How to Use Testimonials to Inspire and Persuade Your Direct Mail Donors.

Find, feature and format other people’s words to overcome donor skepticism, prove your point, build trust and attract donations.

These three doubts are floating around in the minds of your donors and potential donors all the time, and rise to the surface whenever they receive an appeal from you (and other charities) for donations.

These doubts are actually questions that donors ask themselves while they read your appeal, and deliberate about whether they will respond or not. They surface in the minds of donors as questions:

1. Can I trust your organization?
2. Is your need great?
3. Will my donation make a difference?

In every fundraising letter you mail, you must overcome these doubts or you will not secure a gift. And you won’t secure the long-term loyalty of the donor.

One of the most effective ways to overcome all three doubts is to include testimonials in your appeals. A testimonial is a statement made by someone that either recommends, proves or pays tribute.

This Handbook shows you how to find, feature and format other people’s words to overcome donor skepticism, prove your point, build trust and attract donations. It's handbook Number 25 in the popular Hands-On Fundraising Series from Andrew Spencer Publishing.

You will learn . . .

• the three types of testimonials and why they are different
• why testimonials help you brag without bragging
• how testimonials help you establish credibility and trustworthiness
• why you need good testimonials to awaken empathy in your donors
• why testimonials are so effective at keeping your readers reading
• how and where to find terrific testimonials (10 ways)
• nine tips for using testimonials
• how to format your testimonials (four ways)
• 11 places to use testimonials in a direct mail fundraising package
• how to create a testimonial that uses no words

Study how these leading non-profits use the power of testimonials to their advantage

• Amnesty International
• Canadian Feed the Children
• Development and Peace
• Doctors Without Borders
• March of Dimes
• Metro Health Hospital
• Multiple Sclerosis Society
• Southlake Regional Health Centre Foundation
• Trans World Radio
• Women’s American ORT
• University Health Network

Learn from a variety of testimonial formats

• carrier envelope
• opening paragraph of letter
• body of letter
• lift note
• photograph
• postcard
• two-page letter
• single sheet of paper, one-sided
• single sheet of paper, two-sided
• reply device
• wordless testimonial
• testimonial attached to a premium

Download this Handbook now. Start reading it—and profiting from its advice and examples—within minutes.

Words: 2,871
Pages: 26
Format: Adobe PDF (Portable Digital Format). Get the Reader.
Cost: $10
Guarantee: If you are not completely satisfied with this handbook within 30 days of purchase, we will refund your full purchase price.

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