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.

There’s a powerful, woefully underused fundraising wea-pon that should be in every copywriter’s and art director’s arsenal. It can help you target your creative more effectively, have a better feel for your prospects and, in all likelihood, do a much better job of motivating them to make a gift. This powerful tool is so simple I can name it for you in just one word: datacard. If you’re not familiar with them, datacards are the one- or two-page crib sheets your account executive and list broker use to determine which lists to test. After the testing phase, lists that have proven effective

Ah … it was a great run. But a tricky one. For the past few years, I’ve been wrestling with the challenge of letting FundRaising Success Senior Editor Abny Santicola do her thing without the rest of the Target Marketing Group catching on to how fabulous she is.

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