Are you making it a practice to collect testimonials?
“Say what???” Testimonials? What are testimonials?
Testimonials are snippets of conversations that you’re probably having on a daily basis. They’re pure gold and chances are you’re letting them slip though your fingers!
- When a guest at your recent event raves about the work your organization is doing.
- When, in the course of your phone call to a donor, thanking them for their gift, the donor relates a story about how your organization helped her mother.
- When a mother calls your offices to tell you that her son’s English grade has gone from a D to a B+, thanks to the work your organization has been doing with him.
- When a foundation funder sends a special note along with their grant check.
Testimonials attesting to your good works can come from a variety of sources, from donors, to clients served, to board members to staff members to volunteers to Facebook fans.
And a pithy, well-crafted testimonial can give life to all of your nonprofit marketing copy – from your website, to your appeal letters, to your monthly giving campaign, to your grant proposals, to your email communications, to your social media.
When you make it a habit to listen, you’ll find collecting testimonials coming second nature to you.
- Make a practice of making regular thank you calls. Spend just 30 minutes a day on the phone connecting with your donors.
- Spend time “in the field.” Whether you’re raising money for a human service agency or a museum, spend some time on a tour, listening to the questions. Take a seat at the one of the tables at your soup kitchen
- What are your Facebook supporters saying about you?
- Could you conduct a contest to gather reviews on a site like Great Nonprofits? Check out the phenomenal testimonials The Telling Room has gathered.
Use your imagination. Compile a drawerful of testimonials for copywriting magic!
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I also call these “mission moments.” Having real, tangible stories to share about your clients, donors and volunteers makes a regular conversation become memorable and can help an organization stand out from the crowd. Thanks for this post, Pamela!
Great advice, as always! I do notice that testimonials tend to be less powerful when they’re not attributed to a specific person. In cases when privacy is an issue, the quote could still be made less anonymous by citing a source as, for example, “mother of a 15-year-old program participant.”
Thanks Esther!
Hi Pamela, what a terrific reminder! I think testimonials bring a sort of “social credibility” to a nonprofit’s work. And the perspective both of donors, “friends,” beneficiaries – are all great to weave into materials.
People are typically very willing to help. It’s rare you’ll be turned down when you solicit a testimonial. The occasional donor will prefer anonymity, and, as mentioned above, that weakens the message.
Outside fundraising, I ask for them all the time for my radio show. Including short video testimonials.
Ask proudly and you will receive.
Pamela, more great marketing advice. I am waiting for part two from you where you touch on the best structure of a testimonial. I have found that clients get good results when they can ask just 2 or 3 questions that point people in the direction of a concise testimonial.
And I\’d add emails to your list of places that are frequent feeders of testimonials. I am often delighted by a forward of an email when someone took time to share the impact of a nonprofit.
Pamela,you are right on target… testomonials are truly a lot more important than one can believe,having been in this calling for years I have seen the incredible power they can play in one’s fundraising program and the good will that is woven into your non profit through the use of them.
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