It’s in the Cards: Why Lists Matter to Creative
Best package, best list
Starting to see the potential for paying attention to lists? Now you can take this idea to its next logical level by creating a best package/best list strategy. It takes some time, but with aggressive testing you can discover which types of packages work best with which types of lists. The key is accurate and detailed results analysis. By working closely with your account executive and list broker you can build profiles of the prospects who are most responsive to certain kinds of lists.
- 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.
