Words That Move People to Action: A Q&A with Senior copywriter Natalea Iskra

From inspiring generosity to creating meaningful connections between causes and communities, fundraising copywriting is both an art and a responsibility. In this interview, Natalea Iskra shares what drew her to the for-purpose sector, the power of storytelling in driving change, and how thoughtful communication can inspire people to act with empathy and purpose.

What drew you to copywriting in the for-purpose sector, and what keeps you passionate about the work?

I originally decided to become a copywriter because I loved writing and was fascinated by the creative process behind great advertising campaigns. After completing some training, I had an epiphany: I didn’t want to spend my career making wealthy corporations wealthier – I wanted my work to contribute to something good. Through a series of serendipitous circumstances, I found myself at a fundraising agency, where I quickly discovered my niche as a fundraising copywriter.

Writing for causes is intrinsically energising. I see my role as motivating readers to become part of a solution, whether it’s saving forests, curing diseases or securing safety for refugees. What keeps me passionate is the opportunity to make a genuine difference – helping donors feel more deeply connected to a cause, while also contributing to the impact for-purpose organisations create.

How is writing for charities and not-for-profits different from writing for commercial brands?

Writing for commercial brands is about selling something tangible, i.e. a product or service; something that the reader can potentially gain a personal benefit from. Writing for charities is entirely unique as it is about generating feelings of altruism in the reader and motivating them to act on them.

What role does storytelling play in inspiring people to take action – whether that’s donating, advocating or simply paying attention?

Storytelling plays a central role in inspiring positive action. The human brain has evolved to respond to stories – they help us connect emotionally, make sense of complex ideas and see ourselves within the experiences of others. In the for-purpose sector, storytelling has the power to turn awareness into empathy, and empathy into action.

How do you balance creativity with responsibility when communicating about sensitive or complex issues?

First, you have to pen a fine line – then you have to tread it carefully. While strong hooks are important for earning a reader’s attention, it’s essential to balance creativity with genuine respect for the cause and for the people, communities or environments affected by it. Using verified statistics, balanced with the right degree of emotion, can help lend credibility to a piece of communication.

What do you think makes fundraising copy truly connect with people today?

Meeting people where they’re at, taking into account their previous journey with a cause, is a key ingredient to creating fundraising copy that genuinely connects. People want to feel seen and valued, not simply asked for support. The strongest fundraising writing understands the donor’s motivations and invites them into a meaningful role within the story of change.