50+ Power-Packed Copywriting Formulas Tailored for Nonprofits

Transforming Your Nonprofit’s Messaging with Proven Copywriting Formulas

In the nonprofit world, every word counts. Whether you’re trying to inspire donors, engage volunteers, or raise awareness for a cause, the right message can make all the difference. 

But crafting that perfect message isn’t always easy—especially when resources are limited, and the stakes are high. 

That’s where the power of proven copywriting formulas comes into play. These formulas are time-tested strategies that have helped countless organisations cut through the noise, connect with their audience, and drive meaningful action.

This post is designed to be your ultimate resource for nonprofit copywriting formulas. We’ve compiled an extensive list of the most effective copywriting formulas we regularly use in our digital marketing agency, but tailored each formula specifically for the unique challenges and opportunities faced by nonprofits and charities. 

Whether you’re writing a donation appeal, a volunteer recruitment ad, or content for your next awareness campaign, you’ll find a formula here that can guide you in crafting compelling, persuasive copy that resonates with your audience.

What You’ll Find Inside

• Over 50 Copywriting Formulas: A vast collection of time-tested strategies, tailored specifically for nonprofit messaging.
• Clear Explanations: Detailed breakdowns of each formula, explaining how and why they work.
• Nonprofit-Specific Examples: Real-world examples that show how to apply each formula to common nonprofit challenges.
• Formulas for Every Need: Techniques for crafting compelling donation appeals, volunteer recruitment ads, awareness campaigns, grant applications, and more.
• Advanced and Specialised Approaches: Including emotional appeals, storytelling frameworks, and behavioural psychology-based formulas.
• Tips for Choosing the Right Formula: Guidance on selecting the most effective formula based on your goals and audience.
• Best Practices for Implementation: Advice on adapting, testing, and optimising these formulas to maximise their impact.

Section 1: Core Nonprofit Copywriting Formulas

Core nonprofit copywriting formulas are the foundational strategies that have stood the test of time. These are the go-to frameworks for crafting persuasive and effective copy, regardless of the medium or message. 

Whether you’re writing an email, a landing page, or a social media post, these formulas provide a reliable structure that guides your audience from initial interest to taking action. 

1. AIDA (Attention, Interest, Desire, Action)

AIDA is one of the most well-known and widely used copywriting formulas, and for good reason. It breaks down the process of persuasion into four critical steps:

• Attention: Grab your audience’s attention with a compelling headline or opening statement. For a nonprofit, this might be a shocking statistic or a powerful story that highlights the urgency of your cause.
  • Example: “Every night, 1 in 4 children in our community goes to bed hungry.”
• Interest: Keep their interest by providing more details that make the reader care. Here, you build on the initial attention-grabber with information that resonates emotionally or intellectually.
  • Example: “These children are not just statistics—they are our neighbours, and they need our help.”
• Desire: Create a desire for the solution you’re offering. Show the reader how they can make a real difference by engaging with your cause, whether through a donation, volunteering, or spreading the word.
  • Example: “With just $10, you can provide a week’s worth of meals for a child in need.”
• Action: Finally, prompt them to take action. Make it clear, easy, and urgent for them to do something right away.
  • Example: “Donate now and help us ensure no child in our community goes hungry tonight.”

By following the AIDA formula, you guide your audience through a natural progression from awareness to action, making it an essential tool for any nonprofit looking to mobilise support.

2. PAS (Problem, Agitation, Solution)

PAS is a powerful copywriting formula that leverages the art of problem-solving. It taps into the emotional aspect of your audience by first identifying a problem, then amplifying the discomfort or urgency associated with it, and finally presenting your organisation as the solution.

• Problem: Start by identifying a specific problem that your audience cares about. This problem should be directly related to your nonprofit’s mission.
  • Example: “Homelessness is a growing crisis in our city, with thousands of families spending each night on the streets.”
• Agitation: Next, amplify the problem by describing the emotional and practical implications. The goal here is to make the reader feel the weight of the issue, compelling them to want a resolution.
  • Example: “For these families, every night is a struggle for safety and warmth. Children are missing out on their education, parents are unable to find work, and the cycle of poverty continues.”
• Solution: Finally, present your nonprofit’s solution as the answer to the problem. Make it clear, actionable, and within reach of the reader.
  • Example: “But there’s hope. With your support, we can provide safe housing, warm meals, and the resources these families need to rebuild their lives. Donate today and help us turn despair into hope.”

By using PAS, you effectively bring your audience into the narrative, making them feel the urgency of the problem and motivating them to act by offering a tangible solution.

3. FAB (Features, Advantages, Benefits)

FAB is a classic formula that focuses on showcasing what your nonprofit offers (Features), why it’s beneficial (Advantages), and what the ultimate payoff is for the audience (Benefits). This formula is particularly effective when you need to clearly communicate the value of your programs or services.

• Features: Start by outlining the key features of your service, program, or campaign. This is the “what” of your offering.
  • Example: “Our after-school program provides tutoring, healthy meals, and a safe environment for children.”
• Advantages: Next, explain the advantages of these features. Why are they valuable? How do they improve the situation?
  • Example: “These programs ensure that children not only stay off the streets but also receive the educational support and nutrition they need to succeed.”
• Benefits: Finally, highlight the ultimate benefits—the positive outcomes that result from these features and advantages. This is the “so what?” of your message.
  • Example: “By supporting our after-school program, you’re giving children the tools they need to break the cycle of poverty and build a brighter future.”

FAB is a straightforward and effective way to communicate the tangible impact of your nonprofit’s work, helping your audience understand not just what you do, but why it matters and how it benefits those in need.

4. The 4 Ps (Picture, Promise, Prove, Push)

The 4 Ps formula is a powerful tool for painting a vivid picture in your audience’s mind, making a compelling promise, proving that promise, and then pushing for action. This formula works well for creating emotionally resonant copy that drives engagement and action.

• Picture: Start by creating a vivid image or scenario that your audience can easily visualise. This helps them emotionally connect with your cause.
  • Example: “Imagine a world where every child has access to clean water—where no mother has to fear that her child will fall ill from a simple drink.”
• Promise: Next, make a promise that addresses the scenario you’ve painted. This promise should align with your nonprofit’s mission and offer hope.
  • Example: “We can make this a reality. With your support, we can bring clean water to even the most remote villages.”
• Prove: Prove that your promise is credible by offering evidence, such as statistics, testimonials, or case studies.
  • Example: “Over the past year, we’ve installed 50 water wells, providing clean water to more than 20,000 people. And with your help, we can do even more.”
• Push: Finally, push your audience to take immediate action. Make it clear what they need to do and how they can contribute.
  • Example: “Join us in making a lasting impact. Donate today and give the gift of clean water to those who need it most.”

By following the 4 Ps formula, you guide your audience through a logical and emotional journey, culminating in a strong call to action that feels both urgent and attainable.

5. The 4 Cs (Clear, Concise, Compelling, Credible)

The 4 Cs formula emphasises the importance of clarity, brevity, persuasiveness, and trustworthiness in your copy. It’s particularly effective for nonprofits, where messaging needs to be straightforward yet powerful to inspire action.

• Clear: Your message should be easy to understand, with no room for ambiguity. Clarity ensures that your audience immediately grasps your point.
  • Example: “Our mission is simple: to end hunger in our community.”
• Concise: Keep your message brief and to the point. Every word should serve a purpose, with no unnecessary fluff.
  • Example: “With just $25, you can provide a week’s worth of groceries to a family in need.”
• Compelling: Your copy should be persuasive, appealing to the emotions or logic of your audience to motivate them to act.
  • Example: “Imagine the difference you can make—helping a family put food on the table when they need it most.”
• Credible: Build trust by including facts, testimonials, or other evidence that supports your claims.
  • Example: “Last year, thanks to donors like you, we provided over 10,000 meals to families in need.”

The 4 Cs formula is ideal for creating strong, reliable, and impactful messages that resonate with your audience and drive them to act.

6. The 4 Us (Urgency, Usefulness, Uniqueness, Ultra-specificity)

The 4 Us formula is designed to create compelling copy that drives immediate action by emphasising the urgency, relevance, distinctiveness, and specificity of your message. This approach is especially useful for campaigns with a clear, time-sensitive goal.

• Urgency: Highlight the need for immediate action to create a sense of urgency.
  • Example: “Only 48 hours left to double your impact—donate now and your gift will be matched!”
• Usefulness: Show how your offer or message is beneficial to the reader or to those they want to help.
  • Example: “Your donation provides essential school supplies to children who would otherwise go without.”
• Uniqueness: Emphasise what sets your nonprofit or campaign apart, making it clear why your audience should support your cause over others.
  • Example: “We’re the only organisation in the region providing this level of support directly to the schools most in need.”
• Ultra-specificity: Be as specific as possible to make your message credible and compelling.
  • Example: “For just $10, you can provide a backpack filled with supplies for one child for an entire school year.”

The 4 Us formula ensures your copy is not only persuasive but also action-oriented, helping you communicate the immediate value and impact of supporting your nonprofit.

7. STAR (Situation, Task, Action, Result)

The STAR formula is a storytelling framework that guides your audience through a narrative, illustrating how your nonprofit addresses challenges and achieves impactful outcomes. This formula is particularly effective for case studies, success stories, or highlighting the impact of your work.

• Situation: Start by describing the situation or challenge that your nonprofit encountered. This sets the stage and helps your audience understand the context.
  • Example: “When the pandemic hit, thousands of families in our community suddenly found themselves without food security, struggling to provide even the basics for their children.”
• Task: Outline the specific task or mission your nonprofit took on to address the situation. This shows your proactive approach to solving the problem.
  • Example: “Our task was clear: mobilise our resources to ensure that no family went hungry during this crisis.”
• Action: Detail the actions your nonprofit took to tackle the task. This part of the narrative demonstrates your organisation’s efforts and dedication.
  • Example: “We launched an emergency food drive, partnering with local businesses and volunteers to distribute food boxes directly to the homes of those in need.”
• Result: Conclude by sharing the results of your actions, emphasising the positive impact and outcomes achieved.
  • Example: “Thanks to the generosity of our supporters, we provided over 50,000 meals to families in need, ensuring that they had the nourishment to get through these difficult times.”

The STAR formula is ideal for demonstrating the effectiveness of your nonprofit’s work through concrete examples, helping to build trust and inspire further support.

8. SLAP (Stop, Look, Act, Purchase)

SLAP is a straightforward, action-oriented formula designed to quickly capture attention and drive the audience towards making a decision or taking action. It’s particularly effective for advertisements, social media posts, or any copy where you need immediate engagement.

• Stop: Start by grabbing the audience’s attention with something that makes them pause. This could be a bold statement, striking image, or provocative question.
  • Example: “Did you know that 1 in 5 children in our community goes to bed hungry?”
• Look: Encourage them to look closer or pay attention to what comes next by providing a hook or intriguing detail.
  • Example: “Right now, you have the power to change that.”
• Act: Prompt the audience to take action by clearly stating what they should do next. The action should be simple and direct.
  • Example: “Donate $10 today and help us provide a meal for a hungry child.”
• Purchase: In a nonprofit context, the “purchase” is often a donation or commitment. Reinforce the value of the action they’ve just taken or are about to take.
  • Example: “Your donation today will not only provide a meal but also hope for a brighter tomorrow.”

The SLAP formula is perfect for creating high-impact, concise messages that move your audience from awareness to action in just a few steps.

9. BAB (Before-After-Bridge)

The BAB formula is a simple yet powerful way to illustrate transformation, showing your audience the change your nonprofit can create or has already created. It’s effective for landing pages, campaign narratives, or any messaging that highlights progress and impact.

• Before: Start by describing the problem or undesirable situation that existed before your nonprofit intervened. This sets up the need for change.
  • Example: “Before we began our literacy program, thousands of children in our city were struggling to read, falling behind in school, and missing out on opportunities.”
• After: Paint a picture of the improved situation after your nonprofit’s efforts. This shows the positive outcome and impact of your work.
  • Example: “Now, these children are thriving—reading at grade level, excelling in their studies, and building confidence for the future.”
• Bridge: Finally, explain how your nonprofit made this transformation possible, and how the reader can be part of the ongoing solution.
  • Example: “This change happened because of supporters like you. By donating today, you can help even more children achieve their potential and break the cycle of poverty.”

The BAB formula is particularly effective for illustrating the tangible impact of your nonprofit’s work, making it easy for your audience to see the value of their support and encouraging them to get involved.

10. A FOREST (Alliteration, Facts, Opinion, Repetition, Examples, Statistics, Three)

The A FOREST formula is a comprehensive approach that leverages multiple rhetorical techniques to create persuasive and memorable copy. This formula is particularly useful for speeches, presentations, and detailed written appeals.

• Alliteration: Use alliteration to make your message catchy and memorable. It helps to create a rhythm and flow in your writing that sticks with the reader.
  • Example: “Safe, secure, sustainable solutions.”
• Facts: Present clear, undeniable facts to build credibility and support your argument.
  • Example: “Over 2,000 families in our city struggle with food insecurity every day.”
• Opinion: Share a strong opinion that aligns with your nonprofit’s mission, helping to connect emotionally with your audience.
  • Example: “We believe no child should go to bed hungry.”
• Repetition: Reinforce key points by repeating them throughout your message to ensure they resonate with your audience.
  • Example: “Together, we can make a difference. Together, we can end hunger.”
• Examples: Provide concrete examples to illustrate your points and make them more relatable.
  • Example: “Take Maria, a single mother who, thanks to your support, now has food security for her children.”
• Statistics: Use relevant statistics to back up your claims and demonstrate the scale of the problem or the impact of your work.
  • Example: “Since our program began, we’ve reduced food insecurity in our community by 30%.”
• Three: Present information in groups of three, as this is a powerful technique in rhetoric that makes your points more impactful and easier to remember.
  • Example: “We need your support to provide food, education, and hope.”

The A FOREST formula enables you to create rich, layered messages that are both persuasive and engaging, making it a versatile tool for various nonprofit communications.

11. QUEST (Qualify, Understand, Educate, Stimulate, Transition)

The QUEST formula is a step-by-step approach to guiding your audience through a thoughtful journey from qualification to action. It’s ideal for educational content, donor journeys, or volunteer recruitment campaigns.

• Qualify: Start by qualifying your audience—help them identify themselves with the cause or the problem.
  • Example: “Are you passionate about making a difference in the lives of children?”
• Understand: Show that you understand their concerns or desires, building rapport and trust.
  • Example: “We know that you care deeply about ensuring every child has access to quality education.”
• Educate: Provide valuable information that educates your audience about the issue or the solution your nonprofit offers.
  • Example: “Did you know that over 4 million children in our country lack access to essential educational resources?”
• Stimulate: Stimulate their interest and emotions by highlighting the benefits of taking action or getting involved.
  • Example: “By volunteering with us, you can directly impact these children’s lives, helping them achieve their dreams.”
• Transition: Transition smoothly to a call to action, making it easy for your audience to take the next step.
  • Example: “Join us today—sign up to volunteer and make a lasting difference.”

The QUEST formula is particularly effective for nurturing your audience through a logical and emotional journey, helping them see the value of engaging with your nonprofit.

12. PPP (Problem, Promise, Proof)

The PPP formula is a straightforward method that first highlights a problem, then offers a promise of resolution, and finally backs it up with proof. This formula is great for crafting compelling pitches, appeals, or fundraising messages.

• Problem: Begin by clearly stating a problem that your nonprofit addresses. This sets the stage for your audience to understand the need for action.
  • Example: “Many families in our community are facing eviction due to the economic downturn.”
• Promise: Offer a promise of how your nonprofit can solve or alleviate the problem. This should be an inspiring and hopeful message.
  • Example: “We promise to provide emergency financial assistance to keep these families in their homes.”
• Proof: Provide proof that your nonprofit has the ability to fulfil this promise. Use testimonials, case studies, or statistics to build credibility.
  • Example: “Last year, we helped over 500 families avoid eviction through our emergency assistance program.”

The PPP formula is effective because it directly addresses concerns, offers a hopeful solution, and reinforces that promise with solid evidence, making it a persuasive tool for gaining support.

13. The 5 Objections (No Need, No Money, No Hurry, No Desire, No Trust)

The 5 Objections formula is a strategic approach to preemptively addressing the common objections your audience might have. This method is useful for converting hesitant donors, volunteers, or supporters by addressing their concerns head-on.

• No Need: Address the belief that there’s no need for their involvement or contribution.
  • Example: “You might think others are already helping, but the truth is, the need has never been greater. Your support is crucial.”
• No Money: Respond to the objection that they don’t have enough money to donate.
  • Example: “Even a small donation of $5 can make a big difference. Every dollar counts towards providing meals for those in need.”
• No Hurry: Counter the idea that there’s no urgency to act now.
  • Example: “This winter, thousands are at risk of going without heat. Your immediate support can prevent this.”
• No Desire: Tackle the lack of desire or motivation to get involved.
  • Example: “Imagine the impact you could have—knowing you helped a family stay warm through the coldest months.”
• No Trust: Overcome trust issues by building credibility and transparency.
  • Example: “We’ve been serving this community for over 20 years, with a 4-star charity rating. You can trust your donation will make a difference.”

The 5 Objections formula is particularly powerful for addressing and alleviating concerns, turning potential hesitations into motivations to act, making it an essential strategy for driving engagement and support in your nonprofit campaigns.

---

Section 2: Advanced and Specialised Formulas

Advanced and specialised copywriting formulas go beyond the basics, offering more nuanced approaches to communication. These formulas are tailored for specific scenarios or audiences, allowing nonprofits to craft messages that resonate on a deeper level or address particular challenges. 

Whether you’re dealing with an audience that’s unfamiliar with your cause, trying to engage those who are indifferent, or needing to move people from awareness to action, these formulas provide the tools to navigate complex communication landscapes effectively.

14. OATH (Oblivious, Apathetic, Thinking, Hurting)

The OATH formula is a strategic approach to audience segmentation that helps tailor your messaging based on the awareness and emotional state of your audience. By understanding where your audience stands, you can craft messages that meet them where they are and guide them towards taking action.

• Oblivious: Your audience is unaware of the problem or your nonprofit’s work. Here, your messaging needs to focus on education and raising awareness.
  • Example: “Did you know that over 3 million people in our country still don’t have access to clean drinking water? It’s a crisis we can no longer ignore.”
• Apathetic: Your audience is aware but doesn’t feel motivated to take action. To engage them, you need to connect emotionally and show them why this issue matters.
  • Example: “It’s easy to feel disconnected, but imagine if it were your family struggling without safe water. This isn’t just their problem—it’s a human issue.”
• Thinking: Your audience is considering taking action but hasn’t yet committed. Your messaging should provide compelling reasons and reduce any friction in the decision-making process.
  • Example: “You can be part of the solution. With just $20, you can provide clean water for an entire family for a month. Make a difference today.”
• Hurting: Your audience is personally affected by the issue and is looking for solutions. Your messaging should offer direct help, support, or ways to channel their emotions into positive action.
  • Example: “If you’ve been touched by the water crisis, you know the pain of watching loved ones suffer. Join our community of advocates and help bring clean water to those in need.”

The OATH formula is a powerful way to segment your audience and deliver tailored messages that resonate with where they are on their journey with your cause, ultimately moving them closer to taking meaningful action.

15. ADIC (Attention, Discovery, Interest, Conviction)

The ADIC formula is a comprehensive approach that not only grabs your audience’s attention but also guides them through a process of discovery and interest, ultimately leading to a strong conviction to act. This formula is particularly effective for educational campaigns or when introducing a new initiative.

• Attention: Start by capturing the audience’s attention with a compelling fact, question, or statement.
  • Example: “Did you know that every 10 seconds, a child dies from hunger-related causes?”
• Discovery: Lead your audience to discover more about the issue or your cause. This is where you present key information that educates and informs.
  • Example: “Despite the abundance of food globally, millions of children still go to bed hungry every night. The problem isn’t scarcity—it’s access.”
• Interest: Build interest by connecting the issue to something your audience cares about or by showing them how they can make a difference.
  • Example: “You can help change this. Our program provides meals to children in need, ensuring they get the nutrition necessary to grow and thrive.”
• Conviction: Finally, solidify their conviction by making a strong, persuasive case for why they should act now.
  • Example: “Your support today means one less child will go to bed hungry tonight. Together, we can end this crisis—one meal at a time.”

The ADIC formula effectively transitions your audience from awareness to a deep conviction, motivating them to support your cause with a sense of purpose and urgency.

16. AICPBSAWN (Attention, Interest, Credibility, Prove, Benefits, Scarcity, Action, Warn, Now)

The AICPBSAWN formula is a highly detailed and sequential approach to persuasion, guiding your audience through a step-by-step process that builds trust, emphasises urgency, and drives immediate action. This formula is ideal for high-stakes appeals, such as end-of-year fundraising campaigns or critical emergency response efforts.

• Attention: Begin by grabbing attention with a bold statement or compelling visual.
  • Example: “Time is running out to save lives.”
• Interest: Build interest by providing relevant details that draw the audience in.
  • Example: “This winter, thousands of families are at risk of freezing temperatures without adequate shelter.”
• Credibility: Establish your organisation’s credibility by highlighting your experience, impact, or endorsements.
  • Example: “For over 20 years, we’ve been the leading nonprofit in providing emergency winter aid to those in need.”
• Prove: Back up your claims with evidence, such as testimonials, statistics, or case studies.
  • Example: “Last year alone, we provided 10,000 families with warm clothing and blankets.”
• Benefits: Clearly outline the benefits of supporting your cause, both for the beneficiaries and for the donor.
  • Example: “Your donation ensures that these families can stay warm and safe throughout the harsh winter months.”
• Scarcity: Introduce an element of scarcity to create a sense of urgency.
  • Example: “But we can only help if we receive enough donations before the first snowstorm hits.”
• Action: Prompt immediate action by making it clear what your audience should do next.
  • Example: “Donate now to provide warmth and safety to a family in need.”
• Warn: Offer a gentle warning of what could happen if they don’t act.
  • Example: “Without your help, more families will face the cold unprotected.”
• Now: Reinforce the need to act immediately, making it clear that time is of the essence.
  • Example: “Winter is here. Act now—every moment counts.”

The AICPBSAWN formula covers every angle of persuasion, ensuring that your audience is fully informed, emotionally engaged, and motivated to act without delay.

17. PPPP (Picture, Promise, Prove, Push)

The PPPP formula is a streamlined yet powerful approach to creating persuasive copy. It focuses on painting a vivid picture, making a compelling promise, providing proof, and pushing for action. This formula is particularly effective for visual campaigns, landing pages, or donation appeals.

• Picture: Begin by painting a vivid picture that helps your audience visualise the situation or the change they can help create.
  • Example: “Imagine a world where every child has access to education and the opportunity to succeed.”
• Promise: Make a clear and inspiring promise that your nonprofit can deliver on.
  • Example: “We promise to provide quality education to every child in need, empowering them to break free from the cycle of poverty.”
• Prove: Back up your promise with proof—this could be in the form of testimonials, success stories, or impact data.
  • Example: “Last year, thanks to your support, we helped over 5,000 children gain access to education, with 90% improving their academic performance.”
• Push: Finally, push your audience to take action by making the next step clear and compelling.
  • Example: “Join us in making a difference. Donate today and help us reach even more children who deserve a chance to learn and thrive.”

The PPPP formula is effective because it quickly engages the audience, builds trust, and encourages immediate action, making it a valuable tool for any nonprofit communication strategy.

18. PERFECT (Picture, Empathy, Resolution, Facts, Emotion, Call to Action, Testimonial)

The PERFECT formula is a holistic approach that combines storytelling with factual evidence and emotional appeal, designed to guide your audience from understanding the problem to feeling compelled to act. This formula is particularly effective for donor appeals, campaigns, and content that aims to deeply engage and inspire your audience.

• Picture: Start by painting a vivid picture of the problem or scenario to capture your audience’s attention.
  • Example: “Imagine a child, shivering in the cold, unable to attend school because their family can’t afford warm clothing.”
• Empathy: Show empathy by acknowledging the emotions and challenges faced by those affected by the problem.
  • Example: “No child should have to choose between staying warm and getting an education. We understand how hard it is for these families.”
• Resolution: Offer a resolution by explaining how your nonprofit is addressing the issue and how the audience can help.
  • Example: “Through our winter clothing drive, we’re providing warm coats, hats, and gloves to children in need, ensuring they stay safe and warm.”
• Facts: Back up your resolution with factual evidence that supports your claims and builds credibility.
  • Example: “Last year, we distributed over 2,000 winter coats, helping children stay in school and thrive during the cold months.”
• Emotion: Tap into the emotional aspect by highlighting the human impact and the difference that support can make.
  • Example: “Your donation won’t just provide a coat—it will give a child the warmth they need to focus on their education and their future.”
• Call to Action: Encourage your audience to take immediate action by making the ask clear and compelling.
  • Example: “Donate today to keep a child warm this winter. Just $25 can provide a full winter outfit.”
• Testimonial: Strengthen your message with a testimonial that reinforces the impact of your work.
  • Example: “‘Thanks to the warm clothes we received, my daughter was able to stay in school and is now excelling in her studies.’ – Maria, a grateful parent.”

The PERFECT formula is a comprehensive approach that ensures your message is both emotionally resonant and factually convincing, leading your audience to take meaningful action.

19. The 1-2-3-4 Formula (What I Have, What It Will Do For You, Who Am I, What You Need to Do Next)

The 1-2-3-4 Formula is a clear and straightforward approach that quickly conveys your message’s value and purpose, establishing your credibility and prompting immediate action. It’s especially useful for pitches, landing pages, or any content where clarity and brevity are key.

• What I Have: Begin by stating what you have to offer. This could be a service, a solution, or a unique opportunity.
  • Example: “We have a new volunteer program that connects compassionate individuals with local children in need of mentorship.”
• What It Will Do For You: Explain how this offering benefits your audience or those they care about.
  • Example: “By volunteering, you’ll not only make a lasting impact on a child’s life but also gain valuable experience and personal fulfilment.”
• Who Am I: Establish your credibility by briefly introducing who you are and why you’re trustworthy.
  • Example: “We’re a nonprofit with over 15 years of experience in youth mentorship, recognized for our community impact and volunteer support.”
• What You Need to Do Next: End with a clear and actionable next step, making it easy for your audience to engage.
  • Example: “Sign up today to become a mentor and start making a difference in a child’s life.”

The 1-2-3-4 Formula is effective because it delivers essential information in a logical, easy-to-follow sequence, guiding your audience from awareness to action with minimal friction.

20. ACCA (Awareness, Comprehension, Conviction, Action)

The ACCA formula is a methodical approach to guiding your audience through the stages of understanding and believing in your cause, ultimately leading them to take action. This formula is ideal for educational content, advocacy campaigns, or any scenario where you need to build a strong case before asking for support.

• Awareness: Start by raising awareness of the issue or cause, making sure your audience understands what’s at stake.
  • Example: “Did you know that one in five children in our community goes to bed hungry every night?”
• Comprehension: Help your audience comprehend the depth of the issue by providing context, details, or explaining the problem further.
  • Example: “This hunger isn’t just about missing a meal—it affects their ability to learn, grow, and lead healthy lives.”
• Conviction: Build conviction by presenting compelling reasons, evidence, or emotional appeals that convince your audience of the need for action.
  • Example: “We believe that no child should face hunger, and we’re committed to providing nutritious meals to those in need. But we can’t do it alone.”
• Action: Finally, drive your audience to take action by clearly stating what they can do to help and making the process as easy as possible.
  • Example: “Join us in the fight against child hunger. Donate today and ensure no child goes to bed hungry in our community.”

The ACCA formula is powerful because it methodically builds understanding and emotional investment before asking for action, ensuring that your audience is fully engaged and ready to contribute.

21. The 6+1 Formula (Define the Problem, Agitate, Offer Solutions, Prove it Works, Sum Up Benefits, Call to Action + Give a Warning)

The 6+1 Formula is an advanced copywriting approach that systematically guides your audience from understanding a problem to feeling compelled to act, with an added emphasis on the potential consequences of inaction. This formula is particularly effective for comprehensive campaigns or appeals where you need to cover all bases and drive urgency.

• Define the Problem: Start by clearly defining the problem your nonprofit is addressing, ensuring your audience understands the issue at hand.
  • Example: “Every night, thousands of people in our city sleep without a roof over their heads, vulnerable to the cold and danger.”
• Agitate: Agitate the problem by highlighting the emotional and practical implications, making it more immediate and pressing.
  • Example: “Without shelter, these individuals face not just the discomfort of cold nights but also serious health risks and the constant threat of violence.”
• Offer Solutions: Present the solutions your nonprofit offers to address the problem, providing hope and a clear path forward.
  • Example: “Our emergency shelters provide a safe, warm place for people to sleep, along with access to food, medical care, and counselling services.”
• Prove it Works: Provide proof that your solutions are effective by using testimonials, case studies, or data.
  • Example: “Last winter, we sheltered over 1,500 individuals, helping many of them transition into permanent housing.”
• Sum Up Benefits: Summarise the benefits of supporting your cause, emphasising both the direct and broader impacts.
  • Example: “By supporting our shelter program, you’re not just giving someone a bed for the night—you’re giving them a chance to rebuild their life.”
• Call to Action: Prompt immediate action by telling your audience exactly what they need to do next.
  • Example: “Donate today to help us expand our shelter services before the next cold front hits.”
• Give a Warning: End with a gentle warning about what could happen if action isn’t taken, creating a sense of urgency.
  • Example: “Without your support, more people will be left out in the cold, facing the harsh winter without protection.”

The 6+1 Formula is thorough and impactful, ensuring that every aspect of your appeal is covered while also driving home the urgency of the situation, encouraging your audience to act now.

22. H&S (Hope and Solutions)

The H&S formula focuses on balancing hope and solutions to create a positive, action-oriented message. It’s especially effective for fundraising appeals, volunteer recruitment, or any communication where you want to inspire your audience by showing them that solutions are within reach.

• Hope: Begin by offering hope—an optimistic vision of what can be achieved with the audience’s help. This sets a positive tone and motivates action.
  • Example: “Imagine a future where every child in our community has access to quality education and the support they need to succeed.”
• Solutions: Follow up with concrete solutions your nonprofit is implementing to make that vision a reality, showing your audience how they can be part of the change.
  • Example: “Through our tutoring and mentorship programs, we’re giving at-risk children the tools they need to thrive in school and beyond. But we need your help to reach even more kids.”

The H&S formula is powerful because it taps into the positive emotions of your audience, encouraging them to be part of a hopeful solution rather than focusing solely on the problem.

23. Feel-Felt-Found (Empathy, Experience, Solution)

The Feel-Felt-Found formula is a classic approach used to address concerns or objections by showing empathy, sharing an experience, and offering a solution. It’s particularly effective in one-on-one conversations, donor meetings, or personalised communications where you need to connect deeply with your audience.

• Feel: Start by expressing empathy and acknowledging how your audience might feel about the issue or situation.
  • Example: “I understand that it’s overwhelming to think about how many children are going hungry every day—it’s something that deeply concerns all of us.”
• Felt: Share a story or experience that shows you or others have felt the same way, creating a connection with your audience.
  • Example: “I’ve felt that same sense of helplessness, wondering how one person can make a difference in such a large problem.”
• Found: Finally, reveal the solution you’ve found that can address the concern, offering hope and a clear path forward.
  • Example: “But what I’ve found is that by working together, we can create real change. Every donation, no matter how small, helps us provide meals to those who need them most.”

The Feel-Felt-Found formula is effective because it builds trust and rapport, showing your audience that you understand their feelings and that there is a proven way to address their concerns.

24. AIDCA (Attention, Interest, Desire, Conviction, Action)

The AIDCA formula is an enhanced version of the classic AIDA model, adding an extra step of conviction to solidify your audience’s resolve before prompting them to take action. This formula is highly effective for detailed appeals, pitches, or campaigns where you need to ensure your audience is fully persuaded before making the ask.

• Attention: Capture your audience’s attention with a compelling opening that grabs their focus.
  • Example: “Every 10 minutes, a child in our city goes to bed hungry.”
• Interest: Build interest by providing more information or details that keep the audience engaged.
  • Example: “These children aren’t just statistics—they’re our neighbours, our friends’ children, and they need our help.”
• Desire: Create a desire by showing the benefits or positive outcomes of taking action.
  • Example: “Imagine the difference we can make if we come together—every meal provided is a step toward ending child hunger in our community.”
• Conviction: Strengthen their conviction by providing evidence or testimonials that reinforce the importance and effectiveness of their potential actions.
  • Example: “With your support, we’ve already reduced hunger by 25% in the past year. Let’s build on that success.”
• Action: Finally, prompt your audience to take clear and immediate action.
  • Example: “Donate now to help us reach our goal of feeding 1,000 more children this month.”

The AIDCA formula is powerful because it not only builds interest and desire but also solidifies the audience’s belief in the importance of their action, making them more likely to respond positively to your call to action.

---

Section 3: Behavioural and Psychological Formulas

Behavioural and Psychological Formulas tap into the underlying emotions, motivations, and cognitive processes that drive human behaviour. These formulas are designed to engage your audience on a deeper, more instinctual level, using techniques that provoke curiosity, create urgency, or leverage the fear of missing out. 

By understanding and applying these psychological triggers, your nonprofit can craft messages that resonate more powerfully, compelling your audience to take the desired action.

25. The Curiosity Gap (Stimulate Curiosity, Delay Gratification, Provide Solution)

The Curiosity Gap formula is a powerful technique that leverages the natural human desire to know more. By creating a gap between what your audience knows and what they want to know, you can draw them in, hold their attention, and then provide the solution or answer they’re seeking. This formula is particularly effective for email subject lines, social media posts, or the opening of a blog post.

• Stimulate Curiosity: Start by presenting a piece of information or a question that piques your audience’s curiosity but doesn’t fully satisfy it. This creates an itch that they’ll want to scratch.
  • Example: “Why are these children smiling despite living in one of the poorest regions in the world?”
• Delay Gratification: Hold back the full answer or explanation, creating a sense of anticipation and encouraging your audience to keep reading or engage further.
  • Example: “You won’t believe the impact one small change has made in their lives…”
• Provide Solution: Finally, reveal the answer or solution, satisfying their curiosity and providing value. This should also tie into your call to action or the main message you want to convey.
  • Example: “Thanks to our new clean water initiative, these children now have access to safe drinking water—and it’s all because of supporters like you. Join us in expanding this program to even more communities.”

The Curiosity Gap formula is highly effective because it taps into a fundamental human drive—the need to know. By creating suspense and then delivering on that promise, you can keep your audience engaged and guide them toward taking action in support of your cause.

26. DIC (Disruption, Innovation, Connection)

The DIC formula leverages the power of disruption to capture attention, introduces innovative solutions to spark interest, and builds a connection with your audience to inspire action. This formula is ideal for campaigns that aim to challenge the status quo, introduce new ideas, or reposition your nonprofit in a crowded space.

• Disruption: Start by disrupting your audience’s expectations or challenging a common belief. This grabs attention and makes them stop and think.
  • Example: “What if I told you that giving a child a book could change the world more than a million-dollar donation?”
• Innovation: Introduce an innovative idea, approach, or solution that your nonprofit is offering. This showcases your organisation as a leader in new thinking and practical solutions.
  • Example: “Our ‘One Book, One Child’ initiative doesn’t just give books—it empowers children to change their own lives and communities through education.”
• Connection: Build a connection with your audience by aligning this innovative approach with their values, goals, or desires, making them feel personally invested in the cause.
  • Example: “Imagine being part of a movement where every book you donate helps unlock a child’s potential. Together, we can create a future where literacy leads to lasting change.”

The DIC formula is powerful for creating a memorable and impactful message that not only captures attention but also positions your nonprofit as an innovative and forward-thinking leader in your field.

27. String of Pearls (Sequential Statements Leading to a Strong Conclusion)

The String of Pearls formula uses a series of related statements or facts that build on each other, leading the reader to a strong, compelling conclusion. This approach is particularly effective in speeches, articles, or long-form copy where you need to build momentum and drive a powerful message home.

• Sequential Statements: Begin with a series of statements or facts that are individually impactful but become even more persuasive when combined. Each statement should naturally lead to the next, creating a logical and emotional buildup.
  • Example: “Each year, millions of children go without basic necessities. Every day, hundreds of volunteers work tirelessly to bridge this gap. Every hour, our programs provide life-saving resources to those who need them most.”
• Strong Conclusion: End with a conclusion that ties all these statements together, making the case for why your audience’s involvement is crucial.
  • Example: “But it’s not enough. We need your help to reach every child, every day. Together, we can ensure that no child is left behind.”

The String of Pearls formula is effective because it methodically leads your audience through a series of logical steps, culminating in a powerful and undeniable conclusion that compels them to take action.

28. Feel-Imagine-Do (Emotion, Visualisation, Action)

The Feel-Imagine-Do formula is a psychological approach that engages your audience’s emotions, helps them visualise a positive outcome, and then prompts them to take action. This formula is highly effective for storytelling, fundraising appeals, or any messaging that aims to inspire and motivate.

• Feel: Begin by tapping into your audience’s emotions, helping them connect with the cause on a personal and emotional level.
  • Example: “Feel the frustration of a child who walks miles every day just to find water—water that’s not even clean.”
• Imagine: Guide them to imagine a different, better scenario. This helps them see the potential impact of their support and makes the solution more tangible.
  • Example: “Now, imagine that same child turning on a tap and drinking clean, safe water without having to walk a single step.”
• Do: End by encouraging them to take action, making it clear how they can help make that imagined scenario a reality.
  • Example: “You can make this vision a reality. Donate today to help us bring clean water to every child in need.”

The Feel-Imagine-Do formula is effective because it engages the audience’s emotions, paints a vivid picture of the positive outcomes their actions can achieve, and then provides a clear and direct path for them to get involved.

29. PASO (Problem, Agitate, Solution, Overcome Objections)

The PASO formula builds on the classic Problem-Agitate-Solution structure by adding an extra step: overcoming objections. This formula is particularly effective when addressing an audience that may have concerns or reservations about getting involved. By addressing these objections head-on, you increase the likelihood of converting hesitant prospects into active supporters.

• Problem: Start by identifying a specific problem that your nonprofit addresses, making it clear and relatable for your audience.
  • Example: “Too many elderly people in our community are isolated and lonely, with no one to turn to for companionship.”
• Agitate: Intensify the problem by highlighting the emotional or practical consequences, making the issue feel more urgent and pressing.
  • Example: “This isolation not only leads to sadness and depression but also increases the risk of serious health problems.”
• Solution: Present your nonprofit’s solution as the answer to the problem, offering hope and a clear path forward.
  • Example: “Our volunteer program matches compassionate individuals with seniors in need, providing them with companionship and support.”
• Overcome Objections: Address any potential objections your audience might have, such as concerns about time, money, or the effectiveness of the solution.
  • Example: “Worried you don’t have enough time? Even just an hour a week can make a huge difference in someone’s life. Not sure how to start? We provide all the training and support you need to feel confident in your role.”

The PASO formula is powerful because it not only identifies and agitates a problem but also reassures your audience by addressing their concerns, making it easier for them to take the next step and get involved.

30. The Reason Why Formula (Provide Reasons for Every Argument)

The Reason Why Formula is a logical and persuasive approach that builds trust and credibility by providing clear, compelling reasons for every argument or request you make. This formula is especially effective for fundraising appeals, grant applications, and any messaging where you need to justify your requests or actions.

• Provide Reasons: For every claim, argument, or request, give a solid reason why it’s important or beneficial. This helps build credibility and persuades your audience through logic and evidence.
  • Example: “Why should you donate to our cause? Because every dollar you give goes directly to providing clean water to those in need. Our operational costs are covered by a dedicated group of major donors, so your contribution has an immediate impact.”
• Support with Evidence: Back up each reason with data, testimonials, or case studies to strengthen your argument and build trust.
  • Example: “In fact, last year, thanks to donations like yours, we were able to bring clean water to over 10,000 people in rural communities. And with your help, we can reach even more this year.”
• Address Potential Doubts: Anticipate and address any doubts or counterarguments your audience might have, providing further reasons to support your cause.
  • Example: “You might wonder, ‘How do I know my donation will make a difference?’ We track every project closely and provide regular updates to show exactly how your money is being used to change lives.”

The Reason Why Formula is effective because it provides a clear, logical pathway for your audience to follow, helping them understand not just what you’re asking them to do, but why it matters and how it will make a difference. This methodical approach helps to build trust and make your appeals more convincing.

---

Section 4: Emotion and Narrative-Based Formulas

Emotion and Narrative-Based Formulas focus on harnessing the power of storytelling and emotional connection to drive action. These formulas leverage the deep impact that stories and emotions have on human decision-making. By crafting narratives that resonate emotionally and align with your audience’s values, these formulas help create a compelling case for support. 

This approach is particularly effective in nonprofit communication, where the goal is often to inspire empathy, motivate involvement, and foster a deep, personal connection to the cause.

31. S-C-A-R (Story, Conflict, Action, Resolution)

The S-C-A-R formula is a classic storytelling structure that guides your audience through a narrative arc, from the initial story setup to the resolution, with a clear call to action embedded within. This formula is ideal for sharing success stories, case studies, or any narrative where you want to illustrate the impact of your nonprofit’s work.

• Story: Start by introducing the story of an individual, community, or situation that exemplifies the challenge your nonprofit addresses. This helps your audience connect on a personal level.
  • Example: “Meet Sarah, a single mother of two who, after losing her job, struggled to put food on the table for her children.”
• Conflict: Highlight the conflict or challenge that Sarah faced. This is where you introduce the tension that needs to be resolved, making the story more engaging and relatable.
  • Example: “With bills piling up and no source of income, Sarah found herself making the heartbreaking decision between paying rent or buying groceries.”
• Action: Describe the action your nonprofit took to help resolve this conflict. This showcases the tangible impact of your work and how you’re making a difference.
  • Example: “Thanks to the support from our community, we were able to provide Sarah with emergency food assistance, ensuring her children didn’t go hungry while she got back on her feet.”
• Resolution: Conclude the story by sharing the positive outcome, showing how the conflict was resolved thanks to the intervention of your nonprofit and the support of your donors.
  • Example: “Today, Sarah is back on her feet, employed, and her children are thriving. But she couldn’t have done it without the help she received when she needed it most.”

The S-C-A-R formula is powerful because it takes your audience on an emotional journey, making the impact of your nonprofit’s work feel personal and real. By the time they reach the resolution, they’re more likely to feel connected to the cause and motivated to take action, whether it’s through donating, volunteering, or spreading the word.

32. The Hero’s Journey (Ordinary World, Call to Adventure, Challenge, Transformation, Return)

The Hero’s Journey is a timeless narrative structure that follows a character’s journey from the familiar to the extraordinary, overcoming challenges and emerging transformed. This formula is particularly powerful for nonprofit storytelling, where you can position your beneficiaries, donors, or even your organisation as the “hero” who embarks on a journey to overcome adversity. By tapping into this universal story arc, you can create compelling narratives that deeply resonate with your audience.

• Ordinary World: Begin by introducing the hero in their ordinary, everyday world, setting the stage for the journey to come.
  • Example: “In a small village, Maria lived a simple life, raising her children and tending to her garden. But beneath the surface, her community faced a looming crisis—access to clean water was becoming increasingly scarce.”
• Call to Adventure: The hero is called to leave their ordinary world and embark on an adventure to address a significant challenge.
  • Example: “One day, Maria heard about a new initiative that promised to bring clean water to her village. She knew this was the opportunity her family and neighbours desperately needed.”
• Challenge: The hero encounters obstacles and challenges that test their resolve, highlighting the struggle and the stakes involved.
  • Example: “The journey wasn’t easy—Maria faced scepticism from her neighbours and had to navigate the complexities of organising her community. But she persisted, knowing the well-being of her children depended on it.”
• Transformation: Through perseverance and support, the hero overcomes the challenges, leading to a significant transformation.
  • Example: “With the help of your donations, Maria’s village now has a reliable source of clean water. Not only has this transformed their daily lives, but it has also empowered Maria to become a leader in her community.”
• Return: The hero returns to their ordinary world, now changed and empowered, with the results of their journey benefiting themselves and others.
  • Example: “Maria’s story doesn’t end here—she continues to advocate for her community, ensuring that everyone has access to the resources they need to thrive.”

The Hero’s Journey is a powerful storytelling tool because it mirrors the universal human experience of growth and overcoming adversity. By positioning your cause within this narrative structure, you can inspire your audience to see themselves as part of the journey, whether as the hero, a supporter, or a guide.

33. StoryBrand Framework (Character, Problem, Guide, Plan, Call to Action, Avoid Failure, Success)

The StoryBrand Framework is a strategic narrative structure that clarifies your message by positioning your audience as the hero of the story, with your nonprofit as the guide. This formula is highly effective for brand messaging, donor engagement, and campaign storytelling, as it simplifies complex ideas into a clear and compelling narrative.

• Character: Identify your audience as the main character or hero of the story, making them central to the narrative.
  • Example: “You’re someone who cares deeply about making a difference in the world.”
• Problem: Clearly define the problem that your audience, as the hero, is facing. This problem should resonate deeply with their values and concerns.
  • Example: “But you’ve seen firsthand how access to education is still a distant dream for many children in underprivileged communities.”
• Guide: Position your nonprofit as the guide who has the experience and knowledge to help the hero overcome the problem.
  • Example: “At [Nonprofit Name], we understand the challenges these children face, and we’ve been helping people like you make a real impact for over 20 years.”
• Plan: Present a clear plan that shows how your nonprofit can help the hero solve the problem. This plan should be simple and actionable.
  • Example: “Our ‘Books for Every Child’ initiative is designed to provide essential educational resources to those who need them most, and here’s how you can get involved.”
• Call to Action: Encourage the hero to take decisive action by clearly outlining the steps they need to take.
  • Example: “Join us today by donating or volunteering—every action counts toward giving these children a brighter future.”
• Avoid Failure: Highlight what’s at stake if the problem isn’t addressed, creating a sense of urgency.
  • Example: “If we don’t act now, another generation of children could be lost to illiteracy and poverty.”
• Success: Paint a picture of the successful outcome that can be achieved with their help, reinforcing the positive impact they can have.
  • Example: “Together, we can ensure that every child has the opportunity to learn, grow, and succeed—because of you, their future can be filled with endless possibilities.”

The StoryBrand Framework is powerful because it makes your audience the hero of the story, positioning your nonprofit as the essential guide that helps them achieve their goals. This approach not only clarifies your message but also strengthens the emotional connection between your cause and your supporters.

34. E-E-A-T (Empathy, Experience, Authoritativeness, Trustworthiness)

The E-E-A-T formula (this isn’t exactly the same as Google’s content best practice acronym – Experience-Expertise-Authority-Trust – and it’s a bit of a different context), focuses on building a deep connection with your audience by demonstrating empathy, showcasing experience, establishing authoritativeness, and reinforcing trustworthiness. 

This approach is particularly valuable for content that aims to establish your nonprofit’s credibility and foster strong, trust-based relationships with your audience.

• Empathy: Start by showing empathy for your audience’s concerns, challenges, or emotions, making it clear that you understand and care about their experiences.
  • Example: “We understand how overwhelming it can be to see so many children struggling without access to basic needs like food, education, and healthcare. We feel your concern and share your desire to make a difference.”
• Experience: Highlight your nonprofit’s experience in addressing the issue, demonstrating that you have the knowledge and expertise needed to make an impact.
  • Example: “With over 25 years of experience in fighting child poverty, we’ve developed effective programs that have already helped thousands of children achieve better lives.”
• Authoritativeness: Establish your nonprofit’s authority by referencing your successes, partnerships, or recognition within the field.
  • Example: “Our work has been recognized by leading organisations, and we partner with top experts to ensure our programs are both effective and sustainable.”
• Trustworthiness: Reinforce trust by being transparent about your operations, sharing testimonials, and demonstrating the tangible impact of your work.
  • Example: “Transparency is at the heart of what we do—90% of every dollar you donate goes directly to our programs. Don’t just take our word for it; hear from the families we’ve helped and see the difference you’ve made.”

The E-E-A-T formula is essential for building and maintaining credibility in your nonprofit’s communications. By focusing on empathy, experience, authoritativeness, and trustworthiness, you can create content that resonates deeply with your audience, instils confidence, and fosters long-term support.

---

Section 5: Formulas Focused on Call to Action

Formulas Focused on Call to Action are designed to drive your audience toward immediate, tangible actions. These formulas emphasise clarity, urgency, and relevance, ensuring that every piece of your message guides your audience smoothly and persuasively toward the desired outcome—whether that’s making a donation, signing up to volunteer, or sharing your cause with others. By focusing on what motivates people to act and eliminating any friction in the process, these formulas maximise the impact of your nonprofit’s communications.

35. N-E-P-A (Need, Engage, Propose, Act)

The N-E-P-A formula is a straightforward and effective approach that guides your audience from understanding a need to taking action. This formula is particularly useful for donation appeals, volunteer recruitment, or any scenario where you want to make a clear and compelling ask.

• Need: Start by clearly defining the need or problem that your nonprofit is addressing. This sets the stage for why action is necessary.
  • Example: “Thousands of families in our community are struggling to put food on the table every day.”
• Engage: Engage your audience by connecting the need to their values, emotions, or personal experiences. Make the problem relatable and urgent.
  • Example: “Imagine having to choose between paying rent and feeding your children—no one should have to make that choice.”
• Propose: Propose a specific action your audience can take to help solve the problem. This is where you outline exactly what you want them to do.
  • Example: “With just $25, you can provide a week’s worth of groceries to a family in need.”
• Act: Prompt immediate action by making the next steps clear, simple, and urgent.
  • Example: “Donate now to make sure no family in our community goes hungry this winter.”

The N-E-P-A formula is effective because it logically and emotionally leads your audience from recognizing the need to take action, ensuring that your call to action is both compelling and easy to follow.

36. REAN (Reach, Engage, Activate, Nurture)

The REAN formula is a comprehensive approach to guiding your audience through the entire engagement journey, from initial contact to long-term support. This formula is ideal for multi-step campaigns, where you need to build and sustain relationships with your audience over time.

• Reach: Begin by reaching out to your target audience through various channels, ensuring that your message gets in front of the right people.
  • Example: “We’ve launched our latest campaign across social media, email, and local events to ensure everyone knows about the growing homelessness crisis in our city.”
• Engage: Once you’ve reached your audience, engage them with content that resonates, whether through storytelling, compelling facts, or interactive elements.
  • Example: “Read Sarah’s story to see how one woman’s life was changed by the shelter and support she received—thanks to donors like you.”
• Activate: Activate your audience by encouraging them to take a specific, meaningful action. This could be making a donation, signing a petition, or joining an event.
  • Example: “Sign up to volunteer at our next community outreach event and help us provide meals and resources to those in need.”
• Nurture: After activating your audience, continue to nurture the relationship by keeping them informed and involved, ensuring they feel valued and connected to your cause.
  • Example: “Thank you for your support! Here’s how your contributions are making a difference, and how you can continue to help.”

The REAN formula is powerful because it covers the entire engagement spectrum, ensuring that your audience not only takes action but remains connected and committed to your cause over the long term.

37. The “So What?” Test (Ensure Every Statement Directly Relates to the Reader’s Needs)

The “So What?” Test is a practical tool to ensure that every statement in your communication is directly relevant to your audience. This formula helps eliminate unnecessary information and focuses your message on what truly matters to your reader, making your call to action more persuasive and effective.

• Ask “So What?”: For every statement or piece of information you include, ask yourself, “So what?”—why should the reader care about this? If it doesn’t directly address their needs or concerns, reconsider its inclusion.
  • Example: “We’ve been operating for 30 years. (So what?) Because of our experience, we know how to maximise every dollar to make the biggest impact possible.”
• Refine Your Message: Use the “So What?” test to refine your messaging, ensuring that every point you make clearly relates to your audience’s interests and motivations.
  • Example: “We’ve served over 10,000 meals this year. (So what?) Your donation ensures that no child in our community goes to bed hungry.”
• Directly Connect to the Call to Action: Make sure that your final call to action directly relates to the needs and benefits you’ve highlighted, making it clear why the reader should take action.
  • Example: “You can make a difference right now. (So what?) Because every dollar you give today will feed a child tomorrow.”

The “So What?” Test is essential for keeping your messaging focused and relevant, ensuring that every statement leads naturally to your call to action and makes it clear why your audience should care and get involved.

---

Section 6: Content Structuring Formulas

Content Structuring Formulas are techniques designed to organise your message in a way that maximises reader engagement and comprehension. These formulas help you present information logically and persuasively, guiding your audience through your content in a way that maintains their interest and leads them smoothly toward your desired outcome. 

Whether you’re writing a blog post, a fundraising appeal, or a report, how you structure your content can significantly impact its effectiveness. By using these formulas, you can ensure that your message is clear, compelling, and easy to follow.

38. The Bucket Brigade (Use Transitional Phrases to Keep Readers Engaged)

The Bucket Brigade formula involves using short, punchy transitional phrases that act as “hooks” to keep readers moving from one sentence or paragraph to the next. This technique is particularly effective in long-form content, where maintaining reader engagement is crucial.

• Use Transitional Phrases: Insert attention-grabbing phrases that encourage the reader to keep going, almost like handing them a bucket to pass along the line.
  • Example: “And that’s not all… But here’s the kicker… You might be wondering… Here’s the deal…”
• Maintain Flow: These phrases help maintain a smooth flow, guiding the reader through the content without losing their interest.
  • Example: “So, what happens next? Well, let me tell you… It’s even better than you think…”
• Link Ideas: The Bucket Brigade technique also helps in linking ideas together, ensuring that each point naturally leads into the next.
  • Example: “Now that you know this, let’s look at what it means for you… Ready? Let’s dive in…”

The Bucket Brigade formula is simple yet powerful, keeping your audience engaged from start to finish by making your content feel dynamic and conversational.

39. The Snowball Technique (Start Small, Gradually Build to a Powerful Conclusion)

The Snowball Technique involves starting with a small, simple idea or fact and gradually building on it, gaining momentum as you introduce more information, until you reach a powerful, impactful conclusion. This method is particularly effective for persuasive writing, speeches, or presentations.

• Start Small: Begin with a straightforward idea or fact that is easy for your audience to understand and accept.
  • Example: “Every dollar donated can provide a meal for a hungry child.”
• Build Gradually: Add more details, statistics, or arguments that build on the initial idea, increasing the complexity and impact as you go.
  • Example: “Imagine what $10 could do—10 meals for 10 children, giving them the nutrition they need to succeed in school.”
• Powerful Conclusion: Finish with a strong, compelling statement that brings everything together, making the full impact of your argument clear.
  • Example: “Now imagine if everyone in our community gave just $10—we could eliminate child hunger in our area, one meal at a time.”

The Snowball Technique is effective because it draws your audience in with something simple and relatable, then gradually builds momentum until they’re fully engaged and ready to act on your powerful conclusion.

40. Reverse Pyramid (Start with the Most Important Information and Drill Down)

The Reverse Pyramid structure is a journalistic approach that starts with the most important information at the top and then drills down into more detailed content. This method ensures that your audience gets the key message upfront, which is especially useful for press releases, reports, or any content where you need to communicate essential information quickly.

• Start with the Most Important Information: Lead with the most critical points, ensuring that your audience understands the key message immediately.
  • Example: “Our nonprofit just secured funding to provide 1,000 scholarships to underprivileged students this year.”
• Drill Down into Details: After delivering the key message, provide additional details, context, and background information to give a fuller picture.
  • Example: “These scholarships will cover tuition, books, and living expenses, ensuring that these students can focus on their studies without financial stress.”
• Finish with the Least Critical Information: End with any supplementary information or secondary points that are useful but not essential to the main message.
  • Example: “The scholarship program will also include mentorship opportunities and career guidance to help students succeed beyond the classroom.”

The Reverse Pyramid formula is effective for delivering critical information efficiently while still allowing space to provide detailed content for those who want to learn more. This structure ensures that even if your audience only reads the beginning, they still receive the most important message.

---

Section 7: Conversion-Oriented Formulas

Conversion-Oriented Formulas are specifically designed to guide your audience from initial interest to taking a desired action, such as making a donation, signing up to volunteer, or engaging with your cause in another meaningful way. These formulas focus on psychological triggers and persuasive techniques that move people through the decision-making process, ultimately leading them to a point where they are ready to convert. 

By structuring your message with these formulas, you can effectively address your audience’s concerns, build trust, and create a strong motivation to act.

Quick note in that technically most of the formulas could be classed as conversion-orientated formulas and a formula can comfortably fit into multiple sections within this post. The important thing to takeaway is you can use any of these formulas for all kinds of situations, adapting and applying them to suit your needs.

Side note: Also check out our list of 119 conversion optimisation best practices here.

41. AICD (Attention, Interest, Conviction, Desire)

The AICD formula is a sequential approach that starts by capturing the audience’s attention and gradually builds their interest, conviction, and desire to take action. This formula is ideal for persuasive writing, sales pitches, or any communication where you want to guide your audience through a logical progression toward a decision.

• Attention: Begin by grabbing your audience’s attention with a strong, engaging statement or question.
  • Example: “Imagine if every child had access to quality education—how different would our world be?”
• Interest: Build interest by providing relevant information, stories, or statistics that make the topic more engaging and relatable.
  • Example: “In many parts of the world, this is still a distant dream. But with your help, we can bring education to those who need it most.”
• Conviction: Strengthen your audience’s conviction by presenting compelling evidence, testimonials, or logical arguments that reinforce the importance of your cause.
  • Example: “We’ve already helped over 10,000 children stay in school through our scholarship programs, and the results speak for themselves—better grades, higher graduation rates, and brighter futures.”
• Desire: Finally, create a strong desire to take action by highlighting the benefits and impact of their involvement.
  • Example: “By supporting our cause, you’re not just donating—you’re changing lives, one child at a time. Imagine the difference you can make.”

The AICD formula is powerful because it methodically builds your audience’s interest and belief in your cause, making them much more likely to take action.

42. Yes-Set (Start with Statements the Reader Will Agree With, Then Make the Ask)

The Yes-Set formula is a psychological technique that involves leading your audience through a series of statements they are likely to agree with before making your ask. This method creates a positive, agreeable mindset, making them more likely to say “yes” to your final call to action.

• Start with Agreeable Statements: Begin with a few simple, undeniable truths or common values that your audience will naturally agree with.
  • Example: “Every child deserves the chance to learn. Education is a fundamental right that should be accessible to all.”
• Build Momentum: Continue with statements that reinforce this mindset, building a series of small “yeses” in their mind.
  • Example: “When children are educated, they are empowered to lift themselves out of poverty. Educated children grow into informed, capable adults who contribute to society.”
• Make the Ask: After establishing this positive agreement, make your ask, which will now seem like a natural next step.
  • Example: “That’s why we’re asking for your support today. Will you help us ensure that more children have access to the education they deserve?”

The Yes-Set formula is effective because it primes your audience to say “yes,” increasing the likelihood that they will agree to your final request.

43. SPIN Selling (Situation, Problem, Implication, Need-Payoff)

The SPIN Selling formula is a consultative approach originally developed for sales, but it is highly effective in nonprofit communication as well. It involves identifying the situation, exploring the problem, understanding the implications, and then presenting the need-payoff—how your solution will address the issue.

• Situation: Begin by understanding and outlining the current situation your audience or beneficiaries are facing.
  • Example: “In many rural communities, access to clean water is still a major challenge, with families often travelling miles to find water that isn’t even safe to drink.”
• Problem: Identify the specific problem or pain point that arises from this situation, making it clear and relatable.
  • Example: “This lack of clean water leads to widespread health issues, particularly for children who are more vulnerable to waterborne diseases.”
• Implication: Discuss the implications of the problem—what will happen if it continues unaddressed.
  • Example: “If these communities continue to rely on unsafe water sources, the cycle of illness and poverty will persist, hindering children’s growth and education.”
• Need-Payoff: Finally, present your solution and explain the payoff or benefits of addressing the need, showing how your nonprofit can resolve the problem.
  • Example: “By supporting our clean water initiative, you can help us install wells that provide safe, reliable water sources, improving health outcomes and giving these children the chance to thrive.”

The SPIN Selling formula is effective because it builds a logical case for action, helping your audience see the direct connection between the problem and the solution you’re offering.

44. B-A-M-F (Brevity, Authenticity, Memorability, Focus)

The B-A-M-F formula emphasises four key qualities—brevity, authenticity, memorability, and focus—that are essential for crafting powerful and persuasive messages. This formula is particularly useful for creating impactful content that cuts through the noise and resonates with your audience.

• Brevity: Keep your message short and to the point. In today’s fast-paced world, brevity is crucial for holding your audience’s attention.
  • Example: “Every child deserves clean water. Let’s make it happen.”
• Authenticity: Be genuine and honest in your communication. Authenticity builds trust and connection with your audience.
  • Example: “We know the challenges are tough, but with your help, we’ve made real progress, and we’re not giving up.”
• Memorability: Craft your message in a way that sticks with your audience, using strong visuals, emotional appeal, or a powerful tagline.
  • Example: “Clean water. Bright futures.”
• Focus: Stay focused on your core message, avoiding distractions or unnecessary details. Make sure every word serves a purpose.
  • Example: “Your donation directly funds clean water projects—nothing else.”

The B-A-M-F formula is effective because it distils your message down to its most powerful elements, making it more likely to resonate with your audience and inspire action.

---

Section 8: Persuasion and Influence Formulas

Persuasion and Influence Formulas are techniques designed to leverage psychological triggers that drive human behaviour. These formulas focus on tapping into your audience’s emotions, fears, and social instincts to encourage them to take action. 

By understanding and applying these principles, your nonprofit can craft messages that not only resonate but also compel your audience to engage, donate, or support your cause. These formulas are particularly effective in creating a sense of urgency, enhancing credibility, and motivating action through social influence.

45. FOMO (Fear of Missing Out)

The FOMO formula leverages the psychological phenomenon known as the Fear of Missing Out. This technique taps into your audience’s fear of being left behind or missing out on something valuable or exclusive. It’s particularly effective for time-sensitive campaigns, limited-edition offers, or events where participation is perceived as special or unique.

• Highlight What’s at Stake: Emphasise what your audience could miss out on if they don’t take action now.
  • Example: “Don’t miss your chance to be part of our exclusive donor circle—only a few spots left!”
• Create Urgency: Use language that reinforces the limited-time nature of the opportunity, making it clear that waiting means missing out.
  • Example: “This offer is only available for the next 48 hours—act now before it’s too late.”
• Emphasise Exclusivity: Highlight the unique benefits or experiences that only those who act quickly will receive.
  • Example: “Join today and get behind-the-scenes access to our projects, plus a special thank you gift just for our early supporters.”

The FOMO formula is powerful because it plays on the audience’s natural fear of being excluded or missing a valuable opportunity, driving them to take action quickly to avoid regret.

46. Scarcity Principle (Highlight Limited Availability or Time)

The Scarcity Principle is based on the idea that people place higher value on things that are scarce or in limited supply. By highlighting the limited availability of an opportunity, resource, or time, you can create a sense of urgency and encourage immediate action. This formula is effective for fundraising campaigns, event registrations, or any scenario where you want to prompt quick decision-making.

• Highlight Limited Availability: Clearly communicate that what you’re offering is scarce or limited, whether it’s a product, a donation match, or an opportunity to participate.
  • Example: “Only 100 tickets available for our annual gala—reserve yours before they’re gone!”
• Emphasise Time Constraints: If applicable, stress the limited time frame within which your audience can act.
  • Example: “Double your impact—our matching grant is only available until the end of the month.”
• Reinforce the Urgency: Use strong, urgent language to encourage immediate action.
  • Example: “Once these spots are filled, they’re gone for good. Don’t miss out—act now!”

The Scarcity Principle formula works because it triggers the fear of loss, which can be a stronger motivator than the prospect of gain, leading your audience to act quickly to secure the opportunity.

47. Social Proof (Showcase Testimonials, Reviews, Endorsements)

The Social Proof formula leverages the influence of others to persuade your audience. By showcasing testimonials, reviews, endorsements, or examples of others who have supported your cause, you create a sense of trust and credibility. People are more likely to take action when they see that others have done so successfully. This formula is effective for building trust, especially with new supporters or when launching a new initiative.

• Showcase Testimonials: Feature quotes or stories from satisfied donors, volunteers, or beneficiaries to demonstrate the impact of your work.
  • Example: “‘Supporting this cause has been one of the most rewarding experiences of my life.’ – Jane Doe, Longtime Donor”
• Highlight Reviews or Ratings: If applicable, display positive reviews or ratings from credible sources to build confidence in your nonprofit.
  • Example: “Rated 4.9 out of 5 by Charity Navigator—our commitment to transparency and impact is recognized across the board.”
• Use Endorsements: If you have endorsements from well-known figures or organisations, highlight these to further boost your credibility.
  • Example: “Endorsed by [Celebrity Name]—‘This nonprofit is making real change in the world, and I’m proud to support them.’”
• Showcase Community Participation: Highlight the number of people who have already taken action to create a sense of belonging and momentum.
  • Example: “Join over 5,000 supporters who have already contributed to our clean water initiative—together, we’re making a difference.”

The Social Proof formula is effective because it reassures your audience by showing that others trust and support your cause, making them more likely to follow suit and get involved.

---

Section 9: Specific Nonprofit Formulas

Specific Nonprofit Formulas are tailored strategies designed to meet the unique needs of nonprofit organisations. These formulas focus on clearly communicating your mission, vision, and values, as well as showcasing the impact of your work. They are crafted to help nonprofits connect deeply with their audience, articulate their core purpose, and inspire action. 

By using these formulas, nonprofits can effectively convey their identity, the importance of their work, and the tangible results they achieve, making it easier for supporters to understand, engage with, and contribute to their cause.

48. Mission-Vision-Values (Communicate Core Purpose and Principles)

The Mission-Vision-Values formula is a fundamental framework that helps nonprofits clearly communicate their core purpose, long-term goals, and guiding principles. This formula is essential for building a strong brand identity and ensuring that your audience understands what drives your organisation and why they should support it.

• Mission: Start by clearly stating your nonprofit’s mission—the core purpose of your organisation and what you are working to achieve.
  • Example: “Our mission is to provide every child with access to quality education, empowering them to break the cycle of poverty.”
• Vision: Next, articulate your vision—what you hope to achieve in the long term and the future impact of your work.
  • Example: “We envision a world where every child, regardless of background, has the opportunity to reach their full potential through education.”
• Values: Finally, outline the values that guide your organisation’s actions and decisions. These principles reflect what your nonprofit stands for and how you operate.
  • Example: “We are committed to equity, inclusivity, and integrity in all that we do, ensuring that every action we take is driven by the needs of the communities we serve.”

The Mission-Vision-Values formula is crucial for creating a consistent and compelling narrative that resonates with your audience, building trust and alignment with your cause.

49. Impact Formula (Problem, Solution, Your Role, Result)

The Impact Formula is designed to clearly and concisely communicate the direct impact of your nonprofit’s work. It starts by identifying a problem, presenting your solution, explaining the audience’s role, and highlighting the result. This formula is particularly effective for demonstrating the tangible outcomes of your work and showing supporters how they can make a difference.

• Problem: Begin by identifying the specific problem your nonprofit is addressing. This sets the stage for why your work is necessary.
  • Example: “In our community, hundreds of families are struggling to access nutritious food, leading to increased health issues and hunger.”
• Solution: Present the solution your nonprofit provides to address the problem, making it clear how your efforts are making a difference.
  • Example: “Our food distribution program delivers fresh, healthy meals to those in need, ensuring that no one goes hungry.”
• Your Role: Clearly explain the role that your audience can play in supporting this solution, making it easy for them to understand how they can contribute.
  • Example: “By donating just $10, you can provide a week’s worth of meals to a family in need, helping them stay healthy and nourished.”
• Result: Conclude by highlighting the positive results of their support, showing the direct impact of their contribution.
  • Example: “Thanks to your generosity, we’ve already provided over 10,000 meals this year, helping families in our community thrive.”

The Impact Formula is powerful because it clearly demonstrates the value of your work and how supporters can play a crucial role in achieving meaningful results.

50. HEART (Highlight, Empathise, Action, Results, Testify)

The HEART formula is a storytelling approach that connects emotionally with your audience by highlighting a key issue, empathising with those affected, prompting action, showcasing results, and sharing testimonials. This formula is particularly effective for creating emotionally resonant messages that inspire action and build trust.

• Highlight: Start by highlighting a key issue or challenge that your nonprofit is addressing, drawing attention to its significance.
  • Example: “Every night, countless children in our community go to bed hungry, unsure of where their next meal will come from.”
• Empathise: Show empathy by acknowledging the emotions and struggles faced by those affected by the issue. This helps your audience connect on a personal level.
  • Example: “We understand how heartbreaking it is for parents who want to provide for their children but simply can’t afford to.”
• Action: Encourage your audience to take specific action to help address the issue, making it clear how they can contribute.
  • Example: “With your support, we can deliver nutritious meals to these families, ensuring no child goes to bed hungry.”
• Results: Highlight the positive outcomes that result from taking action, showing the impact of their support.
  • Example: “Already, our meal program has fed over 5,000 children, helping them focus in school and grow up healthy.”
• Testify: Include a testimonial or story from someone who has benefited from your nonprofit’s work, adding credibility and a personal touch.
  • Example: “‘Thanks to the meals we received, my children are happier and healthier, and I no longer worry about how to feed them.’ – Maria, Program Recipient”

The HEART formula is effective because it combines emotional appeal with tangible results and personal stories, making your message both impactful and credible. This approach not only inspires action but also fosters a deep connection between your audience and your cause.

---

Section 10: Cultural and Demographic Consideration

Cultural and Demographic Consideration Formulas are less formulas and more strategies designed to tailor your messaging to specific cultural, demographic, or regional audiences. Recognising and respecting the diverse backgrounds, values, and needs of your audience is essential for creating content that resonates and engages effectively. 

By adapting your content to reflect these differences, you can ensure that your nonprofit’s message is relevant, respectful, and impactful across various groups. These formulas help you connect more deeply with your audience by speaking to their unique experiences and perspectives.

51. Localise (Adapt Content to Specific Cultural or Demographic Contexts)

The Localise formula involves adapting your content to fit the cultural, linguistic, or regional nuances of your target audience. This approach is crucial for ensuring that your message resonates with the specific group you are addressing, making it more relevant and effective.

• Understand the Audience: Start by researching and understanding the cultural or demographic context of your target audience. This includes their language, traditions, values, and challenges.
  • Example: “In this community, traditional family values play a central role in daily life, making family-focused messaging particularly impactful.”
• Adapt Language and Tone: Modify your language and tone to align with the cultural norms and preferences of the audience. This could involve using local dialects, culturally significant phrases, or addressing specific community concerns.
  • Example: “We’re committed to supporting local families by providing resources that align with our shared values of togetherness and mutual care.”
• Use Relevant Examples: Incorporate examples, stories, or references that are meaningful and familiar to the audience, making your message more relatable.
  • Example: “Just as we come together during community festivals, let’s unite to support our neighbours in need, ensuring everyone has a place at the table.”
• Respect Cultural Sensitivities: Be mindful of cultural sensitivities and avoid language or imagery that could be perceived as offensive or out of touch.
  • Example: “We honour and respect the unique traditions of each family, and our programs are designed to complement and support these values.”

The Localise formula ensures that your content speaks directly to the experiences and values of your audience, making it more likely to engage and inspire action.

52. Inclusive Copywriting (Ensure Content is Inclusive and Accessible to All Audiences)

The Inclusive Copywriting formula focuses on creating content that is accessible, respectful, and welcoming to all audiences, regardless of their background, abilities, or identity. This approach is essential for fostering inclusivity and ensuring that your nonprofit’s message is open and accessible to everyone.

• Use Inclusive Language: Start by using language that is inclusive and free of bias. Avoid assumptions about gender, race, ability, or background, and use terms that are respectful and affirming.
  • Example: “Our programs are designed to support every child, regardless of their background, identity, or abilities.”
• Ensure Accessibility: Make sure your content is accessible to people with disabilities. This includes using alt text for images, providing captions for videos, and ensuring that your content is readable by screen readers.
  • Example: “Our website is fully accessible, with options for text-to-speech, high-contrast modes, and keyboard navigation.”
• Representation Matters: Include diverse voices and perspectives in your content. This could involve featuring stories or testimonials from people of different backgrounds or highlighting the diverse makeup of your organisation.
  • Example: “Meet our team—a diverse group of passionate individuals committed to making a difference in every community we serve.”
• Avoid Stereotypes: Be careful not to perpetuate stereotypes or make assumptions about your audience. Focus on the individual experiences and strengths of the people you serve.
  • Example: “We celebrate the unique strengths and talents of every person in our community, recognising that diversity enriches us all.”

The Inclusive Copywriting formula is essential for creating content that resonates with a broad and diverse audience, ensuring that everyone feels seen, respected, and valued.

---

Section 11: Adaptability and Flexibility

Adaptability and Flexibility Formulas are again, less formulas and more strategies that allow your content to remain relevant, effective, and versatile across different formats, platforms, and timeframes. These formulas are crucial for maximising the value of your content by making it easy to adapt and repurpose for various uses. Whether you’re reformatting a blog post into a social media campaign or ensuring that your content stays relevant over time, these approaches help you maintain a strong and consistent message across all channels.

53. Repurposing Formula (Adapt Existing Content for Different Formats and Channels)

The Repurposing Formula involves taking existing content and adapting it for use in different formats or across various platforms. This approach allows you to maximise the value of your content by reaching different segments of your audience in ways that are most effective for each channel.

• Identify Core Content: Start by identifying key pieces of content that have performed well or contain valuable information. This could be a blog post, a case study, or a report.
  • Example: “Our recent report on child hunger in urban areas received a lot of attention—let’s see how we can share this message even further.”
• Adapt for Different Formats: Modify the content to fit different formats, such as turning a blog post into an infographic, a podcast episode, or a series of social media posts.
  • Example: “We’ll create an infographic highlighting the key statistics, and a podcast episode where our experts discuss the findings in more detail.”
• Customise for Each Platform: Tailor the content to suit the specific platform you’re using, taking into account the audience, format, and best practices for each channel.
  • Example: “For Instagram, we’ll use compelling visuals and short, impactful quotes from the report. For LinkedIn, we’ll share a more detailed summary with a link to download the full report.”
• Maintain Consistency: Ensure that the core message remains consistent across all formats and platforms, even as the content is adapted.
  • Example: “Whether it’s a social post, a podcast, or an infographic, the message is the same: we need to address child hunger now, and here’s how we can do it together.”

The Repurposing Formula is effective because it extends the reach and impact of your content, making it easier to engage with different audiences in ways that resonate with them.

54. Evergreen Content Formula (Create Content That Stays Relevant Over Time)

The Evergreen Content Formula focuses on creating content that remains relevant, valuable, and useful over an extended period. Unlike time-sensitive or trend-based content, evergreen content continues to attract and engage audiences long after it’s published, making it a valuable asset for your nonprofit’s communication strategy.

• Choose Timeless Topics: Start by selecting topics that are not tied to specific events, trends, or time periods. Focus on subjects that will remain relevant to your audience in the long term.
  • Example: “How to Start a Community Garden: A Step-by-Step Guide” is a topic that remains useful year after year, regardless of trends or seasons.”
• Focus on Core Principles: Create content that addresses fundamental issues or core principles that are central to your nonprofit’s mission. This ensures that the content stays aligned with your long-term goals.
  • Example: “The importance of literacy in breaking the cycle of poverty is a principle that will always be relevant to our mission.”
• Update and Refresh: Periodically review and update your evergreen content to ensure it remains accurate and aligned with any new developments or changes in your organisation.
  • Example: “We’ll revisit our guide on ‘How to Get Involved in Local Volunteering’ every six months to add new resources and ensure all information is up to date.”
• Promote Regularly: Because evergreen content remains valuable over time, continue to promote it regularly across your channels to attract new audiences and provide ongoing value.
  • Example: “We’ll share our ‘Guide to Sustainable Living’ at the start of each season, reminding our audience that small changes can make a big difference.”

The Evergreen Content Formula is effective because it provides lasting value, driving consistent engagement and supporting your nonprofit’s goals over the long term, regardless of changing trends or external factors.

---

Best Practices for Implementing Copywriting Formulas

To get the most out of these copywriting formulas, follow these best practices:

• Tailor the Formula to Your Voice: While formulas provide a structure, it’s important to infuse your nonprofit’s unique voice and tone into the content. Ensure that the language reflects your organisation’s values and mission.
• Test and Optimise: Don’t be afraid to experiment with different formulas to see which one resonates most with your audience. A/B testing can be particularly useful for emails, landing pages, and social media ads. Track performance metrics and adjust your approach based on what works best.
• Keep the Audience Front and Center: Always remember that your audience is at the heart of your messaging. Use empathy and understanding to connect with their needs, motivations, and concerns. The most effective formulas are those that align with your audience’s perspective.
• Maintain Clarity and Focus: Avoid overloading your content with too much information. Even when using complex formulas, keep your messaging clear, focused, and concise. Ensure that your call to action is specific and easy to follow.
• Stay Authentic: Authenticity builds trust. Be genuine in your storytelling and transparent in your requests. Audiences are more likely to respond positively to content that feels real and trustworthy.
• Review and Revise: Regularly review your content to ensure it’s still aligned with your goals and audience needs. Don’t hesitate to revise or update your messaging to keep it relevant and effective.

By applying these best practices, you can implement copywriting formulas effectively, creating compelling content that drives results for your nonprofit.

Conclusion

Copywriting is a powerful tool for nonprofits, and using the right formulas can significantly enhance the effectiveness of your communications. From the emotional resonance of narrative-based formulas to the urgency of persuasion techniques, each formula serves a specific purpose in guiding your audience toward meaningful action. 

Whether you’re looking to raise funds, recruit volunteers, or spread awareness, these formulas provide a structured approach to crafting compelling messages that resonate with your audience and drive engagement.

Now that you’re equipped with a comprehensive set of nonprofit copywriting formulas, it’s time to put them into practice. Start applying these techniques in your next campaign, newsletter, or social media post, and watch as your messaging becomes more impactful and effective. 

The right formula can transform your communication, making your nonprofit’s mission clearer, your calls to action stronger, and your results more significant. 

Don’t wait—begin experimenting with these formulas today and see the difference they can make for your organisation.

Need help? Reach out to us anytime at hello@reefdigital.com.au or call us on (02) 9412 1817 and we’ll be happy to help.

FAQs

Q: How do I know which formula is best for my nonprofit’s specific needs?
A: Start by identifying the goal of your communication (e.g., fundraising, awareness, recruitment) and the preferences of your audience. Match the formula to the objective and the medium you’re using. Bottom line though is that you won’t know until you put it out there, so test a couple of formulas to see which performs best.

Q: Can I combine different formulas in one piece of content?
A: Absolutely! Combining formulas can enhance the impact of your messaging. For example, you might use the AIDA formula for the overall structure of a fundraising email while incorporating Social Proof elements within the “Interest” and “Desire” sections to build credibility.

Q: What if a formula doesn’t seem to work for my audience?
A: Not every formula will be a perfect fit for every audience or situation. If a formula isn’t working as expected, consider tweaking it to better match your audience’s needs or try an alternative approach. Regular testing and optimisation will help you find the most effective strategies.

Q: How often should I update or revise my content using these formulas?
A: It’s a good idea to review your content periodically, especially if it’s evergreen. Update statistics, refresh stories, and ensure that your messaging remains aligned with your current goals and audience expectations. Regular updates keep your content relevant and engaging.

Q: Is it okay to use the same formula repeatedly?
A: While it might work for you to rely on a favourite formula, continuously testing is key to keeping your content fresh and engaging. Try rotating through different formulas to see how each one resonates with your audience. This also helps prevent your messaging from becoming too predictable.

By addressing these common questions, you can better navigate the use of copywriting formulas in your nonprofit’s communication strategy, ensuring that your content remains effective, engaging, and impactful.

The post 50+ Power-Packed Copywriting Formulas Tailored for Nonprofits appeared first on Reef Digital Agency.