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Features Column 2 Putting Mind to Task and Pen to Paper

Question: How does writing for social sector organizations compare with other types of writing?

Answer: In school, you learned to write for your teachers or professors. You eventually learned what they were looking for and you catered to their tastes. You may have even learned to "pad" your writing to make sure your papers reached the minimum page requirements. And you may have used certain words to impress your instructors.

When you write for personal reasons, it's fine to make a lot of assumptions about your readers because they're very much like you. Writing a letter to your best friend and documenting your family history are good examples. Sometimes your reader is...well...you and you alone. Writing in a personal journal can be great for the soul and it's for your eyes only.

But when you write on behalf of a social sector organization you need to have entirely different readers in mind. You might be targeting clients, donors, volunteers, colleagues, the press, or other stakeholders. You know they are busy and want brief, easy-to-read, inspiring pieces. They also have diverse interests and you have to always be concerned about their priorities.

In addition, you want to cultivate relationships with your readers over the short- and long-term. You want to encourage them to see your work as credible, successful, and vital—and a solid investment of their time and/or money.

However, don't throw the baby out with the bathwater! Lessons you learned from other types of writing will come in very handy. You can take a cue from the business world with its focus on customer benefits ("what's in it for me?"). The world of creative writing can give you some tips about how to bring your words to life and paint pictures in your readers' minds. And journalistic writing can teach you a lot about covering the main elements of your organization's "news." Of course, academic and personal writing also bring important strengths to the mix.

Question: I'm eager to get started writing, but I'm stuck and fresh out of ideas. Help!

Answer: I like to think of writing as simply a tool to help you think more clearly about your work—and what it all means. While every piece of writing is different, I suggest trying this easy method that I've dubbed the "2P2R Pre-Writing System." I designed it especially to help you jumpstart your writing project. You may have learned in school to use a formal outlining process—no problem! I suggest that you also may find it helpful to frame your piece in terms of these four key points:

Note: Folks often skip this early planning stage and later regret the oversight. Don't let that happen to you!

STEP 1:
Determine your specific writing PURPOSE(S).

Your PURPOSES go beyond your overall goals, and are specific things you want your document to accomplish. Examples might be:

• Educate, inspire, and activate your readers;
• Build trust in your organization;
  
• Demonstrate that you share goals, values, and concerns with your readers;
  
• Make it easy and convenient for readers to support your work.
  

Decide if your piece is to be a summary, a backgrounder, a detailed fact sheet, etc.

STEP 2:
Identify your PRIORITIES.

Now that you know why you're writing, it's time to brainstorm about the most important information you want to convey. Start outlining what you want your reader to take away after reading your piece. This might be a set of facts, a certain emotion, and/or a need to act. Recall the PURPOSES you pinpointed in Step 1.

Your piece should show that you understand your community's needs, and that you have what it takes to get great results. Keep in mind this list of FIRST priority items:

Facts and Figures of the problem facing your community

Importance of your work in addressing that problem

Results your readers can expect

Solution you are proposing (i.e., your program)

Track record or Testimonials from past successes

STEP 3:
Focus on your READERS.

Writing with your readers in mind is like engaging in an intimate conversation. Try asking yourself the following questions:

• Who are you communicating with? You probably have several different audiences in mind.
  
• What do they want and need to see in your piece?
  
• Why should they care about your work? That is, can you relate your work to their real-life experiences?
  
• What do they already know about your work, and how can you build on that?
  
• Are there any important cultural differences between you (the writer) and your readers? If so, how can you navigate these differences?

STEP 4:
REFINE your messages.

With your PURPOSES in mind, match your PRIORITIES with your READERS' interests. Think about what sequence would make the most sense. Of course, it takes time and practice to REFINE your messages—so don't give up! In fact, your first draft should NOT be perfect. (Even though I've been a published writer since childhood, most of my pieces still go through at least three drafts.) It's often a good idea to get feedback from a professional who can provide an outside perspective.

If you address each of these four crucial issues, you will find that your writing will become clearer, more compelling, and more effective. Soon you'll begin to see your words help fuel your nonprofit's take-off.

Until next time, Happy Writing!

P.S.: Please let me know about your successes and challenges in using my writing tips, and I'll feature them in future columns.

If you have a question for Dalya, please send an email to writedalya@idealist.org with the subject "Dalya Question." Please note: Due to the amount of correspondence Dalya receives, she may not be able to reply to your question.