Words don’t move people just because they sound good.
They move people when they’re built on the right foundation.
That’s why before I ever sit down to write for a nonprofit—whether it’s a homepage, blog post, or campaign video script—I start with strategy. Always.
And it begins with these four questions:
1. Who are we really talking to?
Sometimes, nonprofit messaging needs to reach a broad audience. This is especially true at the awareness stage of the marketing funnel, when the goal is to simply get the word out. Social media posts, educational videos, and infographics are perfect for this.
But as we move deeper into the funnel—toward engagement, decision-making, and action—that message needs to shift. We’re no longer speaking to everyone. We’re speaking to someone.
Are we addressing long-time donors? First-time volunteers? Parents? Scientists? Policy makers? The message, tone, and language should reflect who we’re trying to reach.
When we’re clear on the audience, we can shape our voice and emotional tone in a way that truly connects. Because if it doesn’t feel personal, it doesn’t stick.
That’s why I start here. So my client and I are aligned. Because too often I see organizations trying to connect with a broad public audience using science-heavy, technical jargon. And it just doesn’t work.
2. What action do we want the audience to take?
Strong storytelling is the setup. But the payoff? That’s your call to action (CTA).
Are we inviting someone to donate?
Sign up?
Volunteer?
Share the message?
Your CTA must be clear and actionable—and the motivation behind it even clearer.
A vague CTA like “Support our mission” can be confusing. But something like “Donate $5 to help plant a mangrove” or “Sign the petition to protect elephant habitats” is specific and compelling.
Remember: shorter is better. But even the best CTA needs context. People still need to understand why they’re being asked to act. That brings us to the next question.
3. What’s at stake if they don’t?
This is where urgency lives. What’s the real consequence of inaction?
Are coral reefs vanishing? Is a species about to go extinct? Are local conservation efforts going underfunded?
Don’t just talk about what’s being done. Show what happens if nothing happens.
And please—ditch the jargon when speaking to a general audience. If people don’t understand what’s at risk, they won’t feel a reason to care. And if they don’t care, they won’t act.
We’re not here to prove how much we know. We’re here to inspire action. And that starts with clarity.
4. Why now?
People need a reason to care today. That might be tied to a season, a breaking news story, a funding deadline—or, for a more targeted audience, something like an ecological tipping point.
But there’s a fine line. Urgency should never tip into despair.
I’ve seen campaigns fail because they leaned too hard on doom and gloom, leaving their audience feeling helpless instead of motivated.
Urgency works when it’s grounded in purpose. Not panic.
The Bottom Line
You don’t need flashier language. You need sharper strategy.
So before writing your next campaign, ask yourself these four questions:
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Who are we talking to?
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What do we want them to do?
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What happens if they don’t?
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Why does it matter now?
Then put yourself in your audience’s shoes. Will they understand what’s at stake—and feel inspired to take action? People don’t want to be forced to care, but they do want to feel that their actions matter.
Give them that and they will show up.
What’s the one question you always ask before starting a project? Let us know in the comments!