Writing copy for nonprofit websites
Nonprofit sites often feature stories that aim to raise awareness for special issues and concerns. When writing for nonprofits, approach sensitive issues with sensitivity and respect - never assume, and never talk down to people in your writing.
Visitors to a nonprofit site are not usually looking for entertainment (unless the site includes some entertainment features) - They are looking for information. The writing style on the site should reflect this.
Some stories and information might deal with some very sensitive matter. Here it would be appropriate to clearly explain the subject, evoking empathy if it suits the subject matter - but never moving into the melodramatic. Melodrama takes away from an individual's personal experience, or takes away from the experience of a group, culture or country. Melodrama detracts from the impact of a cause.
To evoke empathy, it is especially important to "Don't tell - Show"
In an article, you could 'tell' what life is like for a particular person, or group, and you could add lots of adjectives to describe a state of being poor, desperate or in despair. But it is often far better to 'show' with real experiences, day-to-day issues, or even case-studies.
Empathy is putting yourself in someone else's shoes, and trying to imagine what they might be going through. (even though you realise you can never fully know what life, or a certain event, is like for another human being.)
Visitors to a nonprofit site are not usually looking for entertainment (unless the site includes some entertainment features) - They are looking for information. The writing style on the site should reflect this.
Some stories and information might deal with some very sensitive matter. Here it would be appropriate to clearly explain the subject, evoking empathy if it suits the subject matter - but never moving into the melodramatic. Melodrama takes away from an individual's personal experience, or takes away from the experience of a group, culture or country. Melodrama detracts from the impact of a cause.
To evoke empathy, it is especially important to "Don't tell - Show"
In an article, you could 'tell' what life is like for a particular person, or group, and you could add lots of adjectives to describe a state of being poor, desperate or in despair. But it is often far better to 'show' with real experiences, day-to-day issues, or even case-studies.
Empathy is putting yourself in someone else's shoes, and trying to imagine what they might be going through. (even though you realise you can never fully know what life, or a certain event, is like for another human being.)
Sympathy is feeling sorry for someone - it is recognising the sad event/s of someone's life, and feeling that person's despair. Sympathy may also describe a common belief or understanding between two people, or two groups of people.
Empathy is thought of as being more useful in regards to action - because if you can imagine yourself in the other person's place, you are more likely to reach a deeper understanding of that person's situation, and then take action.
Sympathy is thought of as less useful in regards to action, as a person may be so overwhelmed by feelings of wanting to alleviate the other person's suffering, that the person is not as effective in taking action.
For example, in an article dealing with the subject of homelessness - aiming to evoke empathy in the writing might lead readers to a greater understanding of the issues involved - people might come away with a sense of purpose and direction.
By aiming to evoke sympathy in the same article, the result might be that a reader feels devastated by what they have read, and feels a sense of hopelessness.
Anni Taylor Copyright March 2008