Ep 318 | Creating Video Testimonals to Build Trust with Jonathan Schuessler

Are you struggling to build trust with your donors and community members? In this episode, I sit down with Jonathan Schuessler, a marketing strategist and videographer who has reached over 1.4 million users through authentic testimonial content. We explore how video testimonials can transform your nonprofit's credibility and help you connect more deeply with potential supporters.

Overcoming the Fear of Asking

Jonathan shares insights on:

• Why three out of four people say yes when asked for testimonials
• How requesting reviews actually increases referrals and word-of-mouth marketing
• Breaking through the mental barriers that prevent us from reaching out to satisfied supporters

Strategic Interview Techniques That Get Results

Discover practical approaches for conducting powerful testimonial interviews:

• The 10-question framework that puts the most important question at position six
• How to make people comfortable on camera, even with minimal equipment
• Using doorways for optimal lighting when filming with just a phone

Maximizing Impact Across Multiple Platforms

Learn how to:

• Create short, focused versions that capture the most compelling moments
• Repurpose content across social media platforms for maximum reach
• Use transcripts strategically to improve search visibility and AI discovery

Building Trust Through Authentic Stories

We discuss the power of featuring different perspectives:

• Testimonials from people directly impacted by your work
• Stories from recurring donors about their giving experience
• Board members and volunteers sharing why they stay involved

Jonathan emphasizes that the uniqueness of any organization isn't in what they do, but in how they treat people and make them feel. Video testimonials capture this emotional connection in ways that written reviews simply cannot match.

Whether you're working with a professional setup or just your smartphone, this conversation provides actionable strategies to help you gather compelling testimonials that build trust and drive support for your mission.

Want to skip ahead? Here are some key takeaways:

• 06:22 The Psychology of Asking Learn why most people are happy to help and how testimonials create a ripple effect of referrals.
• 12:15 Strategic Question Placement Discover the interview framework that gets to the most valuable content naturally.
• 19:30 Equipment and Setup Tips Understand how to create professional-looking testimonials with minimal resources.
• 26:45 Repurposing for Maximum Impact Explore strategies for using one testimonial across multiple marketing channels effectively.

Don't miss this opportunity to learn how authentic video testimonials can help your nonprofit build stronger relationships and increase support for your important work.

Full Transcript

[Sami Bedell-Mulhern] I love ideas that help us build trust with our constituents and communities, and also help with marketing. One of the best ways to do this is through video testimonials. We talk a lot about video, but how do you actually get people to leave testimonials, engage with you, and share their stories? When people hear from someone who’s been through the experience, it goes much further and builds more trust. That’s what we’re talking about today with my guest, Jonathan.

Jonathan is a marketing strategist, photographer, and videographer specializing in testimonial videos and weddings. With his organic content, he’s reached over 1.4 million users in his target audience, driving sales through building trust. In this episode, we’ll walk you through the whole process: how to think about testimonials, how to reach out to people, how to film them, and how to use them. I’m so excited for this episode!

Before we dive in, remember that this year is all about execution. If video testimonials aren’t your focus right now, that’s okay. There’s a resource in the show notes—a spreadsheet of all our episodes by topic, so you can find what’s most helpful for you, whether it’s donor stewardship, AI, mindset, or organization. Check it out to pick the episodes that will have the most impact for you.

Now, let’s get into testimonials—specifically, video testimonials. They’re so important and impactful for your business. Let’s hop into the episode.

You’re listening to the Digital Marketing Therapy podcast. I’m your host, Sami Bedell Mulhern. Each month, we dive deep into a digital marketing or fundraising strategy you can implement in your organization. Each week, you’ll hear from guest experts, nonprofits, and myself on best practices, tips, and resources to help you raise more money online and reach your goals.

Hi, friends! Please join me in welcoming Jonathan to the podcast.

[Jonathan Schuessler] Thank you for having me.

[Sami Bedell-Mulhern] We talk about video a lot, but today I’m excited to focus on testimonials and how we can use them to build trust. How did you get started using video for your business, and how has it impacted your growth?

[Jonathan Schuessler] I started in an agency and did a lot of wedding work. Most of my customers are from far away, so I had to build trust without meeting them. Many are uncomfortable on camera. When I first heard about video testimonials, I wasn’t sure how to ask, but when I did, three out of four people said yes. I also read a study that said if you ask people to rate you online, they’re more likely to recommend you to others. Testimonials have helped me get more inquiries and build trust, and I’ve seen the same for other businesses.

[Sami Bedell-Mulhern] I think people get stuck on asking for testimonials, thinking it’s too much to ask. But if people love what you do, they want to help promote you. It’s not a big ask, and it makes sense that people who give testimonials are more likely to refer you.

[Jonathan Schuessler] Exactly. Even with just Google or Trustpilot reviews, if you ask, 95% of people will leave a positive review. If you don’t ask, only dissatisfied people tend to leave reviews. That’s why most good businesses have ratings between 4.5 and 4.8 stars.

[Sami Bedell-Mulhern] Written testimonials are great, but video takes it to the next level. Did you go straight to video because you were comfortable with it, or did you ease into it?

[Jonathan Schuessler] I started with written reviews, but when I added video testimonials to my website, I saw a big difference. I usually record a 20-minute interview and edit it down to about a minute, focusing on the biggest fear or concern in the first few seconds. People stop watching after five seconds, so I want to address their main concern right away. Since adding video testimonials, people have fewer questions and are quicker to trust and sign up.

[Sami Bedell-Mulhern] That’s so powerful. Especially for nonprofits, building trust is crucial. I haven’t seen many nonprofits using testimonials effectively, especially ones that talk about transformation from the perspective of those served or donors. It’s an underutilized resource.

[Jonathan Schuessler] Absolutely. Even if you just use your phone, the most important thing is the audio quality. Bring a mic if you can, but don’t worry about making it professional. A donor sharing their experience, or someone impacted by your work, makes a powerful video.

[Sami Bedell-Mulhern] Sometimes the more organic, the better—it feels more real. The only time I’d want something super polished is for a big fundraising event or ad campaign.

[Jonathan Schuessler] User-generated content is great. If you upload a video, get a transcript and add it to the description. I’ve seen these show up in Google and AI search results. Posting your video on multiple platforms increases its reach, and if it gets good views, search engines will surface it more.

[Sami Bedell-Mulhern] That’s such an easy adjustment if you’re already doing video. Now, let’s talk about practical tips. Not everyone is comfortable on camera, and you have business goals. How do you guide the conversation to get the best testimonials?

[Jonathan Schuessler] I prepare a list of 10 questions for each testimonial, with the most important question at position six. I start with easy questions to get them talking, then move to deeper questions like, “Did you have any fears before working with me?” and “Would you choose me again?” These are the most valuable.

[Sami Bedell-Mulhern] Do you give them the questions ahead of time?

[Jonathan Schuessler] If they ask, yes. Some people want to know what to expect. I try to make them comfortable first, even if the setup is intimidating. If you’re just starting, you can do it on Zoom or Google Meet. Don’t get hung up on the technology—just get the content.

[Sami Bedell-Mulhern] Once you have the recording, how do you use it in your marketing?

[Jonathan Schuessler] I always use short versions—just what’s most important. For nonprofits, use them at conferences on an iPad, add QR codes to flyers, and put them on your website. If you can, get testimonials from someone impacted by your work, a recurring donor, and a brand ambassador or board member.

[Sami Bedell-Mulhern] During interviews, you also get valuable insights about your customers and language for your marketing. It’s a dual-purpose effort.

[Jonathan Schuessler] Absolutely. Customer support people know what customers want and their concerns. Use that info to shape your questions and address objections before they come up.

[Sami Bedell-Mulhern] For smaller nonprofits, these interviews are even more valuable because you’re still learning about your donors and what matters to them.

[Jonathan Schuessler] Exactly. And when you’re strapped for time, knowing these interviews serve multiple purposes makes it easier to prioritize.

[Sami Bedell-Mulhern] As we wrap up, is there anything you’d do differently or are excited about for the future?

[Jonathan Schuessler] Repurpose all your videos across different channels, even if you have to create new accounts. I’ve repurposed wedding venue videos from YouTube to Instagram and TikTok and reached over 2 million people. Republish your content—it doesn’t hurt, and you can reach new audiences.

[Sami Bedell-Mulhern] That’s a great reminder. You don’t always need to create new content—repurpose what you have. Jonathan, thank you so much for your time and tips today. If people want to connect with you, how can they reach you?

[Jonathan Schuessler] I don’t need more wedding inquiries, but if you’re a nonprofit looking for professional video testimonials, reach out. You can find me as Jonathan Schisler on most platforms, or message me if you have questions. I’m happy to help.

[Sami Bedell-Mulhern] Thank you so much for your generosity. We’ll have all the links in the show notes. Thanks for being here today!

[Jonathan Schuessler] Thank you for having me. It was a blast.

[Sami Bedell-Mulhern] Huge thanks to Jonathan for sharing his expertise. Video testimonials are powerful for building trust and engagement. That’s why this podcast is a video—even if my office isn’t fully unpacked! Seeing faces and hearing voices builds connection. Check out the show notes for resources, subscribe wherever you listen, and let me know if you can’t find us. We’re also on YouTube, with new episodes every Tuesday in 2026. Thanks for listening—see you next time!