Are You Using These 3 Deadly Fundraising Words?
- Uses it as an excuse for not changing to fit the evolving needs and wants of customers, prospects and donors.
- Assumes, based on gut feeling rather than research, that he has deep insight into the murky and complex motivations of his customers.
- Wants to take strategic and creative shortcuts buy assuming that nearly all of the “people” will behave the same way — or even worse, that they will behave the way he imagines he would behave in the same circumstance.
Think how often you hear those three words. They skitter along the surface of the brain and roll off the tongue so easily you hardly even notice you’ve rejected a challenging idea out of hand.
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.
