Writing non-profit copy is hardly straight-forward. It must carefully walk the line between polish and formality while setting itself apart from the doldrums of repetitive, tiresome catchphrases like “invaluable contribution” and “excellence in leadership” that seem endlessly interchangeable from organization to organization. It must celebrate the values of its organization without alienating the greater cause to which it is part. Good non-profit copy is the difference between an organization with goals and one who demonstrates unique ambition and drive towards achieving such goals.

All non-profit sectors come with a corresponding vernacular. If we consider environmentally conscious non-profits, words like “sustainability,” “preservation” and “quality” immediately come to mind. But are these words really different from say, a youth-focused group, with phrases like “happier, healthy futures”? All non-profits are united in the celebration of community and an improved global landscape for generations to come. Good non-profit copy highlights the key concerns of its organization whilst emphasizing the greater initiative shared among those who care about improving our world.

Indeed, marketing one’s organization whilst embracing the values of philanthropy requires a particular subtlety and balance. Be certain of your organization’s belief and value systems. If the Mission of your organization seems unclear, ask. Understand the assumptions that your organization makes in its understanding of the world – what the important factors are when your organization forms opinions, and what is at stake when they take action.

It goes without saying that the passion a writer has for their cause comes out in the felicity of their prose.  Be clear, succinct, while graceful. Be persuasive, certain, while humble. This subtlety and balance comes with much trial and error, but it also comes with intuition – what do you expect from the writing that surrounds your life? Would you expect any less of your own writing? Hold it to a higher standard. Though deceivingly undervalued, your writing says much about what you, or your organization, are all about.