Fundraising Copy and the Challenge of Heuristics
Take a moment to look at your copy with a jaundiced eye. How can it be misinterpreted, even deliberately? When you pull out your hot-button words, be sure they are in contexts that provide precisely the impression you want them to. If you leave room for a reader to assign his own values and preconceptions to your message, you may regret the results.
- 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.
