Course overview

This introductory course explains not just how to write fundraising copy, but why effective fundraising communication works. Whether you write fundraising communications yourself, review copy produced by others, or work alongside fundraising copywriters, this course will help you understand the principles behind persuasive, ethical donor communication and storytelling.

You'll learn the fundamentals of fundraising copywriting, explore what motivates donors to give, understand how to recognise effective copy, examine the ethical responsibilities of fundraising communicators, and discover how AI can support rather than replace good fundraising writing.

Participants will leave with practical skills they can immediately apply across appeals, emails and donor communications, together with a stronger understanding of the thinking behind successful fundraising copy.

What you'll learn

By the end of the course, participants will be able to:

• Understand how fundraising copy differs from general marketing and communications writing.
• Apply core principles of effective fundraising copywriting.
• Understand the basics of donor psychology, including the role of donor love, identity and wellbeing.
• Understand how to use emotion in ethical storytelling.
• Practice basic copy skills to write stronger appeals, emails and stewardship communications.
• Identify the characteristics of effective fundraising copy.
• Give constructive creative feedback that strengthens rather than weakens fundraising communications.
• Apply ethical principles to fundraising storytelling.
• Use AI appropriately throughout the writing process.

Who is this course for?

This course is designed for:

• Beginning fundraising copywriters who want to understand not just how but why.
• Communications and marketing professionals moving into fundraising who need to shift from a consumer to donor mindset.
• Fundraising coordinators and executives who are not copywriters but write donor communications as part of their job.
• Fundraisers who commission, review or approve copy for donors.
• Communications staff who work alongside fundraising teams.
• Anyone wanting a solid grounding in fundraising copywriting principles.

This course is not intended for:

• Experienced fundraising copywriters.
• Advanced direct response copywriters.
• Senior fundraising creatives seeking advanced copy techniques.

Delivery

2 × 4 hour sessions via Zoom.

Meet the facilitator

Read June Steward's bio.

Guidelines for enrolment

Note: The FIA website provides access to both the Member Portal and the Learning Hub. These have separate logins, so your username and password may be different for each.

New Staff Member

Please ask your organisation's nominated contact to add you to the Member Portal or email members@fia.org.au. Your details will sync within two hours.

To access the Learning Hub

Once you've been added to the Member Portal, click Reset Password / New Staff Login to activate your Learning Hub access.

If you require assistance, please email training@fia.org.au.

CFRE

Full participation in Copywriting Essentials is applicable for up to 7 continuing education points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

FIA Code

This course relates to the following aspects of the FIA Code of Conduct:

FIA Code 4.0 Conduct towards donors by informing professional marketers and communicators in the NFP sector about their obligations when writing with the intention to achieve a particular outcome. FIA Code 5.0 Conduct towards Beneficiaries by considering what is acceptable, ethical, and effective copywriting.