The ways I can help you make a difference
Donor-centred direct mail
At the heart of every appeal I write is the person receiving it ┄ the donor. That’s what helps my clients acquire new cash and regular donors, retain existing supporters, inspire people to leave a gift in their will, and engage mid and high value donors to get onboard.
Getting the structure, tone and messaging right is a skill I’ve honed whilst writing direct mail appeals for many causes over many years.
From developing the overarching concept to copywriting the entire printed pack, I can help you make your ask in the most effective way to yield the best results.
“Working with Jo on our appeal was an absolute pleasure. She brought a wealth of knowledge and expertise, asking insightful questions that helped us to refine our concept and deliver our key messages. Her efficiency and clear communication throughout the process made it seamless.
The resulting appeal letter not only exceeded our fundraising targets but also attracted incredible feedback from our supporters about the impactful and heartfelt content. I couldn’t recommend Jo more highly—her work truly made a difference!” ”
– Chiara Day, Starlight Children’s Foundation
Compelling case for support
If your organisation is seeking to grow its supporter base, you’ll need to let your audience know the problem you’re trying to solve, why you’re best placed to solve it, and how they can make a difference. In a nutshell, this is your case for support.
Although it may sound simple, drilling down to your case for support can be tricky. You may have a LOT to shout about, but knowing what key messages to include (and what to leave out) requires some real thought, insight, and great story-telling skills. That’s where I come in.
I’ll ask the right questions, analyse your answers, and draw up an appealing case for support. This will enable you to communicate effectively and consistently with your stakeholders, supporter base, and potential donors. And it will be the foundation upon which all your fundraising campaigns are built.
Bang on brand
Being able to write well is a skill. Being able to write well in a tone and style that brings your distinct brand to life is an entirely different skill that will help you stand out from the crowd.
Whatever your mission, I’ll provide copy that’s in line with your brand and feels human, whilst conveying your cause, values and the impact of your work.
Being credible, relatable and recognisable will set you in great stead as you navigate the challenging landscape of the charity sector.
Inspiring impact
Nothing motivates donors more than knowing what a difference they can make. They probably don’t really care what you do day-to-day, but they care greatly about why you do it and the impact of their contribution.
I write impact reports and case studies (including Research Excellence Framework (REF) case studies for higher education institutions) as well as stewardship emails and direct mails. Turning complex information, including research studies, into easy-to-understand narratives is a challenge I relish. So if you need support to communicate the impact of your work, get in touch.
Engaging emails
Despite emails still proving to be a very effective form of communication for charities, they need to cut the mustard to achieve cut-through when they land in over-flowing inboxes.
Having written award-winning emails, I know how to grab the attention of the reader from the second they glance at the subject line to the final full-stop of the P.S.
Captivating corporate communications
Annual Reviews and Trustee Reports have a bit of a bad rep.
Even the trendiest of charitable brands have fallen into the trap of producing corporate communications that tick all of the right legal and financial boxes but stray far from their public persona, leaving dry and unpalatable reports that nobody would choose to read.
I write Annual Reviews, Grants Reports, Trustee Updates and countless other corporate materials that bring financial, legal and administrative business to life and stay true to the charity’s brand.
Winning websites
Writing copy that works online requires a specific approach. Understanding the way in which people read (and mainly scan) websites, knowing what works best for Google searches, and maintaining your unique style and tone are just some of the skills I’ll bring to the digital party when writing for your site.
Exciting editorial: features and news
Generating content – including articles, blogs and features – can create interest in your charity’s work. So whether it’s driving traffic to your website, or getting a feature published in the national or regional press, brilliant journalism is a key service I provide.
Sensational storytelling
Storytelling is probably the most powerful tool in the charity communications box. I’ve been turning complex real-life stories into simple, engaging and emotive language for over two decades and this is my favourite part of the copywriting job.
When your supporters feel connected to your story and the story of those you help, they’ll be compelled to help your charity become even more successful. So never underestimate the power of an emotive story.
I can interview your donors and your beneficiaries to help you create a bank of human-interest stories which can be used across your communications to drive donations and garner support.
“We have sought input from Jo for all our appeals since launching our Capital Appeal last year, as we knew we needed to get the message right to be successful. Jo’s excellently written letters have helped us to communicate the situation we’re in as a hospice to the public and have helped us to gain new supporters as well as revive the support of inactive ones. This is due to Jo’s skills in being able to listen to our story and turn facts and figures into a powerful campaign.
Jo is always quick to turn copy around and we would highly recommend her for any charity appeal!”
– Jack Wood, Interim Head of Fundraising at Ashgate Hospicecare
Bring-them-to-you blogs
In-bound marketing is all the rage. And one of the most effective ways to get visitors to visit your website is by regularly publishing relevant and interesting blog posts. If time is of the essence and you want your blog to have all the SEO bases covered, then I can help. Whatever your area of business or charitable work, I can write you a regular supply of posts that will drive traffic to your digital front door.
Great ghost-writing (shh!)
Being able to adapt a tone, style and use of language on behalf of different people or brands is what sets a great copywriter apart from a good one.
I’ve been lucky enough to have written speeches and national press articles on behalf of many high-profile individuals. Writing in someone’s distinct and recognisable voice, in a way that’s credible, interesting and entertaining, is a specialist service I provide.
Effective editing
Often my clients know what they want to say, they’re just not sure how best to say it. So they ask if they can share their stream of consciousness for me to craft into something fitting for their audience.
My answer? ‘Be my guest’.
As an experienced editor, I can ensure that your written content grabs your audience’s attention, is clear, and on brand.
Next steps
If you think you might like to work with me, just drop me a line and we can arrange a time to talk. I’ll probably have a few questions to make sure we’re clear on the brief before I provide a quote for the work. Typically, I charge per project and this includes amends, but we can discuss the nitty-gritty once you get in touch.