Sometimes a nonprofit’s “case for support” is hard to write. There are lots of reasons; often people who are involved in the day-to-day fulfillment of the mission get tied up in the details. It’s difficult to avoid… Such was the situation for Charity Navigator. A 501c3 itself, the organization’s mission is to make impactful giving easier for donors. Since 2001, the organization has empowered millions by providing free access to data, tools, and resources that facilitate philanthropic decision-making. 

That mission is hard to put out there in a pithy way apt to motivate people. No cute kittens, no dry landscape, no wafting waves of plastics. Charity Navigator’s work includes all of those missions!

Kyle Gardner, Charity Navigator Director of Direct Response, wanted to (for the first time) hire a firm for a fresh perspective on a fundraising appeal.

Kyle decided Dr. Otis Fulton, a social psychologist, was just the guy to help. A highly regarded nonprofit copywriter, Otis’ specialty is applying what motivates people to give in nonprofit communications.

Otis served as the architect of the appeal that focused on the idea of trust. Anne Marie Forbes, another deeply experienced social good pro from Turnkey, drafted two additional appeals (augmented by appeals written by Otis) to give the client even more than they had originally contracted.

Per Kyle, "Turnkey carefully reimagined our acquisition and renewal cases for support. Where they once felt a tad too formal and vague, they are now warmer and crisper."