Grammar Matters, Except When It Doesn’t
"This man decided not to Live but Know"
—Robert Browning, "A Grammarian's Funeral"
The goal of writing is to communicate. But the goal of fundraising copy is emotional communication. Emotion is the currency of our transactions with donors and prospects because the transactions we ask them to engage in are completely irrational. We ask them give us their money, and in return we give them nothing … nothing tangible, anyway.
- Categories:
- Creative
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.
