Masterclass - How to Write Fundraising Copy That Really Engages and Persuades (Intermediate/Advanced) (25-Aug-20)

Masterclass - How to Write Fundraising Copy That Really Engages and Persuades (Intermediate/Advanced) (25-Aug-20)

Date: Tuesday 25th Aug 2020

09:15 Coffee and registration
09:30 Course start
17:00 Course finish

Town/City: Westminster

Location: London

Venue: IoF Office

Directions / Address

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Looking to take your copy skills to the next level? Whether you write fundraising letters, door-drops, brochures or for your website(s), this all-new copywriting Masterclass will boost your capability, confidence and results. In just one inspiring day, you will gain the ideas, knowledge and skills you need to write fundraising copy that generates more impressive and profitable results.

Packed with great tips, valuable insights and industry wisdom, this highly practical course will explore and explain exactly what you need to do to get people to read and respond to what you write.

You will learn how to plan, structure and write engaging, persuasive and productive copy – and you learn how to review and critique other people’s copy in a way that is both meaningful and constructive. By applying what you learn your copy will generate improved results!

Who should attend?

This one day course is designed for those who already have some experience of writing fundraising copy but who are looking take their skills to the next level. Looking at the different mediums available this Masterclass will give you insight, improved capabilities and a boost in confidence to enable you to write copy that will engage your audiences and improve your results.

Benefits for you and your organisation

You will leave the course with a thorough understanding of what works best and what rarely works at all. You will gain insights into how people think and how they react to what you write. This course will change the way you approach writing fundraising copy for good. The knowledge, insights and skills you learn in just one fascinating day will deliver valuable and lasting benefits for your organisation, your cause and your career.


Thanks again for a fantastic day. I can honestly say it's the best copy-writing course I've ever attended and possibly the best course full stop. Both practical and inspiring." Jenny Liddiard, Octavia Foundation

Copywriting Masterclass: essential principles and expert insights

  • Understanding the science behind how people read and react to your copy
  • Learning to become a “fundraiser behind the keyboard”
  • The proven formula that adds up to persuasion
  • How to apply social psychology and emotional triggers to motivate more people to respond
  • Proven solicitation techniques explored and explained
  • Sad stories, statistics and scale: what works best, when and why
  • Understanding the persuasion methods that are most effective in fundraising
  • Long copy or short copy: what works best, when and why?
  • Why personalisation is not all about customer insight and data
  • The importance of adopting the right tone and language
  • Perfect grammar and punctuation: friend or foe?
  • Using “Power” words and avoiding “Spoiler” words
  • Valuable tips that boost response and outcomes
  • 12 recipes for disaster and how to avoid them all


How to structure, write and adapt your copy to suit each primary medium

Direct response marketing and advertising

  • The total uniqueness of the fundraising letter
  • Why 90% of letters and door-drops hit the bin within five seconds
  • Where to put the “ask” in your fundraising letters
  • 10 ways to write compelling fundraising headlines
  • How to create more effective envelope messages and response devices
  • Real-life fundraising letters reviewed and evaluated with lessons learned
  • The last thing you should put into a fundraising letter


Lift pieces, brochures and leaflets

  • How to blend the telling with the selling
  • How to combine copy with graphics and images to boost results
  • Understanding the power of images, sub-heads and captions


Email and websites

  • How to adapt your copy to suit the digital medium
  • How to write compelling email subject lines


By the end of the course you will have gained:

At the end of one fascinating and informative day you will have gained a practical understanding of the key principles and techniques used within fundraising and how to apply them to help you achieve improved results. You will understand the way people read and react to fundraising copy and know how to use this to your advantage to engage and persuade. You will leave this course with a head full of fresh ideas and approaches that you can apply immediately within the workplace so that you achieve more with every piece of fundraising copy you write.

Free consultancy:

As part of your learning experience you are invited to send in a sample of your own fundraising copy in advance of the course. Your tutor will then review it with you in open class, providing constructive advice and recommendations that you can apply immediately to improve results.

To take advantage of this offer please email one sample* of your copy to the IoF Academy team at by 17:00 Tuesday 18th August 2020 with ‘Sample copy for Masterclass 25th August 2020' in the subject line.

*Please note your sample copy should be no longer than 1 or 2 sides of A4.

About your tutor:

Paul Chuter FIDM is one of the UK’s leading communications practitioners. Since 1991, he has provided communications advice and copywriting to leading international business enterprises, not-for-profit organisations, government agencies, professional bodies and academic institutions. Paul has successfully trained staff from more than 100 UK charity sector organisations in effective copywriting techniques. His training is very ‘real-world’ and combines attitudinal approaches, practical techniques and best-practice methodologies that can be applied immediately in the workplace to achieve impressive results.


£375 for IoF Individual members

£440 for non Individual members.

If you require an invoice please ensure you book your place a minimum of two weeks before the start date of your course.

IoF Academy One and Two Day Open Course Booking Terms and Conditions.

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IoF Academy
Telephone: 0207 840 1020

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