Nonprofits don’t need freelance writers.
What they do need are newsletters, direct mail fundraising letters, Facebook pages, annual reports and other content for both print and online distribution.
But not even the content is the real need. The real need is donors, volunteers, advocates, and other supporters who can help them implement their mission.
So why would you market yourself to nonprofits as simply a freelance writer? When you do that, you fall into the trap of talking about features, when you should be talking about benefits.
The benefits of a good freelancer are newsletters that inspire supporters, annual reports that reassure donors, and Facebook pages that get people commenting and sharing about the cause.
When I first started out, I talked to potential clients about how I could provide freelance writing services. I got blank stares. When I started talking about how I could write their newsletters, special reports, and event speeches, I got paid.
Kerry Karvetski (one of the guest experts in our “Writing for Nonprofits” Coaching Program) doesn’t say on her website that she’s a freelance writer. She says
I write kick-butt e-mails and Web site copy, launch super solid e-mail campaigns and know my way around more than a few content management systems, e-mail services and social networks.
Now that’s what nonprofits need!
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I couldn’t agree more, Kivi! To work for nonprofits, one has to make it about the organization’s needs, not about one’s great talents. Time and again, we’ve seen that we’re most successful with our clients when we pitch and idea that helps promote their mission and then kindly offer to help them with the execution. Such as, “Hey. The press would love to hear about the little girl you just brought over from Tajikistan. We can help you write a press release and assist with national distribution.”
Thanks for the reminder!