What are the best practices for collecting and using testimonials in your fundraising campaigns?

1 Choose the right testimonial format

Depending on your goals, audience, and resources, you can use different formats to present your testimonials, such as text, audio, video, or images. Each format has its own advantages and disadvantages, so you need to consider what works best for your message and medium. For example, text testimonials are easy to collect and display, but they may lack the emotional appeal of audio or video testimonials. Audio and video testimonials can capture the voice and expression of your beneficiaries, but they may require more time, equipment, and editing. Images can complement your testimonials with visual evidence, but they need to be clear, relevant, and ethical.

2 Collect testimonials ethically and legally

Before you ask for a testimonial, you need to obtain the consent of your beneficiaries and respect their privacy and dignity. You should explain the purpose and scope of your request, and how you plan to use their testimonial. You should also give them the option to decline, withdraw, or revise their testimonial at any time. Moreover, you should follow the legal and ethical guidelines of your sector and region, such as protecting the identity of minors, survivors of violence, or people at risk. You may need to use pseudonyms, blur faces, or change details to ensure their safety and confidentiality.

3 Ask open-ended and specific questions

To elicit meaningful and authentic testimonials, you need to ask open-ended and specific questions that encourage your beneficiaries to share their stories and experiences. Avoid leading or closed questions that may limit their responses or imply a desired answer. For example, instead of asking "Did our program help you?", you can ask "How did our program help you?" or "What difference did our program make in your life?". You can also ask them to provide concrete examples, outcomes, or feelings that illustrate their testimonial.

4 Use testimonials strategically and selectively

Once you have collected your testimonials, you need to use them strategically and selectively in your fundraising campaigns. You should align your testimonials with your campaign goals, messages, and calls to action. You should also choose the most relevant and compelling testimonials that resonate with your target audience and showcase your impact. You don't need to use all your testimonials at once or in every channel. You can segment your testimonials by donor persona, issue, or stage of the donor journey, and use them where they have the most impact.

5 Showcase the diversity and credibility of your testimonials

To increase the trustworthiness and appeal of your testimonials, you should showcase the diversity and credibility of your beneficiaries. You should include testimonials from different groups, perspectives, and backgrounds that reflect your mission and vision. You should also provide some context and information about your beneficiaries, such as their name, location, role, or situation, if they agree. This can help your donors and prospects relate to them and understand their challenges and achievements. You can also use logos, ratings, awards, or endorsements from other reputable sources to boost your credibility.

6 Test and optimize your testimonials

Finally, you should test and optimize your testimonials to ensure they are effective and engaging. You can use various methods, such as surveys, feedback forms, analytics, or A/B testing, to measure the response and impact of your testimonials. You can also experiment with different formats, lengths, placements, or headlines to see what works best for your audience and campaign. You should also update your testimonials regularly to keep them fresh and relevant.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?