of time I could use to do … anything else. Dishes, for instance.

Our RV park has laundry facilities that are free, but limited, so sometimes you have to wait for access. However, hanging out at a laundromat ranks just slightly above being at the Department of Motor Vehicles on the last day of the month, so I do appreciate the on-site laundry room at the top of the hill in the windowless, lightless, air conditioned-less room. Really, I do.

Having said all that, I have loved living in this RV. I spend a lot of time here. Since moving to Texas, I’ve been freelancing from home, so this space is often all I see all day and all night. So the bonuses to this lifestyle stand out.

Bonus number one: My SO and I are in close contact with one another. Literally. We don’t (can’t) just pass each other in the hall. We must come face-to-face, which means we kiss, or hug, or laugh, or at least speak to and touch each other.

With just two rooms plus a bath, we always feel close. We sit cozily together on our short couch to watch TV because it’s the only piece of living room furniture we have/can fit in there. And when one of us is in a huff, he can’t spend hours in the garage (don’t have one), and I can’t slam doors (don’t have any that’ll slam). We talk it out.

Bonus number two: I can sweep and dust the whole place in under an hour. No hanging light fixtures, few knickknacks, few surfaces altogether, as a matter of fact, make housecleaning a breeze.

Bonus number three: We can take off and go just about anywhere at almost the drop of a hat. We’ve traveled to places out West I’d never been and am incredibly grateful I’ve seen: Garden of the Gods. The Grand Canyon. Roswell. And we’re keeping the RV, so it’s not over.

I’m excited to move into our house. (Still no dishwasher, though. I’ve ticked off Somebody somewhere.) We’ve pledged to keep living as simply as we have been in the RV. And we have no doubt that we’ll be living the RV lifestyle again someday.

Tried-and-True Tips for Full-Time RV Sanity

  1. Talk it out. The space is too small for grudges and chips on shoulders. If something’s bugging you, sit down together and get it out in the open.
  2. Buy some lawn chairs. Being outdoors can lift your mood and give both of you some space. And who doesn’t feel romantic sitting under the moon and stars together?
  3. Live and learn. There’s rarely just one right way and one wrong way to do something. So she spilled a little sewage when draining the toilet tank – give her credit for trying!
  4. Have a sense of humor. If you have sewage under your RV, there’s not much you can do but get it cleaned up – and laugh about the god-awful smell. Everyone makes mistakes. Everyone does things differently. And no one deserves to be judged by someone who also says, “I love you.” So have fun! That’s what you bought the RV for.

Why Your Nonprofit’s ‘About Us’ Page Shouldn’t Be About You

copywriter about us web pages

Your nonprofit is only as strong as the people who support you. Does your copywriting reflect this understanding?

As my friend and fundraising expert Derrick Feldmann says, people support you when they believe in a cause: Eliminating homelessness. Climate change. Animal rescue. Saving children. They believe in improving society, not in funding your organization.

Why, then, does your “About Us” web page talk almost exclusively about you?

Here’s my argument: Your copywriting has to evoke an emotional response – and About Us doesn’t mean what you think it does.

It’s Not About You

Your website gives you a chance to show potential supporters who they’ll be and what they can achieve when they join you. This will require language that creates a vivid picture in their minds of a place where “us” includes them making a difference.

Consider the following real example from a nonprofit that offers services to and advocates for adults and children with disabilities:

As America’s largest nonprofit health care organization, [Organization] is committed to the comprehensive health and wellness of the more than 1.4 million people it serves each year and is prepared to respond to the needs of the one in four Americans living with disability today with outcomes-based services for all disabilities throughout the lifespan.

This 54-word sentence reads like an encyclopedia entry, not authentic copywriting meant to move us to action. We can’t visualize what it’s like to be part of this group, and we won’t feel an emotional connection to the people who need help. The language feels clinical and cold, keeping us from feeling the strength of their belief.

It’s About Them

Now, contrast it with a page called “Who We Are” from a nonprofit that serves the families of hospitalized children:

They’ve created have a picture in my head: a sick child who needs Mom or Dad around to feel safe. I’m in that room, and “What can I do to help?” is my gut reaction. The only way this could be better is if the story was told through one family’s experience.

Raise Your Hand Texas also did a pretty good job touching my emotions:

I like the clear language and focus on the students. How could the writing be more appealing? Would you feel the need more viscerally if this story was shared through the impact on one student?

In reality, research has shown that people respond more positively when they hear about one person in a situation than when they hear about a hundred. A large number feels overwhelming – “That’s too big a problem” – while an individual makes it easy to think, “I could help one child.”

Speak to Your Audience’s Heart

As with any communications piece, keep your audience in mind when writing your About Us page. They don’t need or want a recitation of your accomplishments, or the definition you put on grant proposals, or a formal business statement. They want to feel a sense of belonging, a desire to join with you in a cause they already have feelings about.

By the way, look at the language you use to tell your nonprofit’s history, too, since it’s often on the About Us page. Is it focused on buildings and organizational growth, or on an expanding ability to serve more individuals?

A story in 14 words

You know, I write a lot of stories designed to inspire people to give to nonprofits and causes. Then I read a headline like this:

Patagonia’s CEO is donating company’s entire $10M Trump tax cut to fight climate change.

An entire story of cause, giving and inspiration in one sentence. Not bad.

Why copy should always come before design

Would you buy an outfit for someone you’ve never met?

Of course not. You’d likely miss the mark, buying a men’s romper when they prefer a skinny suit or a size XL dress when they wear a petite small. In the end, the design outside wouldn’t fit the personality inside.

The same thing happens when a marketing team jumps right into the visual design of a project and expect to drop in the message later.

And just like the outfit, this approach to creative work won’t result in the best fit for you or your client.

Let’s explore two examples.

“MCON is for people who give a damn about social change and are ready to take action.”

When the Achieve agency team began to think about branding for MCON, a conference for social movements, we spent the most time on developing the messaging first.

Why? We wanted to make sure our audience knew two things: MCON was the biggest, baddest conference for people who want social change, and it would never be your normal, stuffy, we’ll-talk-at-you experience. That’s how we came up with “MCON is for people who give a damn about social change and are ready to take action.”

If we’d started with our designers, they undoubtedly would’ve created web and promotional graphics that would catch your eye. (They were very good.) But with the words “people who give a damn” and “ready to take action” as clues, they were able to hone in on the personality we wanted to convey and attract: People who don’t wait for permission or take no for an answer. People who are doing rather than talking. Innovators. Activists.

Pictures speak a thousand words, it’s said … but you want potential supporters to know exactly what you’re saying and what action you want them to take.

In fundraising campaigns, powerful visuals can help drive donor behavior by enhancing an emotionally compelling message. One of Achieve’s clients, Big Dog Ranch Rescue, saves dogs from being euthanized at animal shelters (they’re called last-day dogs) and had a goal of raising $50,000. Visuals for a fundraising campaign seemed a no-brainer! What’s better than cute puppies and doleful dogs staring into the camera?

However, we’d already determined that the client needed to communicate a clear message and a strong call to action. So we started with copy. We told the story of how a donor could save a dog’s life with a $100 gift, and “Save 500 Last-Day Dogs in 30 Days” became the theme and call to action.

Only then did we determine visuals. No sad, desperate animals here: Our photos were of happy dogs and puppies enjoying (perhaps their last day of) life.

The story and visuals were used in a multichannel campaign that resonated with donors – exceeding the client’s Great Give 2016 fundraising total by $175,000 and its #GivingTuesday total by another $150,000.

Design before copy can inhibit or limit a copywriter’s creative thinking. Writing the copy first can set a talented designer’s brain on fire with ideas. Best of all, when writers and designers are allowed to work together without the constraints of clients or managers inexperienced in writing and design, they can produce work that astounds, inspires, moves – and leads to achieving your goals.

I originally published this post at Photo by RawPixel.

4 Steps to Great Nonprofit Storytelling

As a nonprofit leader, you can find plenty of lists telling you what to do and what not to do for your year-end fundraising: Reinforce your message with Facebook ads. Tell donors how their gifts help. Don’t forget to say thank you. Capture email addresses!

No. 1 on my list: Take an honest, objective look at how you’re telling your story.

That word “story” can be perplexing. If your website has an About Us page, you’re telling a story, right? If a direct mail letter explains why you need to raise funds, aren’t you being persuasive?

Maybe. But neither is the right kind of storytelling for donors, because these stories are too focused on you.

Who does a potential donor want you to focus on? Them! How do they want to feel? Like they can create real change in the world … through your nonprofit.

OK, that last part, “through your nonprofit,” is the path you want them to take once they are inspired to help. To generate a desire to join you in doing good, you need to inspire emotion and them the power to act on it.

Your storytelling focus is the key. In your end-of-year fundraising (or any awareness-building or fundraising campaign), you could try to write a donor-inspiring story that focuses on what your nonprofit empowers a donor to do. Or, you could write a story that focuses on what a donor can do through your nonprofit.

There’s a subtle difference in those two statements: The focus. Keeping it in mind will help you and your staff transform your storytelling.

Here are some tips on how to write a donor-inspiring nonprofit story:

1. Interview a beneficiary.

Best-case scenario is to interview someone whose life has gotten better because they experienced your nonprofit. That’s why people volunteer for and donate to any cause: to create change in someone’s life. So, start with a real person for whom donors made help possible.

If you’re with a homeless shelter, interview someone who got on the path toward self-sufficiency after interacting with your organization. If you’re with a community art center, find an artist who can now pursue a lifelong dream, thanks to donor support. If your agency protects the environment, talk to people who have lived in a polluted one. You get the idea.

2. Do your homework.

When you ask for suggesstions of people to interview, be clear about what type of individuals you’re looking for. (Review my 4 Ways Not to Choose a Hero for your Nonprofit Story). Then find out as much as you can about their interactions with employees and volunteers from your agency. If you don’t ask, you may never know about the heartfelt letter they wrote or the volunteer who visited them in their home. Google them for news stories, too. The insights you gain can give you valuable story background and great ideas for interview questions.

3. Make it a conversation.

In your interview, don’t stick too closely to a list of scripted questions. Treat them as a guideline rather than an itemized must-answer list. Whenever I interview a potential story subject, I get the best information and most quotable quotes from letting them talk.

Give yourself plenty of time to do this. Try not to schedule a meeting immediately following the interview to avoid being rushed and to give yourself time for final reflections after you end the call.

And listen, actively and with your full attention. People willing to share a life-changing experience with you deserve the most respect and patience you can muster. Allow them to be tentative and to talk at their own pace. If they pause, don’t jump right in with your next question.

Give them time, ask attentive questions, and they’ll get deeper into details that will speak to a donor’s emotions.

4. Write about the individual, not the organization.

You could write the individual’s story as, “See what we did for Jane Smith!” Or, you could write the story from Jane’s perspective.

How do we learn empathy? By putting ourselves in other people’s shoes. Putting your audience in Jane’s shoes – witnessing her everyday struggles, understanding why she didn’t seek help, feeling her amazement when your nonprofit stepped in and being proud of herself when you left – is hands down the best way to show a donor why their gift matters.

Your donor can be a hero. They truly can change someone’s life. And you’ve shown them how.

A word of caution to those in charge:

If you’re a board member or CEO, use your influence sparingly. If this is a big shift in your nonprofit’s messaging approach, don’t scrap an idea your staff planned strategically simply because you have another one, or the board treasurer wants to write the letter, or “what we’ve always done has worked well.” Maybe it has … and maybe a new approach will work even better. Talk through the merits of each with open minds, and consider testing each approach with a real audience.

I guarantee one thing: Your nonprofit will never have more credibility, empathy and potential for donations than when a beneficiary sings your praises for you.

4 Ways Not to Choose a Hero for Your Next Fundraising Appeal

female boxer happy

(This post has appeared on my LinkedIn and at Achieve’s website.)

In nonprofit fundraising, telling the story of someone who has directly benefited from an organization’s services is the most effective way to move a potential donor to action. Finding such a story can be difficult, of course, but that doesn’t mean you should take the easy route.

No matter what kind of time crunch you’re in, avoid these pitfalls in writing a nonprofit fundraising appeal:

1. Don’t use a board member’s story.

Maybe a member of your board of directors was once a beneficiary or an on-the-ground volunteer. But if they’re on the board during the fundraising campaign, find someone else to feature in your campaign. Telling a real person’s story gives your organization credibility, so don’t run the risk of negating your authenticity by using an insider.

2. Don’t select a subject by consensus.

Your internal team is not the audience. Each of you is too invested in your own viewpoint to be objective. You also may be biased because you know the candidate or for any number of other reasons. Given all that baggage, getting everyone to agree too often devolves into selecting the lowest common denominator. Seek advice from outside your inner circle.

3. Don’t use a story simply because a big donor suggests it.

Donors, staff and volunteers undoubtedly are your best sources for finding story subjects. However, that doesn’t mean you should select a particular subject simply to please them. Doubling your fundraising results from last year will please them much more than using a story that doesn’t move your audience to action.

4. Don’t let communications and development work in silos.

I could write an entire post about why communications and development departments that work together get the best results. In the 2017 Nonprofit Communications Trends Report, only 34% of communications staff reported being consulted about fundraising decisions. These organizations are missing out – and giving yours a chance to get ahead. Be the nonprofit that keeps territorial fights out of the discussion, and you’ll see truly stunning results.

All this boils down to one thing: Don’t let too much of an internal focus derail your fundraising efforts. Keep your target audience and the behavior you want them to exhibit at the forefront when you’re selecting someone to feature in your fundraising materials.

3 Reasons Why a Professional Should Write Your Cause’s Story

Chalkboard: What's Your Story?


Your communications and development teams are brainstorming approaches to your next fundraising campaign. Fueled by collaboration and the smell of multicolored markers, they’re excitedly filling big Post-It wall pads with phrases and sketches, reconfigured and brand-new ideas. Then a development staffer chimes in with, “Why don’t we ask one of our clients to write the appeal this year? I know the perfect person to do it!”

You feel the room almost physically divide as co-workers mentally retreat into their departmental territories.

To the development employees, the idea makes a lot of sense. People become donors to help solve a problem. What could be better than hearing directly from someone whose life they helped change?

Meanwhile, the communications side of the room is tense. They thought their development friends were finally getting it: credibility, consistent messaging, the principles of great storytelling. In a panic, they think it’s all headed out the window.

I couldn’t agree more with the development staff: Nothing’s better than hearing from someone whose life a donor helped change.

However, I couldn’t disagree more with the suggestion for executing the idea.

Storytelling is an art, and not everyone is an artist. So, here are my top three reasons why a copywriter, not a client or donor or board member, should craft a beneficiary’s story for your nonprofit’s appeal:

1. Most people are not strong writers.

By asking someone to write a coherent, cohesive, compelling story about a crucial event, you’re asking them to use a skill most won’t possess. What do you do when their story needs significant editing at best or, at worst, is unusable? Do you grit your teeth and go forward because you can’t afford to offend the writer or the person who suggested them?

2. They know their story, but not your message.

A woman who escaped years of abuse through the help of a nonprofit shared her story with me in a two-hour phone interview that was emotional, raw and all over the place. If she’d written the appeal, the point would have been lost in the details of her experience. My job as a copywriter was to share her story (her authentic, emotional story) in a way that showed how donors saved her and rescue women just like her every day.

3. You lose advantages inherent in an interview.

When actively listening to someone tell a story, you can guide them with your questions. You can gently move them along if they get off track, ask for details about a particular aspect to make it more vivid, or explore a comment they gloss over but you know could drive home a crucial point. As the writer, you can make sure you end up with the information you need.

One argument I hear often is, “But I’ve seen videos of clients talking about themselves, and people love them!”

Yes, videos can be powerful motivators. However, the most effective ones are planned, shot and re-shot over hours and hours, and carefully edited.

A talented copywriter can take the best of a client’s story and put it into context: This happy ending is possible because donors like you stepped in, and we can create more stories with your support. The result will be a much more powerfully persuasive appeal designed to elicit targeted audience behaviors that will move your organization toward its goals, without any loss of authenticity.

Read my 4 Steps to Great Nonprofit Storytelling, too.