Are You Using These 3 Deadly Fundraising Words?
‘Oh, people won’t …’
So, out of inertia and self-interest, car makers convinced themselves that cup holders were an inconsequential nuisance. They sniffed and harrumphed and, inevitably, muttered three of the deadliest words in marketing: “Oh, people won’t buy a car just because it has a cup holder.”
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.
