A Data Driven Approach to Nonprofit Communications

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Written text—combined with images, graphics, videos, and audio--becomes the “content” of any nonprofit organization’s marketing collateral. By itself, written text lies at the heart of all cause-driven messages. In fact, the quality of an organization’s writing determines the impact of an organization’s marketing materials, both in print and online. Because nonprofits often rely on writing by staff members who have not been trained to write brochures, websites, or email campaigns, their writing may be bland, weak, or ineffective. In this session, participants will briefly analyze actual written text from brochures, websites, and email campaigns, being guided to discover and identify what makes the text problematic. They will then work with a partner through an interactive writing exercise to dramatically improve the way they, and thus, their organization, communicates in print and online.

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