Fundraising Copy and the Challenge of Heuristics
This is tremendously important for copywriters to understand, because what we write is designed to generate strong emotions. And it’s why we have to be certain that what we write takes readers into the world we want them to be in. Consider:
● Some words are two-edged swords. To one person, a “homeless man” is a struggling veteran trying to find his way back into society. To another, he is a frightening derelict. To one person, a single mom is young woman doing the best she can for her family. To another, she is a freeloader, skating along on your tax dollars.
- Companies:
- Doctors Without Borders
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.
