What Does Your Board Need to Know About Direct Mail?
2. The medium of the past, present and future
Even in this e-mail age, direct mail remains the foundation of a strong fundraising program. The surprising industry study reflected in Chart 2 shows Generation Y, the youngest generation of donors — those who theoretically are the most computer-savvy — actually is the fastest growing group of direct-mail readers.
- People:
- Willis Turner
- Places:
- New York
- Richmond, Va.
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.
