Harness the Power of a Testimonial
A testimonial is a quote from a client, volunteer, donor, or
community partner that explains how he benefitted from your work and your
They are one of most cost-effective ways to raise
awareness about your incredible work. Yet so
many nonprofits and businesses don’t harness their power.
Make sure you do.
Why They are So Convincing
- They are credible. Different voices testify about the real ways you carry out your unique
mission. A quote from a real person breathes authenticity to your audience.
- They are personal. Testimonies put a name and a face (if you use photos) on your
- They are one-on-one.
One member of your audience shares firsthand experience as a beneficiary
of your cause with others in your audience.
Why You May Miss Out
- You may not realize how powerful they
- You may not recognize a testimony when you see one, even when it falls into your lap - or you may be too busy to write it down. I'm guilty of this! Haven’t you ever had
a client who said “Thank you for helping me – you made a big difference,” and
you didn’t write it down?
- You may not have a simple, intentional system to
record the good words that come your way every single day.
Why Testimonials are Easy to Collect
- People like to be appreciated. “Wow, those were really good words about our
work … do you mind if I take just a sec right now to write down what
you said and use it on our website?”
- People like to be asked their opinion. Everyone’s got one. When you solicit someone’s input, they feel
special and important.
- People like to be quoted. Who doesn’t like seeing their name
in print? A person who provides good words in print feels like an expert.
(More tips for putting a system into place for collecting testimonials.)
Why You Can Use Them Everywhere
- They’re short or long. Collect both. Edit them. Use a snippet of a long one when you
don’t have much space.
- They can stand alone or together. A testimony can open a letter or top a web
page. Or, you can bunch several together
in long copy or in a text box.
- They are formal and casual.
When you have a pool you can pick one with eloquent
language to use in a formal ministry presentation. A short, snappy statement is perfect for a postcard.
And Best of All ...
They’re free! That makes this powerful copywriting element a very special animal
in these tough economic times. Testimonials are not paid endorsements, rather
heartfelt words from real people.
How to Ask for a Testimonial
- Recognize them when they come your way.
- Create a system to track and record them. (Try this easy 4-step plan.)
- Add to your collection week after week and month after
- Use them. And watch
your organization grow!
More on Writing Testimonials
Easy 4-step plan for collecting testimonials ...
How to get testimonials at events or when you speak ...
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Essential copywriting elements for powerful nonprofit copywriting ...
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6 secrets to effective subheads ...
An effective response device: top tips to make sure yours works ...
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