Fundraising Copy and the Challenge of Heuristics
Obviously not every derelict-looking senior citizen is worth $180 million. And not every $25 donor is going to leave your organization a million-dollar bequest. But it does happen. And there’s no downside to treating every donor like he or she has a fortune to leave you. After all, you never know …
Willis Turner is the senior copywriter at Huntsinger & Jeffer and author of the Outside Counsel blog. Reach him at Willis@HuntsingerJeffer.com or follow him on Twitter at @WillisATurner
- 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.
