The Case for Trust
● "It would be a lot stronger if you changed this little part here …"
Or worse …
● "I don't feel this reflects our brand. It needs to show more of the good we've done instead of the need."
And on and on and on. In fact, the one response you'll get rarely, if at all, is, "I think it's great. I wouldn't change a thing." And you probably won't get asked about actual past results. That's perfectly OK. That's human nature.
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.
