Training conversation with Whole Whale team about copywriting best practices for nonprofits. Maura Paxton, Digital Optimization Manager and Sarah Homet, Digital Marketing Associate share approaches to writing ads and useful frameworks.  
Resources:
AIDA: https://www.truesense.com/ringer/aida-essential-direct-response-fundraising-truths
ACCA: https://learnlandingpages.com/landing-page-design/ (lots of formulas, starting with AIDA and ACCA)
Questions in headlines (Marketing Experiments study): https://marketingexperiments.com/value-proposition/optimizing-headlines
Fogg Behavioral Model: https://behaviormodel.org/
keyword + benefit: https://www.invespcro.com/blog/elements-effective-ad-copy-benefits/
keyword question : https://www.acquisio.com/blog/agency/6-ppc-ad-copy-formulas-for-highly-clickable-ads/
emotional matrix: https://www.wholewhale.com/tips/clickbait-works-can-use-good/
Plutchik's Wheel of Emotion: https://martecgroup.com/using-plutchiks-wheel-of-emotions-in-market-research/