Kim Wallace, co-author of the fascinating Why People Don’t Buy Things, just posted a terrific guide to making and using Donor Testimonials.

Not only does Kim explain why donor testimonials are so effective, he also illustrates his points on producing outstanding testimonials with this video collection of the real things.

Here are Kim’s 10 tips for success:

1. Use Headline Quotes That Stand Out

Find emotionally interesting quotes. Without a strong headline, peoples’ eyes will tend to just skim over it.

2. Use Audio Tracks with Pictures

Use audio sound tracks with a photo of a donor, not videos. Videos are very expensive and a “horror show” to edit. Most donors don’t present well on video. However, everyone has at least one good photo.

3. Forget About Scripts

Don’t use scripts and don’t send the questions out in advance. Your donors will either read their answers or try to memorize them.

4. Remember, ‘Tune Out’ Happens in Seconds

The ideal length is about one minute or less, but an interesting story can go longer. Our brains are trained by television commercials to wander after half a minute.

5. Emotions Matter Most

Emotions matter most and without an emotional ‘feel’ they will fall flat. However, a little logic adds bonus point.

6. Offer Donors Anonymity

Offer donor anonymity. Many donors will open up more if they aren’t going to be directly associated with their stories.

7. Use Professionals

Use outside professional interviewers and editors, not in house staff. No one will ever remember that you saved two thousand dollars if they’re a ‘bust’. If the editing isn’t professional quality it will reflect poorly on the donor, on you, and on your philanthropy/institution. Be sure to edit them carefully so your donors come off as intelligent and articulate. The worst outcome would be to alienate a valuable donor.

If you can’t do them right, don’t do them at all. However, if you capture the power of great story telling it will pay dividends you couldn’t have imagined. Everyone in the organization will be pleased when the donor response is positive and gifts start coming in.

8. Remember, Involvement Takes Time

“Rome wasn’t built in a day.” Neither is a good testimonial campaign. Produce lots of stories. They build interest and involvement over time. The key to success is candid, interesting stories so people look forward to them.

9. Offer Final Approval

Offer your participants final approval. This will help them relax, knowing that they can always make changes to their final testimonial.

10. Post Them Everywhere

Be sure you post your testimonials wherever possible, in e-mails, social media, on your website, adapted for print for mailings, articles and/or small space ads in donor magazines, and so forth.

Kim has produced a real treasure and shared it with all of us.  I urge you to read and share his complete post and watch his recorded illustrations.

Tom and I would like to hear from Agitator readers about your successful use of donor testimonials.

Roger