Dusty Chunks of Plaster Lit by a Bare Light Bulb
One challenge of writing fundraising copy is that a single communication needs to do many different things: describe the need, make the ask, deliver the offer, tell the donor how his or her gift will be used, and more.
In that context, the right story, like a good haiku, uses a few poignant details to bring the reader into a whole different world. So listen for the alley cat knocking over a trash can, smell the dusty air, see the shiny brown cockroach scuttle across the table, taste the water from the rusty pipes.
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.
