Don't be afraid to be human. Remember you are talking to one particular reader, not a faceless crowd. Visualize that one person and talk to him. Be warm and personal. Another example of adding human interest to otherwise dry statistics were done by the Cleveland Museum of Natural History.
Nobody likes to support a secondrate institution or invest time or money in a shabby cause.
Give your product firstclass treatment, and chances are consumers will perceive it in a firstclass light. Testimonials add believability. Like demonstrations, testimonials have proved themselves as an effective advertising technique, yet are virtually ignored in collateral material. They can add great credibility to your claim. Consider testimonials by experts.