Revelations From Mal Warwick,
Nonprofit Guru (an AWAI Exclusive)
Mal Warwick’s 40-year fundraising expertise has made him an in-demand fundraising copywriter all over the globe. Mal has not only authored 17 books on fundraising and mentored many nonprofit executives, his firm has raised over $300 million for worthy causes.
I was fortunate to have an email chat with Mal recently, where he passed along two secrets for writing powerful, effective fundraising copy. He also revealed a valuable tip that can firmly position you miles ahead of the competition.
Mal’s first secret:
"When writing fundraising copy, emphasize benefits rather than the organization’s needs.
"Donors don’t really care about needs. They want to know what benefits others will experience if they answer the appeal. What good will take place? Will lives be saved? Will children’s hope in the future be restored? Will the dignity of elders be preserved?
"These are benefits. A strong writer concentrates on THEM, translating an organization’s needs into outcomes that donors respect and want to see happen."
Mal’s second secret:
"Write as though you’re engaging in dialogue with your reader.
"The words ‘you’ and ‘I’ are the most important words in any fundraising letter. Repeated references directly to the reader heighten his interest and engagement, and increase the likelihood that he will follow your line of argument and move along to the call for action.
"After all, if you don’t draw the reader all the way to the call for action, you’re failing in your job as a writer."
If you’ve done your copywriting homework, both of Mal’s secrets should sound familiar. They are two of the most important secrets of powerful copywriting that Michael Masterson reveals in the Accelerated program.
And now, here’s Mal’s tip – exclusively for AWAI members:
"Learn everything you can about the work of the organization you’re writing for. Understand the effects it has had on people. Determine how you can translate abstract goals and program priorities into human realities that donors can relate to."
Mal urges AWAI members to investigate the fundraising market … a market that’s experiencing 10%-20% annual growth nationwide (far outpacing the private business sector).
This growth has enormously boosted the demand for skilled copywriters and designers. Nonprofits are clamoring for those who have what it takes to earn top dollar for their organizations.
Mal told me that – contrary to what many people believe – fundraising copywriters are among the highest paid in the industry, frequently earning six-figure incomes … and higher.
This presents a unique opportunity for you to start and build a solid career … or a niche to move into if you’re looking for new, exciting, and rewarding challenges.
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“That moment when you close your eyes, suck in your breath and say a silent "yes!" happened just recently when I got a royalty check in the mail. That one project has turned out to be quite profitable.”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
Guest, Leave a Reply
Please Note: Your comments will be visible by everyone.