Where Have All the Glowers Gone?
In the world of advocacy fundraising, outrage has become the emotion du jour. To inspire action though — to make your reader reach for his or her wallet — you’ve got to kick it up to something more. Rage inspires action. Outrage only inspires retweeting.
Willis Turner is the senior copywriter at Huntsinger & Jeffer and author of the Outside Counsel blog. Reach him at Willis@HuntsingerJeffer.com or follow him on Twitter at @WillisATurner
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.
