Three Risks You Should Never Take. And Three You Should
Fundraising is risky business. Anytime time you ask someone to give you money in return for nothing more than a good feeling, you're in chancy waters. But some risks make more sense than others. For example, don't take these risks :
Writing before you spec
Direct-mail appeals are not essays. Every page and component costs money, and thus, has an expected ROI. So before you write your first word, lay out the whole package in your mind: sizes, colors, inserts, perfs, every detail. You'll find that establishing your framework in advance will actually help you write more effectively.
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.
