Fundraising Letters That Work

According to Kalenak, the use of testimonials is part of a social proofing strategy.

“[Our readers] want to protect what they see as endangered, and they want to know that they are in a community of other folks that stand with them.” Along the same lines, the lift note helps the prospect engage with the mailing, asking, “WHY YOU?” in white serif type reversed out on red on the front.