Track 3: Creativity, Copywriting, Design
(Thursday sessions only)
You’ve built the better mousetrap; now how do you get the world to beat a path to your door? Take a walk on the creative side to better understand how copywriting and design can persuade the fence-sitters on your list. It’s not all divas and temper tantrums in Creativity, Copywriting, and Design – you’ll get usable, practical information that will enhance your marketing efforts at every turn. - All Sessions Eligible for CFRE Points
THURSDAY (HEMISPHERE ROOM)
Breakout 1: 10:30am – 12:00pm
How to Get the Best out of Your Creative Team
Description: There’s a saying in “the biz” that Lists are 50%, and Creative is 40%, and Perspiration and Production are 10% for a successful direct mail campaign. Well, that may be true, but let’s face it: CREATIVE IS THE FUN PART. It also can be the most maddening part if you don’t know how to anticipate and avoid bottle necks, massage egos and schedules, and effectively manage “creative types” without them knowing it! Come to this fast-paced, informative, participatory and … frankly … creative session to get and share ideas for getting the best out of your creative team.
Speakers: Steve Fleshman, Founder/Creative Partner, DR2; Samantha Prestia, Schultz & Williams; Barry Cox, Freelance Copywriter; Kate Mathews, Director of Membership, African Wildlife Foundation
Breakout 2: 1:30pm – 3:00pm
The Copy Clinic: How to Write Successful Fundraising Letters
Description: Novice or pro, this is the workshop for you if you want to strengthen your fundraising appeals. Whether you’ve been writing for years and are looking for pointers to tune up your letters, or simply hoping you can find a way to procrastinate a little less before you sit down to write your next appeal, you’ll get what you need at this dynamic, interactive session. Veteran fundraising copywriter Mal Warwick, author of “How to Write Successful Fundraising Letters,” will guide you through a point-by-point analysis of recent fundraising letters. You’ll learn Mal’s own “Cardinal Rules of Fundraising Letters,” and you’ll receive invaluable handouts that will help you through the copywriting process for years to come.
Speaker: Mal Warwick, Founder & Chairman, Mal Warwick Associates
Breakout 3: 4:00pm – 5:50pm
Selling the Sizzle
Description: In this workshop, you'll learn from an award-winning writer and nonprofit storyteller how to make your mission memorable in newsletters, annual reports, direct mail letters, online and more. Plus, you'll learn how to spice up your own fundraising by finding your best stories for your letters and publications. During the workshop, we will conduct an interview with an audience member to demonstrate effective interview techniques that can help you find your winning stories.
Speaker: Kathy Swayze, President and Creative Director of Impact Communications
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