The Yin and Yang of the Client/Creative Relationship
Last week I offered a few tips for those who participate in the process of vetting and approving fundraising copy.
Today, in an effort to balance my karma and avoid creative hubris, I want to remind all of us on the creative side of the PDF that putting out a direct-mail package or online communication that gets results is a two-way street.
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.
