How nonprofits can use social proof to increase donations and support.
In an era where trust is currency and attention spans are short, testimonials are a shortcut to communicating credibility and impact. For nonprofits, testimonials can be from programme participants, partners, or donors.
The psychology behind testimonials
It’s the psychological phenomenon of social proof that makes us tend to follow the actions of others. This effect is particularly powerful in the digital space. For NGOs, testimonials from donors, partners, beneficiaries, or team members can be a tool for persuading potential supporters to act.
If you’ve ever read an online review, you know the power of testimonials. BrightLocal research suggests that 98% of people read online reviews for local businesses, and 79% trust them as much as personal recommendations.
The same principle applies to nonprofits: people are more likely to support a cause when they see others doing so and gaining a benefit. The ‘bandwagon effect’ and ‘confirmation bias’ help explain why this is so effective. People tend to trust people like themselves, and testimonials offer low-pressure insights into real-world results. They reduce perceived risk, so they can nudge someone (a potential donor, for example) who is considering financial support or strategic collaboration.
Structuring testimonials for maximum impact
I started thinking about the value of testimonials because of a project we’ve been working on with education nonprofit Thaki. This year is their tenth anniversary and we’ve been planning how to celebrate and mark this milestone. As we’re reviewing the website, we asked ourselves whether the testimonials there were working to best effect. We wanted to highlight the voices of Thaki’s many partners and supporters, sharing the value they add and building trust with new audiences who will see our campaign.
First we organised the testimonials into three categories:
1. The voices of participants
People who benefit from Thaki’s programmes speak with the clearest voice about their impact. This type of testimonial is often emotionally compelling because they exemplify the organisation’s mission in action, told directly by those impacted.
“Through Thaki’s program, I was introduced to topics I had never explored before, including design, which would soon become my passion.”
– Manal Elmasry, Thaki’s student
2. Internal team perspectives
Staff member testimonials highlight the passion and professionalism of the team. We want potential job applicants to see these, and anyone who wants an insight into the organisation’s culture.
“When I was first told that I would be teaching computer classes to first graders, I admit it, I thought, ‘What kind of program would be suitable to support these students? There is no such thing.’ After seeing Thaki’s content I thought to myself, ‘Everyone should have access to these programs in countries around the world!’ Especially when we consider refugees, or those living through war, those living in poverty, or those who are orphans.”
– Mr. Mohammad
3. Partner & donor testimonials
These demonstrate credibility and show that respected organisations and individuals trust your work.
“Technology gives us the opportunity to twist the pedagogy where we can actually create critical thinkers, we can create problem solvers, we can create innovators.”
“Rudayna came to me with this idea….it was something that aligned with our school’s mission and so we jumped at the opportunity to partner with Thaki.”
– Victor Guthrie, Assistant Superintendent – American Community School of Abu Dhabi
“Thaki differs from the other NGOs that we deal with in its professionality, its commitment…they are actually showing us where it’s going.”
– Zaid Al Bassri, IT Leader- Iraq & Levant GE Digital
Five tips for using testimonials on your purpose-driven website
If you are planning to collect testimonials for your organisation’s website or social media, here are some suggestions of best practice based on our experience.
1. Keep it concise
One or two sentences. Long text overwhelms readers and is less effective on mobile.
2. Use names, titles, and photos where possible
Names don’t have to be real, but they should be realistic. Photos can obscure identity by being taken from behind or blurred. (Always ensure you have informed consent.) For non-sensitive areas, it is great to have a real name and organisation attached – that way we know that you haven’t made the testimonial up yourself.
3. Representative range
Reflect a range of roles, genders, geographies, and experiences, especially if you work in inclusion-focused spaces.
4. Support with video or audio if you can
While video and audio can increase the cost and time of production, making the testimonials feel more immediate and real increases their impact. Published research found that video and video + text versions of the stories led to higher levels of both engagement and sympathy with the characters featured.
5. Place testimonials strategically
Best-performing websites integrate testimonials wherever they may be relevant. Some suggestions include:
- Homepage (as a slider or highlights – for the key messages)
- Donation or action pages (to compel action)
- About page (to establish credibility)
- Impact or Results pages (to illustrate success)
Authentic Voices, Real Impact
Testimonials are not just decorative. They are powerful, research-backed tools that enhance credibility, build emotional connection, and can prompt users to take action. Structured correctly, they help purpose-driven organisations demonstrate value clearly and persuasively.
AMS helps nonprofits and impact organisations craft testimonial and impact communications strategies that convert. Whether you’re refreshing your website or building donor trust, we can help structure your social proof to make a lasting impression.
If you’d like help shaping a testimonial strategy that strengthens credibility and increases donations, you can explore our websites support or digital comms audit, and get in touch to start a conversation.
