Fundraising Copy and the Challenge of Heuristics
On July 23, 2009, a hard rain was falling in Long Branch, N.J. Police Officer Kristie Buble got a call that a suspicious person was wandering around in a nice neighborhood peeking in the windows of a house with a "For Sale" sign in the yard.
When she arrived on the scene, she found an old man, still in the front yard, "wearing black sweatpants tucked into black rain boots, and two raincoats with the hood pulled down over his head."
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.