Speaking of Fundraising: Copywriting for the Post-Recession
2. Proclaim the end of the recession. Remember, one of the fundamentals of direct marketing is you have to tell your readers what to think, how to feel and what to do. In a universe where we say things like, "Place your gift, along with this form, in the enclosed envelope," you can bet you have to begin by telling them why they should give again.
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.
