Copywriter beware: When you write for non-profit organizations, it’s all too easy to bludgeon your audience with your cause-focused copy. Non-profit marketers tend to structure content as if it were an internal communication: They emphasize features and benefits important to themselves, rather than those relevant to their audience.
As Ashoka’s correspondent and live blogger for the Global Maternal Health Conference in New Delhi, I recently wrote a series of posts positioned to engage readers of Ashoka Changemaker’s blog:
Follow the Young Champions of Maternal Health in New Delhi
Meet the Young Champions
Young Champions’ Day-One Takeaways from the Global Maternal Health Conference
The Young Champions: Photos of the Global Maternal Health Conference – Day-One
The Young Champions Work the Room at a Networking Luncheon
The Young Champions’ Pick: Birth and Death video
Mother Courage: Three Young Champions Leave Children Behind as They Begin Fellowships
NGOs: Know thy audience
The posts target a readership of public health experts, international development professionals and NGO leaders. Writing for this specialized, educated audience feels very much like writing B2B copy. Yet benefit-focused copywriting basics still apply, with the emphasis on engaging—and providing value to—readers.