FOCUS ON: LISTS Feeling Exhausted? Your prospecting lists — and you — can get a much-needed pick-me-up with an influx of nams from commercial files.

Testimonials, endorsements
Nonprofit and commercial mailers must address the issue of credibility. Testimonials and endorsements from objective third parties

accomplish this. A celebrity or well-known person consistent with the nonprofit’s image builds credibility, legitimizes your efforts and creates a halo effect of authority and assurance.

Call to action
“Send back the reply card while it’s still in your hand” is a familiar refrain in commercial copy, pushing the prospect to act quickly. Nonprofit copy also can fight procrastination by asking the recipient to take action right away — provided you give a compelling reason to do so. Why is it necessary to act now? Tie your urgency to something real.

Guarantees
Reassure the donor his money is put to good use. Tell him how each dollar will be spent — what it will buy, what it will be used for — so the donor is guaranteed the cause to which he pledged money will

get it.

Robert Lerose, a freelance copywriter with 20 years’ experience, specializes in direct-response advertising. Reach him at 516.486.0472 or robertlerose@cs.com.