How to Plan Your Organization's First Testimonial Video

How to Plan Your Organization's First Testimonial Video

Testimonial videos are among the most powerful content your nonprofit can create. A real person sharing how your organization changed their life builds trust in ways no marketing copy can match.

But if you've never produced one before, the process can feel daunting. Who should you feature? What questions do you ask? How do you make someone comfortable on camera?

Here's a step-by-step guide to planning your organization's first testimonial video.

Step 1: Identify the Right Story

Not every success story makes a strong video testimonial. Look for stories that have:

Emotional arc: The person faced a clear challenge, received help, and experienced genuine transformation. Before and after should feel meaningfully different.

Willingness to share: The subject is comfortable talking about their experience and genuinely wants to help others through their story.

Relatable struggle: Potential supporters should see themselves—or someone they know—in this person's situation.

Clear connection to your work: The transformation should be obviously linked to your organization's role, even if subtly.

Where to look:

• Recent program graduates or milestones
• People who've expressed gratitude spontaneously
• Long-term success stories where you can show lasting impact
• Staff recommendations from direct service teams

Step 2: Get Genuine Permission

Ethical testimonial collection requires informed consent:

Explain the purpose: "We'd like to share your story to help other people understand what we do and inspire donors to support our work."

Be specific about use: "The video might appear on our website, in email campaigns, and on social media."

Offer control: "You can review the final video before we share it, and you can decline at any point."

Respect "no": Some people will decline, and that's fine. Never pressure.

Document consent: Get written permission, especially for video that includes faces and names.

Step 3: Prepare Your Subject (Without Scripting)

You want authentic responses, not rehearsed performances. Preparation should reduce anxiety, not create scripts.

Have a pre-interview conversation: Talk through their story informally before the camera is present. This helps them organize their thoughts and reveals the most compelling elements.

Share general topics, not exact questions: "We'll talk about what life was like before, what changed, and where you are now" gives direction without creating rehearsed answers.

Address common fears:

• "There are no wrong answers"
• "We'll edit out anything you don't like"
• "Just speak naturally—we're not looking for perfection"
• "You can take breaks whenever you need"

Don't over-prepare: Too much preparation leads to stiff, scripted-feeling responses. Authentic moments happen when people are speaking from the heart, not memory.

Step 4: Plan the Right Questions

Great testimonial interviews follow a story arc. Here's a framework:

Opening (warm-up):

• Tell me a little about yourself.
• What were you doing before you connected with [organization]?

The Challenge (build empathy):

• What was life like at that point?
• What were you struggling with?
• How did that feel day to day?

The Turn (show your role):

• How did you first connect with [organization]?
• What was that experience like?
• What made a difference for you?

The Transformation (prove impact):

• Where are you now?
• What's different about your life?
• What does the future look like?

The Emotional Peak:

• What would you say to someone who's going through what you went through?
• How do you feel about the people who support [organization]?

Follow-up freely: The best moments often come from following unexpected threads. If something powerful emerges, explore it.

Step 5: Create a Comfortable Environment

Anxiety kills authenticity. Everything about the shoot day should minimize stress:

Location matters: Shoot somewhere the subject feels comfortable—their home, a familiar space at your facility, somewhere that feels natural to their story.

Minimize the crew: Too many people creates performance pressure. Keep the set small and intimate.

Build rapport first: Don't rush into filming. Chat casually. Let them settle in. Make sure they're relaxed before cameras roll.

Position thoughtfully: A comfortable chair, good natural light, minimal visual distractions behind them.

Keep it conversational: The interviewer should feel like a friendly conversation partner, not an interrogator.

Step 6: Let Emotion Happen

The most powerful testimonial moments involve genuine emotion. Don't shy away from it.

If someone tears up: Let it happen. Don't rush to change topics. Give them space. Often the most moving content comes immediately after emotional moments.

If they're struggling to articulate: Gently prompt with "take your time" or "what was that like?" Don't fill silence—sometimes the best responses come after a pause.

If they go off-script: Let them. The unexpected tangent often contains the most authentic material.

Step 7: Capture Supporting Footage

A testimonial isn't just an interview. Visual variety brings the story to life:

B-roll to capture:

• The subject in their current environment (home, workplace)
• Interactions that relate to their story
• Details that humanize (photos, objects, surroundings)
• Your organization's space where they received services

Why it matters: B-roll allows editors to show what the subject describes rather than just showing a talking head. This visual storytelling dramatically increases emotional impact.

Step 8: Plan for Distribution

Before you shoot, know where this video will live:

• Website: Full-length version (2-4 minutes)
• Social media: Shorter cuts (60-90 seconds)
• Email campaigns: May need specific versions
• Presentations: Format for live display

Planning distribution upfront ensures the production team captures everything needed for all intended uses.

Quick Reference: First Testimonial Checklist

Before the Shoot:

• [ ] Identified compelling story with emotional arc
• [ ] Secured genuine permission with written consent
• [ ] Had pre-interview conversation
• [ ] Prepared question framework
• [ ] Planned comfortable location
• [ ] Briefed production team on story and subject

Shoot Day:

• [ ] Built rapport before filming
• [ ] Created relaxed environment
• [ ] Captured full interview following arc
• [ ] Gathered B-roll footage
• [ ] Thanked subject genuinely

After:

• [ ] Shared final video with subject before publishing
• [ ] Received final approval
• [ ] Prepared versions for different platforms

Start Simple, Learn, and Grow

Your first testimonial video doesn't have to be perfect. Start with one strong story, learn from the process, and build from there.

Organizations that invest in testimonial content consistently see stronger donor engagement, higher trust, and more compelling communication across every channel.

For a comprehensive look at the full video production process, see our Complete Guide to Nonprofit Video Production.

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