Getting Started: a Copywriter’s Checklist

by Deborah Block and Paul Karps

Whenever we're given an assignment to write a direct mail fundraising package, we like to assemble a great deal of information-before we type a single word. Too much information is far better than too little. In fact, regardless of the background material we're given, we invariably do our own research to dig up additional facts and perspective.

So whether you're about to work with an outside writer, or ask someone on your staff to write a direct mail package for you-or even if you're getting ready to pound out that next appeal yourself-here's a checklist we think will make the whole process a little easier.

Keep in mind that you may not be able to obtain every item listed below. But typically, the more of the following you can get your hands on, the better. If you wish, you may copy this page and use it as a checklist, ticking off each item as you receive it:

- Speeches, articles, and commentaries by the letter-signer on matters pertaining to this appeal.

- An actual conversation between you and the signer to gain authenticity in the language you use. (This almost never occurs in our experience-but no harm in trying!) You should also talk with key program people-and make sure you and the person to whom you're responsible are in synch!

- A memo from the letter-signer, your boss, or your contact reiterating the points you need to cover in your copy-even if you've had a one-on-one conversation. That way, you have in writing exactly what's expected of you.

- Background information about the signer. Including a personal reference gives a poignant, genuine touch to your copy.

- Current and previous newsletters from the organization, annual reports, informational brochures, and other publications. Learning as much as you can about the group, its history, and its work can give you greatly needed confidence when you begin writing.

- Relevant grant proposals. Be sure, of course, to translate any bureaucratic "grant-speak" into friendly, simple-to-understand copy.

- Previous direct mail appeals-both special appeals and donor acquisition letters. Plus, you'll also want to find out how each package did. That way you can gleam wisdom about how particular writing styles and concepts work for the organization-and which catchphrases and topics to steer clear of.

- News clippings about the nonprofit or the particular concern or project you're writing about. Oftentimes, newspapers and magazines can give you a clearer understanding of the issue and a helpful, objective point of view.

• Focus group reports. You'll gain knowledge into what donors and nondonors like about the group-and what turns them off. Some focus groups even evaluate specific direct mail appeals.

By the way, you needn't rely exclusively on your contacts with the signer and within the organization. The World Wide Web is a treasure house of information. It's indispensable for independent research and should be part of any writer's bag of tricks.


Copywriters Deborah Block and Paul Karps are partners in BK Kreative, 1010 Varsity Court, Mountain View CA 94040, phone (415) 962-9562, fax (415) 962-1499, e-mail bkkreative@aol.com.

More articles on Copywriting
• 8 steps to writing successful fundraising letters
• 10 tips for effective letters
• 11 cardinal rules of copywriting (and how to break them)
• How to find an effective writer for your Direct Mail