How to Read a Direct-Mail Fundraising Letter
A fundraising letter (or e-mail, or any other direct communication) passes through a lot of hands before it reaches its intended audience. And everyone in the approval process has the opportunity to express an opinion.
If you're one of those people, you've probably heard the general admonishment to remember that "you are not your donor," and to avoid judging a letter based on your own personal preferences.
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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.
