Good microcopy: the marketing afterthought that creates a massive impact for NFPs.

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by Lindsey Francy May 22, 2023 News
Good microcopy: the marketing afterthought that creates a massive impact for NFPs.

Not-for-profits have large marketing teams.

If you work in design and content production, your interests are likely to be different.

  • Writing and producing fresh website content, like campaign pages, news articles, media releases, event wrap-ups, and more.
  • Conceptualising advocacy campaigns to elicit support on key issues.
  • Developing eDMs, social media material, and other outbound content to connect with your supporters.

In order to make things more complicated, you may be creating all of these content types in a single day.

It's understandable that a small consideration like writing microcopy can fall by the wayside.

This minuscule consideration can have a big impact on your marketing goals.

You want to know how significant it is. A change in wording from "Request a quote" to "Request pricing" resulted in an increase in clicks.

The research shows that well- structured website copy can help people achieve their goals.

The evidence shows that a small amount of craft goes a long way.

What do we mean by ‘microcopy’?

Micro copy is the small text snippets that guide us through websites, apps, and other digital experiences. The goal is to help people navigate through a digital product or service as smoothly as possible.

Microcopy serves a functional purpose and should be added to that definition.

Microcopy is all about getting people to do something.

Microcopy is a form of scientific research.

  • Call-to-action (CTA) buttons throughout a website, eDM, or social media campaign.
  • Donation handles in online donation forms (for those unfamiliar, the suggested dollar amounts you can contribute when selecting how much you’d like to give).
  • Error or success messages in forms: for example, a newsletter signup form.
  • Loading messages that tell you something is happening in the system.
  • 404-pages.

There are specific techniques non-profit organizations can use to increase the likelihood someone will complete a desired action; whether it is to donate, sign-up to a mailing list, volunteer, or anything else.

Use action-oriented words.

What's the reason? It is called a 'call-to-action' because of that. You're trying to get someone to do something.

Most people who visit your site will feel a personal connection to your cause. That's the reason they're reading it.

You will either, if you use passionate action oriented language.

  • Mirror their own existing energy and enthusiasm, or
  • Nudge them from consideration towards full support.

Always start your CTA with a word. It's clear what action the person is going to take when they click the button.

Pre-text should be in close proximity to the CTA. Sea Shepherd has an example like this one.

Screenshot from the Sea Shepard 'no fishing' campaign website demonstrating the use of microcopy to explain their purpose.

Sea Shepherd’s ‘no fishing’ campaign website features some compelling microcopy.

The pre-text makes it clear that the reader is the one who creates change. Clicking the button will make you the hero of the story.

Nothing will be done if nothing is done. The implication is that those who don't take action are comfortable doing nothing and complicit in a future where there's nothing left.

Will you not do anything? Will you press the button?

This will lead to the next technique.

Tell a small, emotive story with your microcopy.

What's the reason? Your mission is important. It's how supporters connect with your organization.

You should use your story to reiterate your mission on your website. Your supporters will be reassured by the fact that they are important in facilitating important impact.

It doesn't have to be too much.

Many Guide Dogs donors are motivated to support dogs and puppies in training so the dollar handles in their donation form reiterate how different contributions provide value for the dogs in different ways.

The animated icons are a nice touch that helps with story telling, eliciting an emotional response, and driving conversions as well.

Animated dollar handles in one of Guide Dogs’ donation forms.

Jai Dog Rescue has a donation button on their website that can be found on the right-hand side of their home page. 100% of your donation is spent on what matters most: transforming lives of dogs in need.

Screenshot from the 'Jai Dog Rescue' website showing the 'donate' button that tracks down the right-hand side of their homepage.

Jai Dog Rescue uses microcopy to reiterate its mission for prospective donors.

There are compelling stories in the donation form of the Royal Women's Hospital. A deeper emotional connection to different causes that may appeal to donors can be created by these stories.

Screenshot from 'The Royal Women's Hospital' website showing how microcopy is used to reiterate the value of your potential donation.

Microcopy in the Royal Women’s Hospital’s donation form.

There is a slight variation on this theme. There is support material to describe the types of research a donation will fund. There is a narrative component associated with the function of donating which connects back to why action is important.

Screenshot from 'The National Breast Cancer Foundation' website highlighting the impact associated with donations.

The National Breast Cancer Foundation highlighting the impact associated with donations.

Some people may find imagery in the link distressing. This is a call to action that encourages people to sign a petition to end live export.

Screenshot of the sign up form on the Animals Australia website articulating the ultimate emotional proposition that underpins the action behind the form: ‘Save animals from cruelty’.

Animals Australia uses microcopy to express the core emotional message of the call-to-action.

The ultimate emotional proposition that underpins the action behind the form is called 'Save animals from cruelty'.

The approach connects more with the supporter's motivation, is more meaningful to them, and is more likely to drive the action.

This example can be found on a 404 page from Jesuit Social Services. A 404-page is used to indicate there is no corresponding page on the website you are on. You've hit a dead end and the page you're looking for isn't there.

Screenshot from the Jesuits Social Services website showing how its 404-page is used to tell a story about the brand.

Jesuits Social Services uses its 404-page to tell a story.

Jesuit Social Services uses the messaging on its web page to reiterate its mission. Through the power of a nicely crafted micro-story, this approach turns a potentially negative experience into a surprise moment of delight.

Be hyper-specific.

What's the reason? This is related to accessibility. Specificity of labeling is an important factor for accessibility.

You can give more context for people with different abilities if you label buttons and call-to-actions with some clue as to the function of that button.

This is important; in a hyper-competitive fundraising landscape, your website needs to connect with and support as many people as possible.

It adds to the feeling of trust and transparency. There are opportunities to allude to the narrative of your mission if you use more descriptive buttons.

Another example from Guide Dogs can be found below. Rather than relying on a single general catch-all like'see our services', each of these buttons speaks to a very specific goal or impulse that matches the motivation of the visitor It is still possible for people to see a full list of everything.

Screenshot from the 'Guide Dogs' website showing descriptive text on buttons.

Guide Dogs’ CTAs for services speak to different impulses and goals.

The Critical Danger website raises funds and awareness for charities that support critically threatened animals.

Although the CTAs here are small, they find ways to command attention.

The CTAs are very specific and can be found nestled among gorgeous photography and some nicely crafted animation. There are elements of education and curiosity as well. There is a list called the IUCN. There are animals on the list. The list offers more information. There are multiple incentives for you to click on the CTA. The same value is not provided by 'Read more'.

Make it consistent and clear across multiple touchpoints.

What's the reason? In order to get a conversion, there might be more than one step.

Social media ads, paid search, and eDM campaigns link through to a conversion focused landing page.

If you make it easy, consistent, and clear at every point of the journey, you will have a better chance of success.

You run the risk of drop-offs at each point in the process if you don't have clear signals.

As you transition from the eDM to the landing page, it is clear that you will provide support for the 'Be their Hero' campaign. You know you are in the right place when you click on the email CTA.

Screenshot from an Animals Australia email showing the use of microcopy on a CTA button.

The click-through CTA in the email invites readers to ‘Keep ‘Be their Hero’ on TV’…

Screenshot from the Animals Australia website showing the reinforcement of a microcopy across the brand.

Before the landing page clearly encourages people to join and support the cause: ‘Yes! I want to help keep this TV ad on air’.

How do you know if it’s good microcopy? Test it.

Writing in accordance with these principles will help you. It is the best way to determine whether it is good or not.

Microcopy should encourage a conversion. A/B testing can be used to hone the effectiveness of microcopy in various instances.

Two donation CTAs for Guide Dogs could be written in an A/B test.

  1. Give now and support Guide Dogs in training
  2. Play a crucial role in supporting puppies

The higher the conversion rate, the more traffic we can send to one CTA. It is possible that visitors will give to the first and second CTAs.

To ensure the most impact, you should constantly test andOptimise your microcopy.

Does your microcopy miss the mark?

You could be leaving value on the table if you don't think about microcopy. Is the good news? Good microcopy is never too old. There are a number of things you can do to increase conversions.

  • Encourage action.
  • Tell a story.
  • Be hyper-specific.
  • Make it consistent.
  • Test and validate.

There's more beyond that as well.

The focus of this article is to get the small, simple things right and you will start to get value.