Craft compelling stories that move, motivate and mobilise your audiences

Explore the structures, techniques and tips that will help you craft compelling stories to engage and inspire. You’ll leave this session with an understanding of how to use language that resonates with your audience, how to create a strong brand voice, how to craft compelling headlines and why it’s important to tailor your copy for different platforms. You’ll be able to use powerful language that connects with new and existing networks, and creates an impact for your organisation.

What you'll learn

  • Five tips to telling great stories that have impact and achieve your objectives

  • How to find your story’s purpose

  • How to frame your story to ensure you’re reaching the right people

  • How to use emotive language to bring your audience into the story

  • How to use the Three Act Structure to build your story

  • The do’s and don’ts with copywriting

  • The importance of human connection and how to weave this into your story to keep people engaged

  • Tips to start writing, when you’ve got writers block

  • How to evaluate the success of your story

Additional Resources & Articles

Copywriting 101: 6 Traits of Excellent Copy Readers Will Remember
It's easy to recognise good copywriting when you see it, but there are actually several characteristics that really separate outstanding writing from the rest of the pack. Want to know them?

The Charles Bukowski Guide to Effective Copywriting: 5 Tips
Copy is writing that compels. It connects with a specific audience, inciting emotions that drive action. It reads like a comfortable, personalised email but appeals to the masses. Download the free guide here for tips to become a better writer. 

35 Copywriting Tips & Tricks from the pros
To help you avoid burnout, beat writer’s block, and ultimately get more results, here are 35 sure-fire copywriting tips from some of the greatest copywriters and advertisers.

It’s how you show up: The power of authentic storytelling
Great storytelling requires that you walk the talk. A global gathering of non-profit leaders and storytellers in San Francisco recently not only showcased best-practice storytelling for social change, it also provided a powerful, real-time case study of rhetoric matched by action.

5 Ways to Sharpen Your Storytelling 
Storytelling is more critical than ever for non-profits and for-purpose enterprises. In a world of information overload, the stories that capture and showcase your organisation’s impact in a compelling way are the key to strengthening connections with your supporters.

The Power of Narrative: Philanthropy and Storytelling 
It’s not that we’re short on great stories—they’re everywhere. We hear, see and experience them every day in our work to catalyse positive social change. The story opportunities in philanthropy flow as bountifully as the chocolate river in Willy Wonka’s chocolate factory.

How to Create Compelling Content as an Amateur Writer: 7 Frameworks
A content framework is a basic system that guides you through the content creation process. These structures will help you write your article in a way that effectively presents your insights.



Collaboration Partner

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Nicole Richards -

Chief Storyteller, Philanthropy Australia

Nicole has helped share stories in the social sector for more than a decade, including most recently as Editor of Generosity Magazine. She has worked across the not-for-profit, private and public sectors, writing for and consulting to start-ups, NGOs, trusts and foundations, state and federal government departments and private corporations. As the Chief Storyteller at Philanthropy Australia, Nicole focusses on finding, writing and sharing the stories that inspire more and better philanthropy.

Course Handouts