How to Use Customer Testimonials to Increase Sales

When someone is deciding whether to support your fundraiser, your own words are just advertising. The words of other supporters are proof.

Testimonials — short quotes from people who've bought, given, or taken part — are one of the most persuasive tools in fundraising, and most fundraisers barely use them.

Why testimonials work

People trust peers more than organisations. A quote from "Sarah, mum of two" carries more weight than the same sentiment written by you. Testimonials provide social proof: they signal that real people have bought, enjoyed, and felt good about it — which makes the next person confident to do the same.

What to collect

The best testimonials are specific:

• Buyers: "Bought two coffee cards and the kids got their kit — win-win."
• Business partners: "The fundraiser brought us customers we'd never seen before."
• Volunteers and participants: "Easiest fundraiser we've ever run."
• Beneficiaries: "The camp meant the world to our Year 8s."

Ask for them naturally: after a purchase, after the campaign, or in a quick message to your most engaged supporters.

How to use them

• On your page. A testimonial near the buy button reassures people at the moment of decision.
• In promotion. A quote with a photo beats a plain post every time.
• In newsletters and emails. Social proof strengthens every ask.
• At the finish. "Here's what supporters said" celebrates the campaign and seeds the next one.

Make them credible

Use real names (with permission), real roles, and specific details. A photo of the person makes the testimonial dramatically more believable. And always be honest — never invent quotes or imply experiences that didn't happen. Fake testimonials destroy the trust that genuine ones build.

Make it easy to say yes

People rarely volunteer testimonials; they give them when asked. Send a simple message: "Would you mind sharing one line about your experience?" Make it a one-minute task, and offer to use just their first name if they prefer.

The multiplier

Every testimonial you collect is an asset that works forever — on your page, in your next campaign, in your year-round promotion. Start collecting them now, and your future fundraisers will sell themselves.

Your supporters are your best marketers. Give them a voice.