Don't Write a Fundraising Word Until You've Answered These 5 Questions
When you're writing a fundraising letter, the last thing you want to do is write the fundraising letter.
I mean that literally. The letter is the emotional core of your package. The thing that startles, arrests, cajoles and persuades your reader. But it works a whole lot better if it's built on a strong, well-crafted foundation. So before you let loose your heart-rending prose, make sure your copy will be supported by ideas and components that put it to its best advantage. So before you dive in, ask, and answer, these five questions:
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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.
