The Oldest Fundraising Trick in the Book Still Works
Fundraising techniques come and go. One year it might be the six-page letter; another the e-mail video. One year might be the latest social-media platform; another it's the back-end tote bag.
All of them matter. All are important. Today, though, I come to sing the praises of an old standby that has quietly and consistently lifted response rates for as long as there has been direct mail. So let us take a moment to recognize the Gordie Howe of direct-mail fundraising techniques, the humble, venerable involvement device.
- Companies:
- Publishers Clearing House
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.
