The Case for Trust
Meanwhile, chances are good that your agency has created and tested thousands of direct-mail packages and been held accountable for the results. Consider the team that created the package:
- An account executive who knows your program and its goals and has studied your past results, carefully analyzed your lists and worked closely with the creative team to make sure that just the right people get this particular message …
- a writer who has proved him- or herself by creating hundreds or thousands of successful appeals and spent hours considering just how to craft the opening, the hook, the ask and all the emotional touchpoints …
- an artist who has spent a career mastering the subliminal visual nuances that influence the reader.
All of them are specifically in the business of raising the most money while building a strong and lasting relationship with the donor. They've been down this road many, many times.
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.
