This document provides guidance on writing effective online communications. It discusses 10 rules for online communication, including using short sentences and focusing on one main idea. It also explains how people read differently online versus offline, skimming content and having short attention spans. The document then focuses on writing for Facebook, emphasizing relevant content and regular posting. It discusses writing compelling email subjects and offers examples. Finally, it stresses the importance of copy and provides examples of well-designed websites. The overall message is that online communication requires concise, scannable writing tailored to each platform in order to engage readers.
1 of 66
Download to read offline
More Related Content
How is digital different? putting sizzle into your online copy
1. Speaker:
el
Jill Ruch
raising
Pra xis Fund
t?
ita l differen opy
How is dig ur onlin
to yo
ec
sizzle in
Putting
y
on sored b
rack sp
ication T
ommun 1
Mass C
18. Rule No.7
You only have 2-3 seconds
to get their attention …
so make sure your headline is
compelling
18
19. Rule No.7 A seriously good headline
We were gassed,
then poisoned,
then left to die.
Source: Indra Sinha for the Bhopal Medical Appeal http://www.sofii.org/node/18 ,
19
25. Section 2
How people read online
and
how it’s different to the offline world
25
26. Offline vs online
Offline sentence:
Yet in Iraq, 20 million landmines lie in waiting, some for an
innocent footstep, others for a child's inquisitive fingers reaching
out unaware of the danger lurking in the brightly coloured or
unusually shaped items.
Online version:
Danger lurked in the brightly coloured and unusually shaped
items.
Soraya reached out with inquisitive fingers, not for a moment
suspecting it would be the last thing she ever did.
Twenty million landmines wait in silence in the roads, pathways
and fields of Iraq, each one waiting for another innocent foot or
curious hand. 26
28. Good headlines have a big idea
1. Your readers haven't seen it before …
2. Immediately captures their attention …
3. Relates to their core emotions, beliefs, view
of the world…
4. Relates in a direct way to what you're trying
to get them to respond to
28
40. The key to writing great FB copy
1. YOUR AUDIENCE
Decide what kind of content is relevant to your
organisation's audience
1. TIMING
Decide how often you will post
1. PLANNING
Design a Facebook post calendar
40
42. Creating a Facebook content plan
30 posts
Schedule the best
If something topical arrives, substitute
Keep track
Rinse and repeat monthly
42
43. Effective Facebook ads
1. Picture
– Person, looking inwards, preferably towards you,
female or animal or child
1. Headline
2. Benefit related offer/call to action
3. Link
43
49. Some good email subject lines
An expression of your passion for birds
Will our closest relatives survive this?
Hours left: Carlos and Chetna
The loss of our visionary leader, Rebecca Tarbotton*
Why the Cheerleaders Shaved Their Heads
This water is like freedom
They Told Me I'd Never Run Again
What any mother would do
Performing surgery in a cave
When school is just a bench
*Rainforest Action Network
49
50. Some mediocre subject lines
Help us make this a life-saving Christmas
Victories
Two more days!
There is still time to make your 2012 donation!
2 days left to make a big difference
We're so close to our goal for animals!
http://www.frogloop.com/care2blog/2013/1/8/200-year-end-fundraising-email-subject-lines.html#ixzz2Mt6BlnEq
50
----- Meeting Notes (7/03/13 12:02) ----- Please put your hand up if you regard yourself as a complete beginner in online copywriting for fundraising? Please put your hand up if you've had some experience but would like to learn more Please put your hand up if you're pretty experienced but you are keen to get some extra tips and ideas? Who already creates a dedicated donation page for each campaign or appeal (Stand up)/sit How many people have a dedicated Facebook page for their organisation? Keep standing up if you also have Facebook landing pages for different issues and appeals Who uses email appeals or newsletters? Keep standing if you consistently gets a 20% open rate or more? Keep standing if you get a 30% open rate or more? Stand up if you consistently get more than 10% click through? Stand up if you don't know what you get
At school – praise for using long words Give that up Promulgate – share or spread Distribute – give out
 a lot of the principles covered in the rules above already seen heatmap of online/offline (re-show) skim + short sentences and paras – same as offline make you feel – same as offline  Probably use more sub-heads – people skim more online
Why is there an F pattern? Partly because of headlines – people’s attention is drawn to them – see the Google map Want to talk about headlines
 ----- Meeting Notes (8/03/13 08:08) ----- Who is responsible for your FB page?
----- Meeting Notes (8/03/13 08:08) ----- Look at what people are seeing
Options for calendar Excel Downlaod Posting programs
Michael Aagaard past 4 years – 250 A/B tests A/B tests – rigorous testing comparing results from specific and precise changes