The 'Obvious' Technique That Stops Readers From Clicking Away
One surefire way to keep people reading your fundraising copy, or anything else you write, is to put your thesis statement front and center. Let me show you what I mean.
Compare this opening paragraph, from an article about which airlines have the most flight delays:
Whether you're on your way to the in-laws with squirming toddlers or have 30 minutes to get from the airport to a client meeting, a late arrival can mean the difference between sanity and a meltdown.
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.