The Ultimate Guide to Creating Testimonials That Demonstrate Your Mission and Attract Social Impact Stakeholders

There’s a reason why Amazon, Google, and Yelp reviews are so popular. We value the opinions of others, especially when we’re making decisions on whether or not to invest our time, money, or support into a product, mission, or organization. 

Marketing your organization is vital, but what will really make it stand out is having stellar testimonials from real, enthusiastic people. 

Gathering and utilizing strong testimonials can make a huge difference for your organization because they can turn potential customers, donors, or partners into dedicated stakeholders and avid fans. 

That’s where this guide comes in! 

You’re already a fantastic advocate for your organization on your own, but all the work doesn’t have to fall solely on you.

Building a library of powerful testimonials you can pull from will drive more supporters, customers, volunteers, and partners to your organization—and help spread your mission even further. 

With this ultimate guide, you’ll learn more about…

1. The best questions to ask to get the most useful testimonials 

   Great testimonials start with great questions. If you’re wondering how to get your customers, donors, volunteers, and partners to provide thoughtful and valuable testimonials that showcase the strengths of your organization, this guide is chock full of sample questions and pro tips.

2. The different types of testimonials and how each may benefit you

   Whether it be a written testimonial in the form of a Q&A, a short story, or a video testimonial, different formats can work better for different businesses, initiatives, or platforms. 

3. How to make the most of your testimonials 

   Once you have them, you have to use them! Your testimonials should become an integral part of your marketing strategy and be displayed in multiple spots. These gems are proof that your organization changes lives and makes a positive impact, so share them every chance you get.

4. Examples of strong testimonials 

   To give you a teaser of what you can expect to see in this guide, here are a few sneak peek examples:

If you’re a nonprofit, draw inspiration from this video from Habitat for Humanity, which highlights a volunteer’s experience. Or, take a look at how SERV International uses a short story format to tell the story of Rebecca, a young woman directly impacted by their work and mission.

If you’re a for-profit, see how Thrive Cosmetics uses a real customer video to demonstrate the benefits of one of their products. I also have client testimonials for Signify showcased on my Instagram, my website, and via email blasts.

This is just the tip of the iceberg of all you can learn about creating and showcasing testimonials. 

The work you do is important, and this guide gives you the tools you need to create testimonials that demonstrate your impact and attract new stakeholders to your cause.

Though the process of asking for testimonials can seem intimidating, the benefit of having strong first-hand accounts advocating for your organization will amplify your efforts, your voice, and your mission.

Grab your guide here:

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I'm Kristi Porter, and I started Signify to help small nonprofits and for-profits with a social mission get noticed and grow through effective marketing and communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to make sure you focus and shine. When you succeed, we all win.

How to Increase Your Impact Through Product Packaging

Whether you’re a brick-and-mortar or an online store, as a cause-focused organization, you already know that your products change lives. But have you thought about how your packaging can take it a step further?

Yes, you want to minimize costs to help as many people as possible, but what if premium product packaging could actually provide you with a greater return on investment, more loyal customers, and spread your mission even further?

Want proof? Read on for my Q and A with Bob Dalton, founder of Sackcloth & Ashes, to learn how to increase your impact through product packaging.

As a big fan of this social enterprise, I was delighted to have a few minutes of Bob’s time, and he has some valuable lessons for you.

Why Great Packaging Matters for Your Mission

Q: When did you decide that the product packaging would become an important part of relaying your mission to customers? Why was the unboxing experience important to you?

A: In 2018, we launched Blanket the United States, our campaign to donate one million blankets to homeless shelters by our 10-year anniversary on June 1, 2024. To compliment this campaign, we felt that we needed customized packaging for the blankets that not only shared information about our campaign, but also allowed people to patriciate on a deeper level.

On the inside bottom of our boxes it says, “Take it a step further: Place the following items in this box and donate to your local homeless shelter.” Then there is a list of items, inviting people to fill the box and donate it. This was our way of repurposing packaging and allowing people to further make an impact.

How to Source and Develop the Perfect Packaging

Q: The current version of the box is very sturdy, has a map of the shelters you partner with, and tells people what to donate to their local shelter if they want to continue the mission. Did it go through several revisions and stages?

A: Sourcing the boxes was quite a process. We got about 15 different samples from manufacturers around the world. One of our first orders was around 5,000 boxes, so we had to be extremely strategic in who we chose in order to eliminate as much risk as possible. We needed the boxes to feel and look premium. 

Make Your Product Stand Out—Even With a Small Budget

Q: What advice would you give to brands who have yet to launch or are in their early stages who also want their product packaging to be unique and convey their mission, but have small budgets and are still bootstrapping?

A: It’s worth upping your prices $2-$5 to ensure you have premium packaging. Think of all the most elite product companies: Apple, Nike, etc. When you get a product, the first experience with your product matters.

Packaging is not something you use to sell to customers, but to create returning customers. Our company has over a 20% repeat customer rate—packaging is part of that. 

Customize Your Packaging for Partners

Q: You have quite a few corporate partners, and you also customize the boxes for each partnership. Was this a “surprise and delight” factor or a selling point?

A: Companies love their logos on stuff. Since we don’t allow other companies’ logos on our product, the box the blankets come in became the vehicle to allow us to do custom branding without jeopardizing or cheapening our brand.

Seeing the Impact

Q: How have customers responded to the boxes?

A: I receive photos and messages all the time from people saying that they filled their boxes up and took them to a shelter. I love seeing people take it a step further and become contributors. Many people want to make a difference but don’t know where to start—our boxes are that start.

Unboxing the Product

Thank you, Bob, for your thoughts and incredible, purpose-driven product!

When I received my very own Sackcloth & Ashes’ blanket, I was absolutely wowed by the packaging! It was definitely a “surprise and delight” factor for me, and made me instantly love the product even before I held it in my hands.

The box does a terrific job of explaining the company’s mission, how customers are already a part of it, and other steps customers can take. The simple act of opening the product made me feel like I was making a real difference. Curious to see it for yourself? Take a peek at my beautiful blanket and watch me unbox it here:

If you want to hear more about Bob and the Sackcloth & Ashes story, be sure to also listen or watch his interview on the Logistics with Purpose podcast series, presented by Vector Global Logistics and Supply Chain Now. You’ll be inspired—I certainly was!

How does this make you rethink your product packaging?

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Bob Dalton is the founder and CEO of Sackcloth & Ashes, a mission-driven company that gives a blanket to a homeless shelter for each one purchased. In June 2018, he launched Blanket the United States—a campaign with the goal of donating one million blankets to homeless shelters by 2024. He now works to bring awareness and resources to grassroots organizations and speaks at events on the topics of entrepreneurship and social sustainability.

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

How to Navigate the Legal World of Cause Marketing

When I first heard Sam Mazzeo of In Better We Trust speak at a conference a few years ago, I was immediately impressed with his ability to make legalese sound interesting and approachable. I know, what a skill, right?

So, when he posted about cause marketing on social media a while back, I knew I needed to have him further explain it to you as both a lawyer and an advocate of social impact. If you’ve been looking for the one-two punch of a for-profit / nonprofit partnership, you’re gonna want to listen up, and maybe take some notes.

Commercial Co-Ventures may not be a term you’re familiar with (yet), but you’ve certainly seen it in action—and you’re probably dying to give it a try. However, before you jump into this type of committed partnership, read Sam’s take on how to navigate the legal world of cause marketing. Your cause will thank you.

WHAT IS CAUSE MARKETING?

You may not know it, but Cause Marketing, or Commercial Co-Ventures, is all the rage in the social impact space these days. So, what is it?

Cause Marketing is when a for-profit business promises to donate a portion of their sales proceeds from a product or service they sell to a nonprofit organization.

Simple, right? Not so fast . . .

Typically, the for-profit already sells products or services and, by virtue of making a promise to donate a portion of its revenue to a charity, the marketing campaign becomes a Cause Marketing campaign. Meaning, this can happen legally even if you didn’t intend it to!

A successful example of Cause Marketing (that didn’t happen by accident) is the NFL’s A Crucial Catch Campaign, also referred to as “NFL Pink.”  This campaign is a joint effort between the NFL and the American Cancer Society to raise money for cancer research and awareness. The NFL auctions game apparel and equipment that bears a pink ribbon logo and sells NFL Pink merchandise. In turn, the NFL donates a portion of proceeds from these auctions to the American Cancer Society. Not only does the NFL gain some positive PR, but the American Cancer Society has also received approximately $7 million dollars from the campaign.

Not too shabby, right?

THE FINE PRINT: REGULATIONS ON A COMMERCIAL CO-VENTURE

Obviously, when a Cause Marketing campaign is successful, both the non-profit and the for-profit benefit financially and in a public relations sense. Cause Marketing, however, does require some compliance and oversight to keep it legal.

In many states, when a business engages in Cause Marketing, the business and non-profit legally become a commercial co-venture, which can trigger various regulations. Marketing language that puts you in the commercial co-venture category includes:

• For each ______ sold, we will donate to ______.

• Send in five ______, and we will donate $10 to ______.

AKA if you advertise to the public that proceeds will be donated from sales, you’re in the Commercial Co-Venture world, folks!

Many states have implemented regulations on commercial co-ventures in an effort to keep consumers well informed and to ensure businesses do not merely say that proceeds go to charity when they actually do not. Regulations and enforcement vary from state to state, which can present some difficulties and confusion for national campaigns.

Cause Marketing Regulations and Requirements

Generally, the regulations and requirements include:

• Registration Requirements: A requirement for the business to register with the state by filling out a commercial co-venture registration form. Generally, annual reports must be filed with the Attorney General of each state.

• Contract: In some states, the business and the charity must enter into a written contract with specifically required provisions and file the contract with the state.

  • Pro California Tip: In California, if you have an agreement in place with the nonprofit, you likely don’t have to register with the Attorney General!

• Reporting by Charities: In some states, the charity must file a statement prior to the campaign and include the promotion in its annual reporting.

• Accounting: A complete accounting and retention of those records is often required upon completion of the campaign.

• Disclosures: The for-profit is likely required to include language regarding the specific amount or percentage of proceeds that will be donated in all of the campaign materials.

Unfortunately for all of you cause-marketers, states vary as to the extent of enforcing these regulations. Generally, the biggest consequence in failing to comply is bad publicity for the for-profit.

For a Goliath like the NFL, bad publicity is pretty easily absorbed. For a growing business or new nonprofit, on the other hand, bad publicity can be disastrous. For example, take the case of a for-profit that was required to contribute additional money to a nonprofit because the language in a campaign was ambiguous or misleading in regards to how much of the consumer’s purchase would be donated. In 1999, Yoplait was required to pay several million dollars in additional contributions to the Breast Cancer Association because of unclear promotion terms.

To sum it all up, find a sweet product that your nonprofit wants to endorse (or find a sweet nonprofit if you’re the for-profit), create a joint campaign that is compliant and discloses the donation percentage, and shout that campaign from the rooftops.

If all goes well, the nonprofit sees an increase in donations and the for-profit sees an increase in sales. It’s a win for everyone!

Still confused? Watch me explain it again in this video.

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Sam Mazzeo is a Renaissance man, but like, an approachable one.

Here are some things he can help you better understand: trademark, business formation and securities, contracts, Halloween party planning, how to do a standing backflip, and the proper pronunciation of the word “GIF.”

But he can’t help you if your questions are related to birds. He isn't a big fan of birds.

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I’m Kristi Porter, and I help cause-focused organizations understand and execute effective marketing campaigns so they can move from stressed to strategic. Your resources may be limited, but your potential isn’t. Whether you’re a nonprofit, social enterprise, or small business who wants to give back, I’ll show you how to have a bigger impact.

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The Four Missing Pieces of Your Partner/Sponsor Presentation

Partnering with a small business—is it on your organization’s bucket list? It is for many small nonprofits and social enterprises. But it also seems a little elusive, doesn’t it?

First, you have to find the right potential partner. Then, you have to do a little wooing and a little schmoozing. After that, you might just secure your invitation to present your cause to the decision-makers.

It’s no small accomplishment making it this far! But finally, you’re in the room. So, what do you say?

Whether you’re seeking funding, in-kind-services, volunteers, or something else, there could be a lot riding on this meeting, both in the short and long-term. So, you certainly want it to go well.

If you’ve presented to a small business before, I’d urge you to dust off your presentation to look for the errors below. If this is your first time, consider it a head’s up.

Avoid these mistakes to have your potential partners and sponsors jumping at the chance to say, “YES!”

Missing Piece #1: Your Potential Partner

Is it possible that you’ve gone and made the whole presentation about you? That’s a common mistake.

Maybe you’re nervous, and all you can think of is you. Maybe you think you have something to prove. Maybe you want to adequately make your case. Maybe you’re just so darn excited about your organization that you can’t wait to share it.

All of those are perfectly normal, but while you’re fine-tuning your pitch, be sure to bring your potential partner or sponsor into the mix as well.

Don’t just let them see your mission. Let them see themselves in it.

Missing Piece #2: The Customization

Building on #1, I’d encourage you not to simply cut and paste your last presentation. Sure, many of the same elements will be included. But, where possible, tailor it to the people in the room. And I don’t just mean replacing the last guy’s logo with another one.

I always think it’s good to include both a mix of stats and stories. So, is there new research to support this potential partner or sponsor being involved? Is there a story that fits with the mission of the company? Is there something you’ve seen this business say or do that should be included?

Where can you edit a presentation to make it look like it was created for their eyes only? This kind of customization shows that you value them and their time. And it demonstrates that they are the perfect partner or sponsor for the need at hand.

Missing Piece #3: Your Confidence

Are you desperate for this help? Don’t show it! I know this can be very hard. I’ve been there myself—plenty of times.

But people don’t often give to desperation, unless it’s due to something like a natural disaster or tragedy. Otherwise, it can be a little scary for those at the opposite end of the table to realize all your hopes and dreams rest on them. Unless they have a savior complex, they may run in the other direction if you let them know that they are your Plan A, B, and Z.

If their decision is the make it or break it kind, it’s a lot of pressure to put on them. And, like individuals, companies want to give where they feel their money/services will be safe and best utilized.

So, what’s the alternative? Ask out of confidence. You undoubtedly have a lot to bring to the table, so put your best foot forward. Even if you really are desperate, make a list of the ways you benefit this company, what you do well, and the people you serve. I have no doubt it’s a great list, so let it inspire you as you make your “ask.”

Cause marketing (where for-profits team up with non-profits) is only growing, and that works in your favor. It’s possible this company has been waiting for someone like you!

Missing Piece #4: The Relationship

Listen closely, because this is the most important part. Unless you are just looking for a one-off favor or check, this is the part you can’t skip: the relationship.

The key piece of your presentation is the conversation that happens before and after the projector turns on and off. No amount of beautifully-designed slides will ever replace the dialogue between you and your potential partner or sponsor.

Don’t have designer on staff? This should be great news!

Take the time to cultivate this relationship for long-term success. Get to know the company and the people behind it. How can your mission enrich their efforts? They want to make an impact, too. It just might look different.

After the check’s in the mail, how can you continue to nurture the relationship for the future?

Not only is it easier to retain previous partners/sponsors rather than finding new ones, but building an engaged and dedicated partner could have significant, long-term effects for both of you.

I’m definitely an advocate of a good-looking presentation, but more than that, I’m an advocate of building relationships.

So, don’t leave these four pieces out of your next partnership or sponsorship presentation. They could just mean the difference between a yes and a no.

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Need a ready-to-edit presentation perfect for your next partner or sponsor meeting?

Bundle includes presentation template, talking points and content guide, customization tips, and a getting started video!

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I'm Kristi Porter, and I started Signify to provide writing and consulting services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing, and business communications. I also teach solopreneurs and small businesses how to incorporate philanthropy and giving strategies. I believe that cause-focused organizations are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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