The Case for Trust
Take a fundraising letter. Any fundraising letter. No, better yet, take a letter that delivered the goods. One that already proved itself with strong results. Pass it around to people in your department, those who understand direct-mail fundraising as well as those who don't.
While you're at it, show the letter to some people outside your department. Share it with friends and family. Share it with groups and individuals. Ask for their opinions. Tell them you want their honest feedback. Ask them how they would respond if they got this in the mail.
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.
