Full transcription
[Sami Bedell-Mulhern] I like ideas that help us build trust with our constituents and communities, and also help with marketing. One of the best ways to do this is through video testimonials. We talk a lot about video, but how do you get people to leave testimonials, connect with you and share their stories? When people hear from someone who has been through this experience, it goes a long way and builds more trust. That’s what we’re talking about today with my guest, Jonathan.
Jonathan is a marketing strategist, photographer and videographer specializing in testimonial videos and weddings. With his organic content, he has reached over 1.4 million users in his target audience, increasing sales by building trust. In this episode we guide you through the whole process: how to think about testimonials, how to reach people, how to film them and how to use them. I’m so excited for this episode!
Before we dive in, remember that this year is all about execution. If video testimonials aren’t your focus right now, that’s okay. There’s a resource in the show notes: a spreadsheet of all our episodes by topic, so you can find what’s most useful for you, whether it’s donor management, AI, mindset, or organization. Watch it to choose the episodes that will have the most impact for you.
Now let’s look at testimonials, specifically video testimonials. They are so important and impactful to your business. Let’s jump to the episode.
You are listening to the Digital Marketing Therapy podcast. I’m your host, Sami Bedell Mulhern. Each month we take a deep dive into a digital marketing or fundraising strategy you can implement in your organization. Each week you’ll hear from guest experts, nonprofits, and myself about best practices, tips, and resources to help you raise more money online and reach your goals.
Hello, friends! Please join us in welcoming Jonathan to the podcast.
[Jonathan Schuessler] Thanks for having me.
[Sami Bedell-Mulhern] We talk a lot about video, but today I’d like to focus on testimonials and how we can use them to build trust. How did you start using video for your business, and how has it impacted your growth?
[Jonathan Schuessler] I started at an agency and did a lot of wedding work. Most of my clients come from far away, so I had to build trust without meeting them. Many feel uncomfortable in front of the camera. When I first heard about video testimonials, I wasn’t sure how to ask, but when I did, three out of four people said yes. I also read a study that shows that if you ask people to review you online, they are more likely to recommend you to others. Testimonials have helped me get more inquiries and build trust, and I’ve seen the same thing with other companies.
[Sami Bedell-Mulhern] I think people get stuck asking for testimonials because they think it’s too much to ask. But if people like what you do, they will want to help promote you. It’s not a big ask, and it makes sense that people who give testimonials are more likely to refer you.
[Jonathan Schuessler] Precisely. Even with just Google or Trustpilot reviews, 95% of people will leave a positive review if you ask. If you don’t ask, only dissatisfied people tend to leave reviews. That’s why most good companies have ratings between 4.5 and 4.8 stars.
[Sami Bedell-Mulhern] Written testimonials are great, but video takes it to the next level. Did you jump straight to video because you felt comfortable with it, or did you take it slowly?
[Jonathan Schuessler] I started with written reviews, but when I added video testimonials to my website, I saw a big difference. I usually record a 20-minute interview and edit it to about a minute, focusing on the biggest fear or concern in the first few seconds. People stop watching after five seconds, so I want to address their biggest concern right away. Since adding video testimonials, people have fewer questions and can trust and sign up more quickly.
[Sami Bedell-Mulhern] That’s so powerful. Building trust is especially crucial for nonprofits. I haven’t seen many nonprofits use testimonials effectively, especially those that talk about transformation from the perspective of those served or donors. It is an underutilized resource.
[Jonathan Schuessler] Absolute. Even if you’re just using your phone, audio quality is the most important thing. Bring a microphone if possible, but don’t worry about making it look professional. A donor sharing his or her experience, or someone influenced by your work, makes a powerful video.
[Sami Bedell-Mulhern] Sometimes the more organic the better. It feels more real. The only time I want something super polished is for a big fundraising event or an ad campaign.
[Jonathan Schuessler] User-generated content is great. If you upload a video, provide a transcript and add it to the description. I’ve seen these appear in Google and AI search results. Posting your video on multiple platforms will increase its reach, and if the video gets good views, search engines will surface it more often.
[Sami Bedell-Mulhern] That’s such an easy adjustment if you’re already making video. Now let’s talk about practical tips. Not everyone feels comfortable in front of the camera and you have business goals. How do you guide the conversation to get the best testimonials?
[Jonathan Schuessler] For each testimonial I draw up a list of ten questions, with the most important question in position six. I start with simple questions to get them talking, and then move on to deeper questions, such as, “Did you have any fears before working with me?” and “Would you choose me again?” These are the most valuable.
[Sami Bedell-Mulhern] Do you give them the questions in advance?
[Jonathan Schuessler] If they ask: yes. Some people want to know what to expect. I try to put them at ease first, even if the setup is intimidating. If you’re just starting out, you can do it via Zoom or Google Meet. Don’t get stuck in the technology, just take care of the content.
[Sami Bedell-Mulhern] Once you have the recording, how do you use it in your marketing?
[Jonathan Schuessler] I always use short versions, which is exactly what is most important. For non-profits: use them at conferences on an iPad, add QR codes to flyers and post them on your website. If you can, get testimonials from someone who has impacted your work, a returning donor, and a brand ambassador or board member.
[Sami Bedell-Mulhern] During interviews you also gain valuable insights about your customers and language for your marketing. It is a dual-purpose effort.
[Jonathan Schuessler] Absolute. Customer service people know what customers want and what their concerns are. Use that information to shape your questions and address objections before they arise.
[Sami Bedell-Mulhern] For smaller nonprofits, these interviews are even more valuable because you’re still learning about your donors and what’s important to them.
[Jonathan Schuessler] Precisely. And if you’re short on time, knowing that these interviews serve multiple purposes will make it easier to prioritize.
[Sami Bedell-Mulhern] As we wrap up, is there anything you would do differently or are excited about for the future?
[Jonathan Schuessler] Reuse all your videos across channels, even if you have to create new accounts. I’ve repurposed wedding venue videos from YouTube to Instagram and TikTok and reached over 2 million people. Republish your content. It won’t hurt and you can reach a new audience.
[Sami Bedell-Mulhern] That’s a great memory. You don’t always have to create new content; you can reuse the content you already have. Jonathan, thank you so much for your time and tips today. If people want to contact you, how can they reach you?
[Jonathan Schuessler] I don’t need any more wedding questions, but if you are a nonprofit looking for professional video testimonials, please contact us. You can find me on most platforms as Jonathan Schisler, or message me if you have any questions. I’m happy to help you.
[Sami Bedell-Mulhern] Thank you very much for your generosity. We have all the links in the show notes. Thanks for being here today!
[Jonathan Schuessler] Thanks for having me. It was great.
[Sami Bedell-Mulhern] Big thanks to Jonathan for sharing his expertise. Video testimonials are powerful for building trust and engagement. That’s why this podcast is a video even if my office isn’t fully unpacked! Seeing faces and hearing voices creates connection. Check out the show notes for resources, subscribe wherever you listen, and let me know if you can’t find us. We’re also on YouTube, with new episodes every Tuesday through 2026. Thanks for listening, see you next time!
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