3 Prewriting Steps You Probably Skip (but Shouldn't)
Fundraising copywriting is a craft. And like other craftspersons, we copywriters begin our training by learning some fundamental prewriting techniques designed to help us organize our thoughts so we can transcribe what's in our heads onto our documents.
But, also like other craftspersons, as time goes by and we become more proficient and confident, we tend to skip those basic practices and jump straight into the job. Most of the time it works out fine. Every so often though, we end up like the electrician who doesn't shut off the power to fix the chandelier but just flips off the closest light switch: grinning sheepishly as we pick ourselves up off the floor.
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.