The Case for Trust
It's understandable. Writers and artists who've seen their carefully crafted emotional triggers whittled down from a solid right jab to a tentative, gentle nudge can certainly see the attraction in such a clause.
On the other hand, a creative department that's honest with itself will admit it doesn't know everything. The writer, artist and client can all benefit from ongoing dialogue through the creative process.
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.
