It’s in the Cards: Why Lists Matter to Creative
One of the most important is that this group “plan[s] on giving more in the future. In contrast, older donors in pre-boomer generations were more likely to reduce their giving in the future (26 percent) than increase it (just 12 percent),” the study reports.
As a creative expert, you know this is a signal to start building in a lot of cultivation-type language. With these prospects you definitely want to set the stage for long-term relationships. Make it easy to pitch a sustainer program after their initial gift. Lay the groundwork for planned gifts.
- Companies:
- Association of Fundraising Professionals
- People:
- Willis
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.
