Where Have All the Glowers Gone?
Rage can be an overpowering emotion. And if you’re raising funds for an organization that does advocacy, a social-services group focused on inequality, or an animal rights group fighting abuse and abandonment, you absolutely must be able to inspire that feeling of overwhelming anger if you want donors to do more than pass along your message to like-minded people. If you want to put that expression of glowering rage on their faces, the one that compels them to donate to the cause, you need to have it on yours as you write.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.