Learn the Power of Copywriting from 2,000 Nonprofit Emails

What we learned from 80 organizations using the copy optimizer tool

About NextAfter   

NextAfter is an online fundraising research lab and consultancy that works alongside nonprofits to develop research as to why their donors give and put those learnings into practice to help them reach more people, acquire more donors, and generate more dollars to fund their world-changing work. 

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We all know that copywriting is one of the essential elements of fundraising. But in practice, writing good copy is easier said than done. 

Unfortunately, there is not an all-encompassing secret formula for copywriting. However, through A/B testing and experimentation, we have discovered some fundamental principles about what works – and doesn’t work – to write more effective copy. 

We put some of those principles to the test by using a tool created by DonorVoice called the Copy Optimizer, which analyzes and scores: 

  1. Readability: How personal the email sounds 
  2. Storytelling: How much does the email read like a story 

We analyzed 2,000 emails from 80 organizations across 8 verticals and uncovered that all organizations have room to improve their copywriting skills. 

  • Organizations struggled with storytelling in their emails. The overall storytelling score was 28 out of 100. 
  • On the other hand, the average readability score was 50 out of 100, indicating that organizations perform better in making their writing sound personal and conversational. 

What you'll get in the free copywriting research study

In the report, you’ll discover everything we learned from these 80 organizations including:

  • Insights into how organizations performed using the Copy Optimizer
  • Practical tips to improve how personal and engaging your email sounds to your donors
  • Examples of how these tips have helped organizations through A/B testing

Get your free copy of We Don't Write So Good.

See how your organization's copywriting compares to 80 others, and discover new strategies to help write more effective copy and grow revenue by requesting the free report using the form below.

What fundraisers say about NextAfter research:

"What I like about your materials is that you really understand development and how it works and the importance of the relationship and getting the most out of every encounter."

- Margaret, Layne Consulting

"Honestly- no other organization nails the everyday issues/tips/experiences of the fundraising shop like NextAfter. I really, really appreciate the work that goes into your findings as it is SO helpful for us in the digital fundraising field. Keep up the great work!"

- Anna, Lakehead University

 other fundraisers have also downloaded and trust NextAfter research studies.


About Donor Voice

Donor Voice is the only global, behavioral science fundraising agency. As scientists, they unravel the why of human behavior. As fundraisers, they know science is only useful if applied. They make copy, design, and journeys better and have products and services infused with the science of why people give and do.