In direct response fundraising, attention to small details can yield big results. Cue the humble lift note endorsement.
A “lift note” is a short, separate insert included in a direct mail package, typically printed on a small piece of stationery paper and signed by someone other than the letter’s primary author. It may be a brief personal message, a “P.S.”-style postscript, or a testimonial. A lift note is powerful because it frames and reinforces the message of the main letter with a different voice—a trusted or admired one—and thereby increase credibility and response rates, especially in new donor acquisition campaigns.
In A/B testing, including a lift note frequently leads to an increase in response rate—often by ten percent or more. It’s a low-cost, high-impact tactic that strengthens trust, adds dimension to your message, and makes your direct mail package feel more personal and persuasive.
Why Lift Notes Work
Lift notes tap into several principles of persuasive psychology. Chief among them: social proof and authority. Psychologist Robert Cialdini’s work has shown that people are more likely to take action when they see that others—especially those they respect—have already done so. A lift note acts as a third-party endorsement. When a donor sees that a board member, program beneficiary, or public figure is backing the appeal, it gives the letter a powerful boost in trust and emotional resonance.
Lift notes also capitalize on what Cialdini calls “pre-suasion”—the idea that the moment before a request is made is just as critical as the ask itself. If it’s placed front and center in the mailing, a lift note can frame the entire message, priming readers with a tone of trust, urgency, and shared purpose.
Who Should Sign Your Lift Note?
The answer depends on your nonprofit’s mission and audience, but the goal is always the same: someone with credibility and name recognition in your segment. If you’re a faith-based nonprofit, a respected pastor or theologian can lend moral authority. If you’re a university, a prominent alumnus or faculty member can speak to the impact of your gift. Advocacy groups may look to well-known journalists, activists, or elected officials.
The key is to choose someone your audience already knows—or is inclined to trust—and who represents the values you both share. The lift note should feel like a peer-to-peer recommendation or advice from an authoritative figure, not a top-down command.
At our organization, the Intercollegiate Studies Institute, we’ve partnered with AmPhil for our direct mail program and seen the power of the lift note firsthand. After hosting scholar Victor Davis Hanson, we asked if he would consider signing a short lift note to accompany our donor appeals. We sent him draft language for review and approval, explaining how this small gesture could significantly boost support for the mission he already helped to champion, and he graciously lent his name. Then, we drafted a prospecting package that emphasized the overlap between Dr. Hanson’s message and ISI’s mission. To top it off, we offered Dr. Hanson’s book as a $100+ premium—and signed books to $1,000+ first-time donors.
The result? Strong donor acquisition performance. We rebooted the acquisition program and in the first six months achieved a 119% return on our investment and acquired over 1,500 new donors, 37 of whom gave $1,000 or more. Building on that success, the Victor Davis Hanson lift note has become part of our control package for several years—and it continues to outperform challengers.
How to Secure a Lift Note Signer
Getting someone to lend their name is often simpler than you'd think. Start by selecting someone who already supports your cause—ideally someone who’s made a gift, served on your board, or partnered with your organization in a public way. Reach out personally, explain that a brief endorsement would make a real difference, and offer to send a draft for their approval. Make it easy for them to say yes by keeping the ask clear, concise, and aligned with their values.
Whether you’re running a prospecting campaign or cultivating long-time donors, a lift note endorsement from the right person could be the element that moves your reader from passive interest to active support. Don’t overlook it—deploy it strategically.