Observation 2: In all my years of working with UUs in stewardship, I have found nothing so effective a buzz kill, so much of a set back for a stewardship campaign, as a poorly prepared and poorly delivered testimonial.
Observation 3: The distance between Observation 1 and Observation 2 can be razor thin: the line is easily crossed when testimonials are left to chance and not understood for their power and value.
Testimonials are an important part of any worthy endeavor. They bring the power of witness and of personal stories that we all can relate to and celebrate. On more than one occasion, I have seen the attitude and level of commitment of an entire congregation changed by a single testimonial. This is powerful stuff, and it feels like a privilege to be in the room when such a testimonial is delivered.
I have also seen the opportunity lost, sacrificed on the alter of an inappropriate or poorly prepared testimonial, given by someone who was ill suited to the task. How do you ensure testimonials in your congregation are among the former not the latter? By following some pretty simple guidelines. This is an area in which I often devote no small amount of time and energy to when working with congregations. We cannot cover it all here, but following are some fundamentals that will pay off just about every time.
Whether you have testimonials all year long or just for shorter periods, always think of them first not as individuals actions, but as a series of actions that work in harmony. By the end of your series or campaign just about everyone in the congregation should have had the opportunity to hear a testimonial from someone like them (young/older, gay/straight, single/family member, large donor/small donor, life time donor/first time donor, long time member/new member, etc.). Make a matrix of all the variations of people in your congregation you can think of and work towards building a slate of presentations that speak to everyone.
Next, select prospective members to give a testimonial, starting with the aforementioned set of factors. Ask people to do this one on one, not by a general call for testimonials or by leaving a message. People who are asked should understand they specifically are being invited to do this because you believe they have a story to tell and the congregation would benefit from hearing them speak. Not everyone has a good story to tell and not everyone can speak in public with a modicum of comfort. Look for people who have that story to tell and either can speak in public or can be helped to do so with a little practice.
Now, prepare the potential speakers so that they have confidence and the congregation is well served. In most cases, testimonials will relate to why people voluntarily contribute some of their wealth to the congregation, but its not necessary that all do so. Stories that explain the sharing of Time and Talent are also appropriate from time to time, as are testimonials that simply illuminate why being a UU or why being a member of your congregation is so important to the speaker. The volunteer should speak from the heart, telling their story, but its perfectly fine to share some other testimonials with them to help them think about how to do this.
One standard you should be very clear about is timing. A good testimonial need go no longer than bout two minutes. Any longer and it becomes a speech, and an unfair infringement on the overall time available for the service. If people come to expect short testimonials, they are more willing to actually listen. Timing can only be assured if you stress this point clearly and advise the volunteer to use notes, at least in practice and to time their delivery in rehearsal (yes, they need to practice before doing this “live.).
I have always found it helpful to first time speakers to offer to look over their notes/script for them, just to offer an extra set of eyes, not to censure or be a heavy handed editor. It’s also very helpful to offer to meet them a few days prior in the place where the testimonial will be given, so they can practice with an audience of one to get a feel for the sound system and how the room looks from the podium. And in the age of smart phones, it’s easy to offer to record a practice session for them, so they can see and hear themselves. Be encouraging and constructive in your suggestions: you want this to go well, but recognize this does not always come easily to people. This should feel like an opportunity to help and to tell their story, not like a test or a burden.
On the day of the testimonial, ensure their introduction is provided for and as they expect. If its possible to film the actual testimonial, it can be used, with permission, over again, in campaign videos, on the congregation’s web site, or excerpted in campaign printed materials. Two last items: (1) Don’t forget to say THANK YOU, more than once, to the speaker, including a personal note, and (2) Start a log of testimonials so that you can remember and others will know from year to year who has been asked, how they did, and where their testimonial may be found.
That will do it. Follow these guidelines and you will have effective testimonials, with the bonus of developing a whole group of people who can engage their fellow members on the meaning of stewardship.
Bill Clontz is the Southern Region’s UUA stewardship consultant and a member of the Congregational Stewardship Network. You can reach Bill through the CSN, through the Southern Region staff, or at bclontz@uua.org. Learn more about the CSN at http://www.uua.org/finance/fundraising/index.shtml .
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