iss less time from work and family responsibilities.

Feature: Appointment times guaranteed within 15 minutes.

Benefit: You have to take off less time from work and can accurately predict when you'll return.

Feature: Medical staff is skilled in environmental health problems in th

1. Be reader-centered, not writer-centered.

Many brochures, websites, and direct mail I see from nonprofits is focused on how great their services, products and organizations are. Hello? Audience, anyone? Consider your reader thinking, "What's in it for me?" If you can, talk with some of your current donors, volunteers, members and clients and ask them 1) why they chose you, and 2) what they get out of your product, service or giving.

HINT: To instantly make your copy more reader-focused, insert the word "you" often.

2. Focus on the benefits - not just the features.

The fact that your program, service or giving and volunteer opportunities offer a lot of neat features is great, but describing these features is not enough. Focus on benefits - what the features do for your audience.

Let's say your organization provides health services to the uninsured and to Medicaid and Medicare patients. Feature/ benefit sets to incorporate into marketing materials might include:

Feature: Access to healthcare services for everyone.

Benefit: You'll be healthier, feel better and have more energy. As a result, you'll miss less time from work and family responsibilities.

Feature: Appointment times guaranteed within 15 minutes.

Benefit: You have to take off less time from work and can accurately predict when you'll return.

Feature: Medical staff is skilled in environmental health problems in the

k with some of your current donors, volunteers, members and clients and ask them 1) why they chose you, and 2) what they get out of your product, service or giving.

HINT: To instantly make your copy more reader-focused, insert the word "you" often.

2. Focus on the benefits - not just the features.

The fact that your program, service or giving and volunteer opportunities offer a lot of neat features is great, but describing these features is not enough. Focus on benefits - what the features do for your audience.

Let's say your organization provides health services to the uninsured and to Medicaid and Medicare patients. Feature/ benefit sets to incorporate into marketing materials might include:

Feature: Access to healthcare services for everyone.

Benefit: You'll be healthier, feel better and have more energy. As a result, you'll miss less time from work and family responsibilities.

Feature: Appointment times guaranteed within 15 minutes.

Benefit: You have to take off less time from work and can accurately predict when you'll return.

Feature: Medical staff is skilled in environmental health problems in th

t just the features.

The fact that your program, service or giving and volunteer opportunities offer a lot of neat features is great, but describing these features is not enough. Focus on benefits - what the features do for your audience.

Let's say your organization provides health services to the uninsured and to Medicaid and Medicare patients. Feature/ benefit sets to incorporate into marketing materials might include:

Feature: Access to healthcare services for everyone.

Benefit: You'll be healthier, feel better and have more energy. As a result, you'll miss less time from work and family responsibilities.

Feature: Appointment times guaranteed within 15 minutes.

Benefit: You have to take off less time from work and can accurately predict when you'll return.

Feature: Medical staff is skilled in environmental health problems in th

ealth services to the uninsured and to Medicaid and Medicare patients. Feature/ benefit sets to incorporate into marketing materials might include:

Feature: Access to healthcare services for everyone.

Benefit: You'll be healthier, feel better and have more energy. As a result, you'll miss less time from work and family responsibilities.

Feature: Appointment times guaranteed within 15 minutes.

Benefit: You have to take off less time from work and can accurately predict when you'll return.

Feature: Medical staff is skilled in environmental health problems in th

iss less time from work and family responsibilities.

Feature: Appointment times guaranteed within 15 minutes.

Benefit: You have to take off less time from work and can accurately predict when you'll return.

Feature: Medical staff is skilled in environmental health problems in the local community.

Benefit: Peace of mind. You can rely on the medical team's skill in diagnosing and treating health issues that are unique to your community.

3. Draw audiences in with a whammo headline.

The first line your reader sees means the difference between success and failure. Today's promotions are typically clever headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention with a headline, but it's safest to appeal to your reader's interests and concerns. And again, remember to make it reader centered. That's what counts.

Blah: "Nonprofit Leadership Center Offers Unique New Accounting Training Program."

Better: "Turn Your Nonprofit's Finances Around in 60 Days!"

4. Use engaging subheads.

Like mini-headlines, subheads help readers quickly understand your main points by making copy "skimmable." Read through your copy for your main promotional points, then summarize those ideas as subheads. To make your subheads engaging, it's important to include action or sales elements.

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