Non-Profits Should Seek EndorsementsBy Marte Cliff Have you ever noticed that when someone tells you how great they are, you think they're some kind of ego-inflated blowhard - but when they tell you someone else is great, you listen and let their opinion influence you? That's the very reason why non-profits should seek "testimonials" just the way for-profit businesses do. When donors see that other people approve of your work and believe that you're making a difference, they're more apt to listen to your message. Unfortunately, most of us don't stop to think how much we could help our favorite causes by going public with an endorsement. Since we don't think of it on our own, fundraisers need to come right out and ask. Honesty is still the best policy, go ahead and tell people why you need their endorsements - because you need to raise more money to carry on with your work, and having a third-party speak well of it lends credibility and trust in the minds of your potential donors. Start with people you've helped. Ask them to tell specifically how their lives are better because of your work. You may have to conduct an actual interview - using questions to draw them out. Some people just aren't very good at expressing themselves without a bit of prompting, and specifics are important. In fact, many for-profit businesses actually hire a copywriter who is skilled at interviewing to talk with past clients and draw out the kinds of details that make a good testimonial. If you're too close to the cause to ask leading questions, hire someone or find a skillful volunteer to do this. If your cause is geared toward helping the environment rather than individual people, solicit comments from your volunteers. Let them tell how the results they're seeing makes it worthwhile for them to spend their time volunteering.You might also find someone from a government agency or another environmental group to make positive comments. Next, look for people who are prominent in your community who are supporters. Some of these are business people who will see helping you as a way of helping themselves look good in the community - and will be thrilled to be asked. You might even be able to get them to show up and speak at an event. Our animal rescue was fortunate one year to get a gentleman who had been active in national politics to act as auctioneer for a dinner/auction. The room was filled to capacity with people who wanted to meet him - and impress him with their generosity toward our cause. That was one profitable auction! Don't forget about local musicians - even start-ups who may have a small following of fans who will follow their lead in supporting you. Every donor counts! For the most part, you should make the effort to talk with these people in person. The telephone is the next best thing. But don't stop there. Use a little space on your brochures and on your website to ask people to help. Whatever you do, be sure to thank everyone who helps you. Do it in writing (not e-mail), and do it immediately after you receive their endorsement! Marte Cliff is a Freelance Copywriter who specializes in making people feel good about buying products or services, or donating to worthy causes. She has extensive experience in writing fundraising letters, search engine optimized web copy, direct sales letters, postcards, space ad copy, press releases, and more. She is also available for marketing plan creation and editing services. |