Masterclass - How to Write Fundraising Copy That Really Engages and Persuades (24-Aug-22)

Digital MediaDirect Mail
24 August 2022
10:00AM to 04:30PM

Individual Prices

Package Type Available To Price
Individual Member Fee All Days Individual Member £315
Non-Individual Member Fee All Days Non Member £375

Take your copywriting skills to the next level Whether you write copy for fundraising letters, brochures, emails, web, or social, this online Copywriting for Fundraising Masterclass will boost your capability, confidence and results.

Standard Content

You’ll join a virtual course with fellow fundraisers for an inspiring day packed with fresh ideas and expert insights and advanced methodologies. You’ll review more than 100 real-life copy examples from major charities as you discover which copywriting techniques work best and which rarely work at all.

In just one fascinating day you’ll learn how to plan and write fundraising copy that gets noticed, gets read and gets results. And you’ll learn how to review and critique other people’s copy in a way that’s insightful, meaningful and constructive.

The Live Virtual Training Experience

The Chartered Institute of Fundraising's live virtual training is delivered by trainers who are leading experts in their chosen discipline. Each virtual course has been especially designed to deliver a rich virtual learning experience. Your course will feature:

  • Zoom platform learning environment
  • Interactive engagement with the trainer and peers
  • Group discussions and exercises
  • Real-life case studies and examples
  • Ample Q&A opportunities throughout the sessions

Course content

Copywriting Masterclass: essential principles and expert insights
  • Understanding the science behind how people read and react to your copy
  • How to apply social psychology and emotional triggers to motivate more people to respond
  • 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
  • Common recipes for disaster and how to avoid them all
  • How to adapt your copy for 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
  • Ten ways to write compelling fundraising headlines
  • The last thing you should put into a fundraising letter
Lift pieces, brochures and leaflets
  • How to create interest and improve readership
  • How to combine copy with graphics and images to boost results
  • Understanding the power of images, sub-heads and captions
Email and websites
  • The critical difference between online and offline copy
  • How to adapt your copy to work on the web
  • How to write email subject lines that get opened and copy that gets read
  • How to write short-form content for social media
  • Reviewing and critiquing your own and other people’s copy

Technology requirements

The course is being delivered via the online platform zoom. To enable you to interact with your tutor and your class you will need to have access to a microphone (or access to a landline phone) and ideally have a working video link via a camera. To test compatibility with your system, you can join a test meeting via this link

About your trainer

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 300 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.

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