|Blog: March 2017|
The Power of Testimonials
I recently attended a conference, and during one of the sessions I sat in on, the speaker talked about the importance of testimonials. It was interesting to learn the significance of testimonials, and what a positive impact they can have on an organization’s reputation. Surprisingly, not many organizations, including associations, take advantage of such easy, and free, publicity!
Collecting positive feedback doesn’t have to take a lot of time out of your day. Even taking five or ten minutes every now and then to have a conversation with a willing member will do. Asking a member “Do you have 5 or 10 minutes to chat with me? You’re a very active member, and I’d like to ask you for your feedback about the organization. It’s important for our staff and the Board to understand how we’re doing...” can go a long way.
Before sharing the feedback you’ve received, the important thing is that you allow your members to describe what they like best about being a member, you capture their thoughts, and then you secure their permission to share their thoughts. Thank your member for offering their insights and feedback, and tell them how incredibly helpful and valuable it is to your association. Then, ask them if it’s okay with to use some of their comments in your marketing materials.
When sharing testimonials, be sure to use names, titles, and company names. One to three sentences is a good length for a focused testimonial, but longer is fine too. Don’t forget to share the testimonials you have received internally as well as externally. Sharing testimonials internally can have a significant impact on employee and volunteer morale, and it’s important for staff to hear how pleased a member is with your association’s work.
Where to Place Your Testimonials
There are several places where testimonials can be exhibited:
Using Testimonials to Acquire New Members
Testimonials and word of mouth are the driving force behind many purchasing decisions, and yet only some associations are actively seeking and sharing member testimonials on an ongoing basis. By engaging in the process of collecting and sharing testimonials, you can better entice prospective members and convince them that they should belong to your association.
Karen Murphy is Administrative Manager at McKenna Management, Inc., an association management company based in Westford, Massachusetts. She enjoys assisting clients with the budgeting process and financial performance analysis.