What's the Last Thing You Thought Of?
Referring to the headline, I don't mean looked up. Or adapted. Or brought back after a 10-year hiatus. Think about all the different creative techniques, platforms and formats we tend to fall back on. When we test against a control package, how often is the test just another, different, tried-and-true format?
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.
