(Humorous) signs that you might need a writer

*You read your company's marketing material to help fall asleep.

*You just finished a speech on your company's remarkable rise to market leader ...and audience members are complimenting your hair.

*Prospects refer to your lunch meeting as the time they had "that nice fish dinner".

*The trade press is more interested in the font you used than they are in the content of your release.

*Your development team has produced environmentally safe fuel from salt water, and not even the Save-the-Whale Foundation is interested.

*No one ever smiles when they read your marketing collateral.

*Everyone laughs when they read your marketing collateral.

marketing writing tips for non-profits

This blog, an accessory to the About Face PR web site, will be a source of writing advice and ideas, marketing writing suggestions, and, occasionally, humor.

The original About Face PR web site had ‘writing tips’. The web site is like the shoemaker’s children: work on our own material is last on the 'to-do' list.

Good thing we have blogs.

The last project I completed is the one fresh in my mind—a brochure for a non-profit. With that experience in my thoughts, I have the following suggestions.

1) Make every contact an opportunity for fundraising. When you are living hand-to-mouth—or in this case, donation to donation—you can’t be shy about asking for money.
Do you have a mailing going out? Ask for money.
Do you have an event? Offer a chance to donate.
Are you developing a brochure? Get all essential contact
information and put in a check-off box for donations.

2) Less is more—get to the point quickly. This is always true, but never more important than when you are sending a piece of mail that is very likely to end up in the trash (brutal honesty here). The recipients of your mailings are on a lot of lists. They get a lot of mail. Tell them why you are writing and do it fast. I think some people have assumed that volumes of paper and print add importance; I’m afraid they really just add to the recycling bin.

3) Give something away. If you've received a few hundred address labels, you know everyone else is doing this. Consider giving away information, How about a health tip, a money-saving suggestion, a helpful household hint, a useful web site, or even an alternative use for an everyday household item? Useful information can keep the readers' attention, and if they remember the source, you've got some free PR at the same time. For instance:

Did you know placing a small saucer of vinegar in the corner of a room can rid the room of smokey smells, and cleaning pet stains with a vinegar-and-water solution will eliminate the odor?

Did you know that peroxide used for disinfecting cuts will remove most food stains on clothing and upholstery?

4) Thank people. Think: how many times have you looked for your name on a list of acknowledgements? Anyone who does you a favor, offers a donation, or provides a service, deserves some recognition and will be flattered to get it publicly. You will encourage more support by thanking the people who help you, no matter how small their offerings may seem. If your success is due to hundreds of small donors and one-hour volunteers, have a list of those kind people where everyone can see it.