Are the People Reading Your Mail Ruining It?
At the same time, those who review and approve your fundraising messages are not obliged to just rubber stamp everything that comes their way. Questioning and pushing back can help everyone fine-tune the creative. But the organizations that get the best results understand that what matters most are the donors' and prospects' feelings, not their own.
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.