Credible copywriting & personal testimonials for charity marketing

As charities feel the pinch, many are focusing on real-life stories and personal testimonials to raise funds. A well-targeted letter telling someone’s story can build a bond with donors and boost funds more effectively than mailing out a key ring. But how can charities pen a compelling letter that tells a powerful story? Our experts offer inside information on negotiating this sensitive subject.

Geraldine Oliver, previously of Deafness Research UK, advises on the importance of caring for your case study and helping manage their expectations of press attention to ensure they remain on-side.

John Blake, supporter relations manager at the Stroke Association, reminds writers to keep their story authentic and be specific about appeal details; while Francesca Boardman, head of copy at not-for-profit marketing agency Whitewater, recommends talking in an open and honest tone of voice to generate emotional engagement.

And Simon Lane, head of art direction at Whitewater, urges charities to invest in real-life photography rather than stock images and to use that powerful image on the envelope as well for maximum impact.

Finally, Ash Gilbert, director of Pebblebeach Fundraising, suggests sending donors a pack that asks for messages of support or voluntary work instead of money; this keeps them interested in the charity's work and makes them more likely to donate when their finances improve.