Story Styles That Open Readers' Wallets, Part 2: Testimonials
When last we met, we looked at case studies as one style of storytelling that gets readers' attention and tells a story compelling enough to make them want to send generous gifts of support.
Today, we'll look at one of the most tempting, and perilous, story styles, the testimonial. Testimonials allow your reader to see your organization through the eyes of someone you've helped. It's a first-person, ground-level view of how you change lives. For example:
- Categories:
- Creative
- NonProfit Pro
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
