Fundraising Copy and the Challenge of Heuristics
● Is your brand your story? Some charities are blessed with names that need no explanation: Food for the Poor, Habitat for Humanity
, Doctors Without Borders. But if your name is not your mission, you’ve got some explaining to do. It’s worth extra time and effort to make your elevator speech as clear and concise as possible. If you can reduce it to the size of a tagline, even better.
- 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.
