Who Threw the Donor Off the Bridge?
The poor nonprofit donor. So compassionate. So generous. All she wanted was to help others and be appreciated for her kindness.
Yet here she lay, struggling in the deep water, fighting for breath, praying for someone to notice her and care enough to reach her.
Meanwhile, on the bridge above the troubled water, the fundraising community looked down in pity and alarm. "How could this have happened?" the fundraisers said, wringing their hands. And they all looked at each other accusingly. "Who did this?" each person asked in turn. "Who threw the donor off the bridge?"
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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.
