Do you actually need a copywriter for your nonprofit website? If you’re creating your first site, or relaunching a new one, this question may have already popped into your head. And just because I’m a copywriter that specializes in nonprofits, social enterprises, and social impact companies, my answer is not going to be an automatic, “Yes.”
I’m here to serve my clients, and that means doing what is best for them. So, I’m going to lay out the benefits as I see them, and you can decide for yourself. And if the answer is, “No,” or “Not right now,” I’m also going to give you some options for writing your website on a budget without a copywriter. Sound good?
7 Reasons Why Hiring a Copywriter for Your Website Is a Good Idea
If you’re on the fence about hiring a website copywriter for your nonprofit, here are a few reasons it might be the right move.
1) You have lost perspective.
When you’re in the weeds of your mission each day, it’s easy to lose perspective. This could mean that you forget to include much-needed website content, use jargon that others don’t understand, or can’t see your work as a perspective donor or partner would.
Additionally, many nonprofit websites I read are written for “insiders,” or the people who already understand what you’re up to and have supported you for years. You want people to find your website and become engaged, but your site isn’t written for those who aren’t familiar with you and your work.
Sometimes it takes an “outsider” to spot this issue, and then write it in such a way that will draw in website visitors.
2) You aren’t a good writer.
Let’s face it: Not everyone is a good writer. And not everyone enjoys writing.
If this is you, that’s okay. (I probably can’t do what you do either!) However, when people are in this position, I find that they’re continually trying to force a square peg in a round hole—and it’s exhausting.
You’ll also likely keep putting off writing your website because it’s not something you enjoy. At that point, you find yourself frantic and desperate, trying to cobble together a site that you don’t love and aren’t happy with. And that’s probably not the outcome you’re looking for.
These are also issues that website visitors could pick up on, which doesn’t serve your mission at all.
3) It takes you a long time to write.
One of my amazing clients, Anne Kerr, once told me that she hired me to write for her because it’s a task that simply takes a long time. She’s actually a really good writer, and can communicate her mission very well, but it might take her days to write something that I can knock out in a fraction of the time.
With what feels like a hundred other items on your To Do List, you have to assess where you should spend your time.
4) You don’t know how to write a website.
Just because you write well, doesn’t mean you can (or should) write your website. Your website is a powerful marketing, sales, and fundraising tool, which means the copy (<— the words) should not just be informative, but persuasive.
It might take a different skill set to tell your story and talk about your work in way that pulls the reader in, and makes them want to take action.
5) Your team is maxed out.
Even if you have a team of people that you work alongside, it’s likely that they’re all at capacity. It’s hard to find anyone anywhere that doesn’t have a full plate of tasks to complete each day. So, you have to ask yourself if one or more people really need to juggle this one as well.
By hiring someone to write your nonprofit website, you are freeing up your team to do what they do best.
At many small nonprofits, employees are already wearing multiple hats, so adding something large and substantial like writing a website could easily overwhelm them. Do your team a favor, and bring in a professional who can guide them through the process, and get it done quickly and efficiently.
6) YouR time is better spent elsewhere.
I spoke a little about this in #3, but it’s quite possible that you may have other items on your agenda that need your attention more. As a founder or key leader, you probably have responsibilities that need your personal attention, and if that’s the case, you should leave the copywriting to someone else.
For example, let’s say it’s a busy season for your nonprofit (I know, when isn’t it!), and you really need to be getting in front of large donors. Well, you can’t show up to meetings, schedule coffees, or attend high-profile events if you also need to sit down and write a website.
There are some things only you can do. Is writing your website one of them?
7) Words Matter.
You may also be wondering about the role of design when it comes to your nonprofit’s website. The truth is that it’s important. How your website looks is the first thing people will see, so I definitely believe your website should look good.
However, you have to back up your visual brand identity with compelling words. The copy informs and enhances the photos, heightens the way colors make you feel, and encourages people to take action. They complement each other—and when they work together, you have a fantastic online experience for donors and partners.
Can’t Afford to Hire a Copywriter For Your Nonprofit Website?
I get it. You can’t squeeze blood from a stone, as they say. If this is your first website, or you’re still in startup mode, you may not yet be able to invest in a copywriter. I don’t fault you for that, since I know the DIY feeling.
However, I do have some suggestions if you need to bootstrap the words on your website.
Get an audit.
Before you dive head-long into creating your new site, hire someone to audit your current one. For example, my friends at New American Pathways are about to redesign and rewrite their current site, which they’ve had for five years. But before they begin, they hired me to assess what works and doesn’t work from a marketing perspective.
I went through the website as a visitor would, and took note of everything that could be improved, from photos and colors to the writing and brand messaging. This allowed them to have a more informed direction as they approached a website designer, and for the team member who will handle most of the writing in-house.
Hire an editor.
Even if you’re a good writer, I suggest hiring someone to edit your website. That person can not only look at grammar and punctuation errors, but sentence structure and continuity. He or she might even be able to help you cut any clutter and make suggestions for improvement.
Barter.
Bartering isn’t talked about much, but I’m a big fan. If you’ve got something someone else needs or wants, it’s possible you can swap. For example, one of my friends does some copywriting for her accountant, and gets her taxes done for free in exchange. Get creative!
Get more opinions.
Remember when we talked about perspective above? Well, you only have one. Whether you’re the only employee at your nonprofit, or you have a whole team, it’s good to get the opinions of others. Putting your heads together can lead to significant improvements all-around, especially if you need to rewrite your website quickly.
Invest in a copywriting Course or coach.
Want to improve your skills? Maybe a copywriting course or writing coach is the best move for you. However, the investment may not be all that different than hiring a copywriter, and it will also require more of your time. So, take a hard look and see if this is something you should pursue. If so, it can also serve you well in the long-run.
Find a mentor.
I’m a big fan of finding a mentor, and it’s advice I give out often. Of course, having a mentor can be a huge benefit in many ways, and this is certainly one of them.
The downside of simply getting outside opinions, as I talked about earlier, is that they still may not know any more about writing for websites than you do. However, a mentor may have an expert opinion, if you’ve sought one out that has that skill set.
HIRE AN Intern.
Though they don’t have years of experience under their belt yet, students and interns who are majoring in marketing or journalism do have a lot of value. And, obviously, you can be a terrific resource for them, too. The first project I give any new intern is to audit my website, and tell me what doesn’t make sense, what links are broken, and what could be made better. I get complements on my site all the time, and I know that is in part due to my interns’ contributions.
One Thing You ABSOLUTELY Must Consider
Have you thought about the ROI of hiring a copywriter for your nonprofit website? If not, the return on investment may help you make a decision.
It’s not just the cost of investing in a copywriter, it’s what could happen as a result:
Copy that makes you look and sound more professional to your potential partners and donors
Copy that’s more engaging than what you could write yourself, which results in more donations and sponsorships
An experience that teaches you how to think about your overall marketing strategy
Additionally, they cost less than you might think because it’s a short-term cost with long-term benefits.
You likely won’t rewrite your website but every few years.
You don’t have to pay for their taxes or other benefits like insurance.
You don’t even have to buy them pizza at the next office party.
YOUR NEXT NONPROFIT WEBSITE
You may not be able to hire a nonprofit copywriter for your current project, but I suggest adding them into your budget for the next one (or your Phase 2 upgrades). You’ve seen the benefits above, and they aren’t to be overlooked.
You’ve no doubt spent years getting better at your job, and copywriters like me have as well. So, when it comes to something as important as your website, make sure it’s in the best possible hands.
Having someone else handle the writing can bring new perspective, streamline your process, and free you up for what you do best. Plus, having their expertise can help you create a website that is more compelling, more engaging, and brings in more dollars.
Isn’t that worth the investment?
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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.
