There are several popular marketing frameworks that can be very useful for non-profits to create compelling content.  Let's take a look at the SCR framework.

The SCR Framework

The Situation-Complication-Resolution (SCR) framework is a storytelling and problem-solving structure that can be invaluable for non-profits in creating compelling marketing ad copy.

So what exactly is SCR? Let's break down an example of how a homeless shelter non-profit can use each component of the SCR framework for fundraising.

  1. Situation: This is the status quo or the context in which the story begins. For non-profits, this typically means setting the scene about a particular issue or cause they address. Example: "In our city, over 5,000 homeless individuals struggle to find shelter each night."
  2. Complication: This introduces the problem or the challenge. It's an event or series of events that disrupt the situation, making it necessary to address. For non-profits, this could be a statistic that shines a light on the severity of the issue, an event that has made the problem worse, or a personal story that highlights the problem. Example: "However, with the recent closure of multiple shelters and rising housing costs, the numbers are set to rise by 20% this year."
  3. Resolution: This is where the solution is presented, often tied to the action you want the audience to take. For non-profits, this could be the work they're doing to address the problem, the change they want to see, or a call-to-action. Example: "With your support, we can open two new shelters and provide resources to those in need. Donate today to make a difference."

Some tips when using SCR for your marketing copy:

  1. Highlight the Core Issue: Start by setting the scene, focusing on a singular problem. Don't drown the reader in details; just provide enough context for them to grasp the situation.
  2. Draw the Reader in with a Complication: Highlighting a complication makes the situation urgent. It emphasizes why the reader should care now. This is where you evoke emotion and empathy.
  3. Offer a Path Forward with the Resolution: Position your non-profit as a bridge from the complication to the resolution. Emphasize how their action (donating, volunteering, sharing) is a direct route to the solution.

You can read more about SCR here.

As you can see, the SCR framework is a valuable tool to help improve the effectiveness of your non-profit's marketing copy.

Using the SCR Framework as an AI Prompt

Now, let's think about getting a chatbot like ChatGPT or Claude AI to help us write the ad copy using this framework. Here's a template prompt you can use, which has some mad-libs style fields you'll want to fill in.

Use the 'Situation-Complication-Resolution' model, write the ad copy text for a non-profit marketing campaign that talks about a [situation], the [challenge], and the solution being to [resolution]. Make an appeal to [call to action] which is emotionally compelling with a sense of urgency for the reader to respond to the offered solution. Output the response with three versions: A single sentence version of the ad copy, a single paragraph version, and a multiple paragraph version. Do not use an outline or labels, present it as plain paragraph ad copy text.

Using the homeless shelter example from earlier, here's what the prompt might look like.

Use the 'Situation-Complication-Resolution' model, write the ad copy text for a non-profit marketing campaign that talks about a homeless individuals in our city, the recent closure of multiple shelters and rising housing costs, and the solution being to open two new shelters and provide resources to those in need. Make an appeal to donate which is emotionally compelling with a sense of urgency for the reader to respond to the offered solution. Output the response with three versions: A single sentence version of the ad copy, a single paragraph version, and a multiple paragraph version. Do not use an outline or labels, present it as plain paragraph ad copy text.

Using these types of prompts with AI can serve as an invaluable tool to create compelling ad copy.

Example Marketing Campaign in Three Scales Using the PASTOR Framework

Here is an example of marketing ad copy generated using ChatGPT using the above template.

Single Sentence Version

Amidst shelter closures and skyrocketing housing costs, your donation can open two new shelters, offering warmth and safety to our city's homeless.

Single Paragraph Version

Every night, countless homeless individuals in our city are left vulnerable due to recent shelter closures and rising housing costs. There's a beacon of hope: we're striving to open two new shelters and provide resources for those in dire need. Your donation can light their way, providing warmth, safety, and a new start. Act now, and together, we can ensure no one is left out in the cold.

Multiple Paragraph Version

In the heart of our bustling city, a silent crisis unfolds each night. Thousands of homeless individuals, with nowhere to turn, are left exposed to the elements, the recent wave of shelter closures compounding their plight. On top of this, soaring housing costs are pushing more residents to the brink, further swelling the ranks of those in need.

Yet, amidst this adversity, there's a glimmer of hope. We are on a mission to open two new sanctuaries, places where the distressed can find warmth, safety, and resources to rebuild their lives. But this mission isn't ours alone; it's a shared endeavor.

Your support can be the turning point. With every donation, we inch closer to a city where nights are safer and futures brighter. Let's come together, tackle this challenge, and be the beacon of hope for those who need it most. Your timely contribution can make all the difference.

As you can see, using the Situation-Complication-Resolution (SCR) framework and a generative AI chatbot can quickly produce compelling marketing ad copy. This is an invaluable tool for nonprofits looking to improve their donation messaging.