Look Good, Raise Money: 7 Branding Requirements to Make Fundraising Easier
7. Do not spec small font sizes. Designers may love them, but readers do not.
It's cool to look cool, and it's clear that you should be clear. But as a fundraiser, you also have to be evocative, compelling and occasionally novel. If your organization's style standards restrict your ability to create highly emotional messages, you're leaving money on the table. There's nothing cool about that.
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.