Writers Hub

Core Values

Write for Relationship, Not Reach

Nonprofit marketing is relational, not transactional.

  • Speak to people, not “audiences”

  • Assume trust is fragile

  • Avoid hype, urgency manipulation, or guilt-based language

  • Invite participation rather than pressure compliance

Specificity Builds Trust

Vague language erodes credibility.

Avoid:

  • “Making a difference”

  • “Changing lives”

  • “Impacting communities”

Prefer:

  • Names

  • Numbers (used sparingly)

  • Real outcomes

  • Concrete momentsNonprofit marketing is relational, not transactional.

  • Speak to people, not “audiences”

  • Assume trust is fragile

  • Avoid hype, urgency manipulation, or guilt-based language

  • Invite participation rather than pressure compliance

Clarity Is an Act of Love

Confusion costs generosity.

  • One main idea per piece

  • One clear action

  • Short sentences > long paragraphs

  • Plain language over insider language

Story Before Strategy (But Never Without Strategy)

Stories humanize. Strategy directs.

Every piece should answer:

  • Who is this for?

  • What do we want them to feel?

  • What do we want them to do?

Examples

Bad Example:

We are committed to making a lasting impact by empowering communities and transforming lives through innovative programs and meaningful engagement.

Why it fails

  • Says nothing specific

  • Sounds like every nonprofit

  • No mental image

  • No proof

Good Example:

Last year, 42 families in our city found stable housing after months of living in their cars. That’s why we do this work.

Why it works

  • Concrete outcome

  • Human-centered

  • Clear reason for existence

  • Builds trust

Bad Website Header:

Transforming Lives Through Holistic Solutions

Why it fails

  • Could mean anything

  • No audience clarity

  • No next step

    Good Website Header

We help foster families stay together by providing free counseling, resources, and ongoing support.

Why it works

  • Clear who it’s for

  • Clear what they do

  • Clear value proposition

Bad Email Opening Example:

Dear Valued Supporter,
We hope this email finds you well as we continue our mission to serve those in need in our community.

Why it fails

  • Generic

  • No emotional hook

  • Sounds automated

Good Email Opening Example:

Yesterday, Maria stood in our lobby holding a grocery bag and crying. She didn’t know how she was going to feed her kids this week.

Why it works

  • Immediate story

  • Human moment

  • Creates attention without manipulation

Writing & AI

Specificity Is the #1 AI Detector

AI defaults to:

  • Vague outcomes

  • Broad statements

  • Abstract language

Writers Must Always Add:

  • Real names (when appropriate)

  • Real places

  • Real numbers

  • Real moments

  • Real timelines

AI-sounding:

We’re making a meaningful difference in our community.

Human-sounding:

Last Thursday, five volunteers stayed late to help one family move into their new apartment.

Insert at least one line per piece that feels undeniably human.

Examples:

  • A small, ordinary detail

  • A slightly awkward truth

  • A humble admission

  • A specific question

“She kept apologizing for taking our time, even though we were the ones grateful she showed up.”

That’s not AI.

Mandatory Editing Passes:

  • Cut 20–30% of the words

  • Replace abstract nouns with verbs

  • Shorten sentences

  • Remove filler phrases (“we are excited to share…”)

AI can help you write faster. It cannot replace thinking, discernment, or lived understanding of a client.

If the content could belong to any nonprofit, it will immediately feel AI-generated

Avoid “Perfect” Language

AI tends to:

  • Over-polish

  • Balance sentences too neatly

  • Avoid tension

  • Sound emotionally safe

Human writing:

  • Has rhythm changes

  • Allows short, imperfect sentences

  • Includes honest tension

  • Feels conversational

Fix:
Break up sentence patterns. Let some lines be blunt.

Write Like One Person, Not a Committee

AI often sounds like it’s trying to please everyone.

Writers should:

  • Choose a single voice

  • Speak directly to one reader

  • Avoid neutral, corporate tones

Tip:
Read it out loud. If you wouldn’t say it to someone across the table, rewrite it.

Before anything goes out, ask:

Could this have been written for another client with minor edits?

If yes, it needs more work.

Creating Great Leads/Hooks

Start With a Moment, Not a Mission

Nonprofits often open with what we do. Humans respond to what happened.

Weak Lead:

At [Organization Name], we believe every family deserves hope and stability.

Strong Lead:

When the eviction notice showed up, Jasmine had 72 hours to figure out where her kids would sleep.

Ask Better Questions (Not Generic Ones)

Most nonprofit questions are skippable.

Skippable

Did you know thousands of families struggle every year?

Stopping

What would you do if asking for help felt more frightening than going without it?

Good questions feel uncomfortable—but respectful.

Write Like You’re Interrupting Someone (Because You Are)

People are:

  • Skimming

  • Distracted

  • Busy

  • Emotionally tired

Hooks must be:

  • Short

  • Concrete

  • Slightly disruptive

Good hooks often feel incomplete.

“She almost didn’t open the door.”

Make people curious.

Use Plain Language, Not Elevated Language

Elevated language signals “marketing.”

Plain language signals “human.”

Swap This:

We are excited to share an impactful story with you…

For This:

I want to tell you about someone I met last week.

Use Specificity Early (AI Can’t Do This Well)

Specifics signal this is real.

Train writers to lead with:

  • A time (“Last Tuesday…”)

  • A number (“After 17 unanswered calls…”)

  • A place (“In the church parking lot…”)

  • A name (“Marcus was 14 when…”)

Bad:

So many families are facing hard situations right now.

Good:

On Monday night, one mom slept in her car with two kids because the shelter was full.

Cut the Warm-Up

Most bad hooks are just warm-up sentences.

Training Exercise

Tell writers:

Delete the first two sentences and re-read it.

Often the real hook is hiding underneath.