So, there’s a moment I’ve seen again and again in client conversations that I wanted to share with you.
It happens when we’re talking through goals: visibility, awareness, growth and engagement. The usual suspects. Then I ask, “Do you have any testimonials or success stories we can work with that demonstrate your mission in action?”
That’s when the “light bulb” moment ensues, and eyes light up.
Not because they don’t have great stories. They totally do. It’s because most people don’t immediately think of those stories as a tactic. They may think of it as a “nice-to-have.” Or a “maybe we’ll add that later” item.
But when we start unpacking what a real story or set of testimonials can actually do, that’s when it gets really exciting.
Here’s why this tactic works so well:
It gives your message, mission, and brand a vehicle to reach more places. Instead of YOU saying what you do, you’re demonstrating your services, mission or impact in action through someone else’s firsthand experiences.
That’s third-party credibility. And it’s powerful. It feels more believable because it’s not your team cheering for your team. It’s someone on the outside saying, “Here’s what changed for us.” Authenticity cuts through the noise.
When the story is clear, has a genuine emotional tie and is easy to share, it spreads. That’s word-of-mouth, but with a little strategy behind it.
Also, with your client's permission, you can repurpose one strong story across every channel, including your website, socials, sales decks, board updates; you name it.
How I help clients capture it quickly
I work with clients to determine who the “main character” is in the story they’d like to tell, and I arrange a 30-minute call to gather details. Then I deliver:
It’s over to you for review within 7-10 business days.
A gentle nudge if you’re reading this thinking, “We have one of those stories…”
You do. And it’s probably a good one!
If you’ve got a client win, a donor story or a “this is why we do what we do” moment you’d love to turn into reusable content, send me a message. I’d love to help!