Speaking of Fundraising: Copywriting for the Post-Recession
This can be surprisingly tough sometimes. Program stakeholders can insist that you simply have to mention their special issues. CEOs often feel it's imperative to give donors a complete picture of the organization or spell out your mission in specific detail. This isn't necessarily a bad thing in principle. But if you want to make people emotional enough to give you money, you have to know when to talk and when to shut up.
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.
