Investing in Feedback and Testimonials – Yearly

Nonprofit workers are busy—they’re focused on fundraising, community outreach, and administrative work (among many other things!). Because of that, nonprofits often don’t have time (or the resources) to invest in feedback and testimonials.

What is a testimonial?

A testimonial is usually a fairly short quote or piece of feedback from a supporter or beneficiary that speaks to the work of your organization. If, for example, your organization funds inner-city schooling, you might solicit testimonials from the students who benefit from the education, or even the teachers or counselors that are employed there. In essence, a testimonial should help elevate your mission and goals, and emphasize the results of your impact.

Why investing in testimonials matters

While internal staff can always do the job of advocating on behalf of the organization and marketing the charity itself, it’s important to show that other people—external beneficiaries and supporters—feel strongly about your organization, too. Much like for-profit companies that invest in customer reviews, it’s imperative that nonprofits take the time to ask their communities how they feel about your organization. Here’s why:

1. It drives donations

Testimonials often draw on the heartstrings of donors, showing real people and the real impact of donations. With the right balance of emotional content, and inspiration to take action, testimonials can be a powerful tool for fundraising.

2. It can strengthen community ties

Soliciting testimonials signals to your beneficiaries that you care about what they think and that you’re taking into account the impact your organization has on their lives. Not only does this make beneficiaries feel good, it also shows other stakeholders that your organization is thoughtful and legitimate.

3. It shows real impact

Testimonials, like reviews, give your organization social proof. This allows donors and other potential stakeholders to not only see the impact of your work but feel confident that your charity has active supporters and real communities behind them.

What is feedback?

Soliciting feedback is much different from soliciting testimonials. Testimonials are usually more of a marketing tool. Feedback, however, is internal-facing and helps the organization to improve its systems and strategies to better serve its communities.

Why investing in feedback matters

Usually, people think of gathering feedback as a for-profit company method, to help boost sales or improve products. However, gathering feedback is just as important to nonprofits as it is to for-profit organizations—just for different reasons.

1. It helps organizations better serve their communities

By soliciting honest feedback from recipients, nonprofits have the unique opportunity to strengthen or revise programs or services to better meet the needs of those they are serving. It’s a great opportunity for an organization to audit their work and get real insights into their progress.

2. It makes beneficiaries feel respected and seen

When organizations survey their recipients and ask how they might improve, it makes beneficiaries feel respected and seen. It shows that an organization really cares about the impact of its work and the people that benefit from it.

3. It helps staff

Soliciting feedback from recipients can also help internal staff members feel less stressed. And, it can help them be more efficient. If staff is aware of major pain points or areas of confusion, organizations can redefine roles and responsibilities to help the organization run smoother and help take some work off of staff shoulders.