Where Have All the Glowers Gone?
Why? Was it donor/compassion/anger fatigue? Maybe. But unfortunately, in these cases, the fatigue was more in the writers than the reader.
It was really sad. Those copywriters said all the right things and followed all the right formulas. But, compared to the one appeal I did respond to that week, the writing was just not quite … there.
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.
