Use Testimonials to Ask for Planned Gifts

4) Write the copy yourself, as you know what your objectives are. Then ask the donor to approve a draft of the article before it’s printed. If possible, include a photo of the donor doing something mission related using a “people helping people theme.”

5) After the letter is printed, give the donor a supply; he’ll give copies to his friends and neighbors, further promoting your planned-gift program.

6) Include testimonials in newsletters, on your Web site and even in presentations at donor-recognition events. Testimonials also make great solicitation letters if you decide to do a planned-gift acquisition letter targeting other loyal donors.

Nina P. Berkheiser, CFRE, is president of Your Nonprofit Advisor Inc. She can be reached via www.yournonprofitadvisor.com.