Or do you find yourself stuck in the conventional model of philanthropy: asking wealthy institutions or individuals for ‘donations’ and ‘gifts’ in closed, one-way transactions with little interaction?

Today’s social entrepreneurs are not interested in handouts, and neither are their supporters. Both groups are looking to contribute to an evolving world of partnerships, social enterprises, and even crowdfunding. They recognize that they are all components of a healthy system that turns resources into community outcomes and impacts. They each contribute unique value that makes the organization much more than the sum of its parts.

You can join this “changing landscape” by making a few simple mindset shifts, reflected in the words you use. (Hint: You’ll find some of these keywords in italics below.)

I’m talking about a new way of thinking about and expressing our collective place in the world. That is, a new kind of positioning, outreach, marketing.

But before we get there, let’s clarify that “marketing” is not a nasty word or a sleazy necessary evil (read: snake oil salesmanship). Rather, it’s about entering into an exchange where everyone wins. When you express such an exchange in writing, I becomes all about sharing information and passion about your work with interested readers so that they, your clients, and your larger community can all benefit. Through this exchange, you will have become true partners in the endeavor.

Your job is to show that your organization is a trustworthy, inspirational partner. And you need to demonstrate how your reader’s investment (of money and/or time) will get real results that they can be proud of.

To do that, your copywriting must position your work as cutting-edge. It must start to engage new and varied audiences. And it must help your organization become a respected thought leader in your field.

I call it the ABCs of Copywriting for the Social Sector:

Read the rest of the article on pages 26-28…