Member testimonials are a huge asset to your association. While you know that you offer great benefits and powerful experiences to members, a member testimonial confirms that offering through a consumers perspective, which is usually much more powerful.
Customer Review = Member Testimony
Think about the last time you made a purchase online. You probably read a review, right? It’s not enough to take the company’s word for it; you want an honest, transparent review from a real customer so you know exactly what you’re getting into. You could say the same for memberships.
A prospect doesn’t care about your long page of benefits if there’s no proof in it. But a benefits page plus 3 member testimonials? Now we’re getting somewhere. By adding the testimonials, you’re giving prospects a chance to draw their own conclusions based on a candid review.
So how can you collect great testimonials that cause a prospective member to act? Let’s break it down below.
The When
Asking a member for a testimonial or review of your association can be scary. What if they say no? Or worse, what if they write a bad review? Prevent a PR nightmare by knowing when to ask. Some of the best times we suggest are:
- Post Successful Event – Make sure to follow up within 24 hours. A member is more likely to remember a positive experience directly following an event than even a week later.
- Postive Interaction – Utilize those positive experiences to not only develop your relationship with that member but also ask for a candid review.
- Increase Engagement – Notice a particular member has attended multiple events in the past month or is frequently engaged on a discussion board? Reach out to them. Thank them for their engagement. If they seem willing, ask for the review then.
The Where
While email is definitely the easiest way to collect a testimonial, a phone call will give you more information. Have a conversation first and when it feels right, ask for a testimonial.
Similar to our suggestion above, an event is a great time to collect testimonials. Instead of waiting 24 hours to follow up with an email, have a camera crew walk around at the event and ask members for a video testimonial. Not only is it easy for the members and probably more candid, but it’s easier for a prospect to consume as well.
The How
Now that you’ve determined the optimal time and place, it’s time to strategize how you’ll ask them. When asking, make sure to always give options. Don’t assume a member will want to share their testimony just because they had a positive experience or are engaged with your group. Some folks don’t like that attention. Politely ask then leave the ball in their court.
Member testimonials are key to recruiting new members. Use events or positive interactions as a stepping stone to the ask and always give them the option to say no.