The Yin and Yang of the Client/Creative Relationship
What the client brings to the table is that he or she knows the organization a lot better than we ever will. Not just its mission, but its culture. Who the program people are, and how they want to be represented. How the CEO thinks and speaks. How fundraising-savvy the communications department is. And a wealth of intangible information — above and beyond the fundraising essentials — that you need to accurately portray what they are all about.
Their knowledge. Your skill. It's a hard combination to beat.
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.
