Copywriting Secrets for the Nonprofit Sector (Part 1)

Read time: 3 min

👋🏾 Hey! I’m Sid and this is The Philanthropy Futurist, a weekly advice column preparing you for the future of the nonprofit sector. Each Friday, I tackle reader questions about measuring impact, driving growth, and managing your nonprofit.

This Week’s Newsletter at a glance:

• Copywriting Secrets for the Nonprofit Sector (Part 1)

• Philanthropy News From This Week

• Sid’s Book Recommendation

Copywriting Secrets for the Nonprofit Sector (Part 1)

Back when I was running my agency and working with Creators, one of the biggest ways I added value was through copywriting.

Copywriting touches everything— public speaking, video scripts, landing pages, emails, you name it. It’s the thread that runs through nearly every part of communication and storytelling.

One of my favorite tips comes from a book called Copywriting Secrets by Jim Edwards. This book is my go-to on copywriting, and the tip is about the power of using the word you.

While working in the Nonprofit world, you all know how easy it is to talk about we.

“We serve.”

“We believe.”

“We’re committed.”

But here’s the shift that can change everything… talk about “you” instead.

The word “you” can be one of the most powerful tools in your Nonprofit’s messaging. It invites your reader in. It turns a mission statement into a personal invitation. It makes your donor, volunteer, or community member feel seen— not just as a supporter, but as a central character in the story.

Why does this matter? Because people don’t give to institutions. They give to connection. They respond when they feel like that their presence, their action, and their donation matters.

When they are not just hearing what your organization does, but understanding the role they play in it— that’s how you unlock beautiful possibilities.

“You” does that.

“You made this possible.”

“You helped feed a family this week.”

“You’re part of the change.”

It’s personal. It’s active. And most of all… it works.

So the next time you’re writing an appeal, a thank you letter, a social post, or even a mission statement… pause and ask yourself: How can I make this more about them? Swap out some of the “we” and the “our” statements.

Let the reader imagine themselves at the center of your organization’s impact.

Because when someone sees the word “you,” it helps them stop skimming.

It naturally helps them lean in, because they feel something.

And in the Nonprofit world— where attention is short and action drives impact— that feeling may be the very thing that moves someone to give, to share, or to stand with you.

So… start with you.

It’s not just good writing, it’s good leadership.

I’ll have plenty more tips to share when I release Part 2 this summer. If you do not want to wait, I recommend checking out the book, Copywriting Secrets, it’s an easy read.

Bonus tip: don’t only use the word “you” but use the word “your” too.

See y’all next week! ✌🏾

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Philanthropy News From This Week

• How Expressing Gratitude Can Transform Your Work and Life

• The Nonprofit Organizations Going to Court to Block Trump

• When Donors Fund Duplication: A Call for Collaboration, Not Competition

• Tulsa mayor announces $105 million Greenwood Trust

Sid’s Book Recommendation

Each week, I recommend a book or film that has impacted my life in a positive way. My recommendation this week is:

Copywriting Secrets by Jim Edwards

This book is a practical guide that reveals how you can use the power of words to increase fundraising, clicks, conversions, and the list goes on. Jim is a seasoned copywriter and in this book, he breaks down the art of persuasive writing into actionable steps and templates, making it accessible even for beginners. This book is absolute gold. I have read it multiple times over the years. Learn more.

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