According to the Rule of 7, it takes an average of seven exposures to a message before it sinks in enough to engage your target and make him or her a regular supporter.Drip campaigns create those exposures in a tactical way that dovetails with your overall strategic plan. Here are 11 tips to help you get more drip for your buck.
Outside Counsel
Willis believes in expressive writing, exceptional fundraising, and exuberant living.
Willis Turner is the senior copywriter at Huntsinger & Jeffer. He was an experienced writer and creative director in the traditional advertising world for more than 20 years before making the switch to fundraising nearly 15 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, as well as collateral materials and communications, that get attention, tell emotional stories, and persuade people to take action or make a donation.
Every so often you just get stuck when you need an idea. All writers know this. And we all know the standard advice for coming up with a creative inspiration: take a walk, sleep on it, put it aside and come back to it later, and all that.
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Of course you should craft your appeals to resonate with the majority of your readers. But you should always allow for the possibility that something great could come from the most unexpected donors.
Do fundraising writers get writer's block? Does every writer? All writers talk about it. Some play complicated psychological tricks on themselves to prime the pump when the well goes dry.
Writing fundraising copy should be detailed and painstaking for you. Reading it should be fast and easy for your donor.
Writing fundraising copy takes concentration and focus. There are a lot of elements, strategic and creative, that have to be accounted for as you write. It takes up a lot of your headspace.
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