Nonprofits Industry
The big idea: it's fuel for the writing.(Direct Mail)
Non-profit Times, The, March, 2005 by Ford, Robert
Nonprofit copy writers don't need a dozen tips on how to write good fundraising copy, according to Kimberly Seville, creative director of the Arlington, Va.-based Craver, Mathews, Smith & Company. All they need is one big idea and the perseverance to see it through.
Citing the 1970s ad for Coca-Cola, "I'd like to buy the world a Coke," Seville, speaking at a recent Direct Marketing Association Nonprofit Federation conference in Washington, D.C., said when first conceived, the idea went nowhere.
The idea for the song was inspired when its originator was sitting in an airport in Ireland. Everything was fogged in and planes were grounded. The author of the jingle saw passengers of all nationalities lining up to buy a Coke. Despite many people trying to...
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