Fundraising: This Is Not a Test
Package testing in direct mail is fundamental and essential. It's how you determine which packages provide your best return on investment. Even more important, it's how you make sure every element of your program — lists, offer, copy and design — is continually evolving to produce the best results, even as times and circumstances change. Everybody agrees on that.
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- Testing
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.
