Right Brain And The ‘Write’ Stuff

How is it possible to get people to care enough to support an organization or a cause, or even idea? And not just once, but over and over again, for as long as it’s possible?

During the Bridge to Integrated Marketing and Fundraising Conference in National Harbor, Md., speakers Pru Bovee of Prudence Bovee Copywriting, independent copywriter Fred Vallejo, Steve Fleshman of DR2 and moderator John Thompson of Direct Creative Group said that a lot of it is about involving the right side of the human brain, the side that is strong on creativity, imagination, holistic thinking, feelings, intuition, the arts and even daydreaming, instead of a focus on words themselves.

Calling on more than 120 years of combined design and copywriting experience, the group shared key ideas and lessons learned from campaigns, components and concepts that caught their attention.

They came up with a list of notions and the lessons they learned from them, lessons they hoped to share with nonprofit fundraisers:

  • First impressions. Lesson learned: Defy convention;
  • Compelling copy. Lesson learned: Heart and head;
  • Strategy-driven campaigns. Lesson learned: Stop them in their tracks;
  • Engaging engagement. Lesson learned: Dialogue, not monologue;
  • Unlimited budget. Lesson learned: Technology is the vehicle, not the journey; and,
  • Inspiration from the dark side. Lesson learned: Take risks.