Special Report: Fundraising 101 Direct Mail

— Margaret Battistelli, Editor-in-Chief
7 Rookie Copywriting Mistakes to Avoid
By George Crankovic

The Eagles were slugging it out with the Cowboys, and even if you’re not a fan of “Monday Night Football,” you couldn’t help but be amazed at what happened next.

Eagles quarterback Donovan McNabb stepped back and launched a 60-yard missile as rookie wide receiver DeSean Jackson sprinted downfield. Jackson caught the pass handily and tore off toward the goal line. Then, within a yard of the goal, he casually let the ball drop from his grasp, thinking he’d scored. He coasted into the end zone and did his dance. But his jubilation lasted only until the instant replay confirmed what everyone suspected — that Jackson had made it into the end zone, but the football hadn’t.