Fundraising Copy and the Challenge of Heuristics
● Beware of your own heuristics, too. Just as we need to manage the assumptions of our donors and prospects, we need to rein our assumptions about them as well. A properly segmented file tells you a lot about the person you’re writing to, but you have to leave room in your mind — and your writing — for the exceptions too.
- 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.
