A Conversation with Dina Rickman, GoFundMe’s Senior Director of Consumer Growth

GoFundMe launched an international audio advertising campaign with SMI last year, which has seen meaningful success. In particular, SMI-written-and-produced testimonial podcast ads “Mira,” “Mackenzie,” and “Juan,” have driven a never-before-seen ROAS for the brand. I sat down with Dina Rickman, GoFundMe’s Senior Director of Consumer Growth, to talk about why SMI’s audio ads are resonating so strongly with podcast audiences.

Do you have a personal favorite ad SMI has produced?

My favorite ad is “Juan” because it so clearly encapsulates what you need to do on GoFundMe. I think what is really clever about it is how simple it is. I don’t think it’s something I would have written myself, because I’m so close to the subject matter. So working with SMI and knowing they have experts like you who are able to write that is really special and a really special value add that SMI has.

It really takes you beyond a marketing agency to the level of thought partner and strategic ally. So I thought that really helped us move the needle and provide a model of how we can really drill this down for the everyday person who doesn’t know this subject as intimately as we do.

Can you talk a little bit about the results you’ve been seeing since you started advertising with SMI? Why do you think these ads are resonating with audiences and inspiring people to start their own GoFundMe?

One of the main things that happened was one of our executives mentioned that his mother was like,”Oh my God, I heard the ad.” Lots of people have said, “I heard the ad and I loved it!” I think that’s when you know your creative is really being able to cut through [the noise] because people actually talk to you about it and say that they loved it.

Since launching GoFundMe’s audio campaign with SMI, you’ve since expanded your advertising internationally. You’ve run in the UK, Germany, Australia, Canada, and Mexico. How does the international campaign look at this point?

Similarly good. The UK program is 43% over the ROAS target on fully mature results. 

We’re already encouraged by early signals in Mexico. Based on current trends, we’re projecting a ROAS of 3.6x our KPI target. All of it has been really strong. 

How do the results you’ve seen with audio compare to results you’re seeing on GoFundMe’s other channels?

We’ve tried quite a few other things. We’ve tried quite a few other channels. And it surprised me with how well these produced podcast ads are doing compared to what we’d typically expect from a new channel. Normally, you test a channel and you kind of have to lean into it, and you don’t know if it’s going to work. But with this channel, you could clearly and immediately see the impact and it was extremely exciting. 

It was hard to predict  this could be such a win, but I am delighted that it is. The creative is 60 seconds, and you can really tell a story there, so I think that might be why it’s so big for GoFundMe because GoFundMe is all about storytelling. Audio is a key channel for us.

What are your hopes for future audio advertising with SMI?

We were looking at creative, and it’s had a max of 1.9 ROAS, but as of early May we were getting a 4 ROAS with the “Juan” ad. We can really push this format, and I feel like the more we work together, the more we’re going to learn together. 

I was looking at our metrics and we’ve had 170 million impressions since we started advertising with SMI. I think that’s important because we’re reaching people with a message that we’ve never been able to reach them with before, and we expect that  to compound over time.

So we’re really excited about the channel and really delighted to be working together. I don’t think this could have happened with any other agency doing a different thing. I think there’s something specific to SMI and how we’re working together that makes it work. This is a true partnership.

Keys to a Great Testimonial Ad

Great ads tell stories, and testimonials can be a powerful way to tell a bite-sized story in an impactful way that motivates listeners to act. Recently, SMI has produced numerous testimonial ads that have exceeded KPIs for our clients. What’s the secret to creating an effective testimonial ad? Here are our top five tips.

1. Make it Sound Natural

SMI has produced an array of testimonial ads for multiple clients, and we’ve found through testing that the ones that sound the most genuine work best. 

“We’ve done testimonials where we’ve brought someone to a studio to do a testimonial, but it’s scripted–or they practice what they’re going to say,” says SMI’s Audio Producer Lewis Gillies, “and the key we’ve found is to keep it as natural as possible, as real as possible.”

2. Don’t Over-prepare

When interviewing a customer for a testimonial, prepare a list of questions in advance. Give the interviewee an idea of what you will ask them about, but don’t send them the questions in advance. This will prevent the interviewee from scripting and memorizing canned answers and will enable them to respond in a way that is authentic during the recording. 

3. Be a Good Listener

While it’s best to prepare a list of questions for your interviewee, don’t feel obligated to stick to the script. Ask follow up questions as they arise. Listen closely to their responses and seize the moment if a comment opens the door to a potential topic you hadn’t anticipated. Have a conversation!

4. It Doesn’t Need to Be Studio Quality

Several of our top-performing testimonial ads were created from interviews conducted over Zoom. “It’s a real low-fi audio quality, but it feels real,” says Lewis. “It makes it sound not produced. It sounds like you’re talking to someone on the phone; it sounds like you’re talking to somebody who’s a human, who’s not AI, who’s not in a million-dollar recording studio sounding perfect. I think that’s a big part of it–keeping the natural, lo-fi feel that makes people feel they have something they can connect to, both sonically and from a story perspective.”

Kristy Martino, SMI’s Head of Creative Development, agrees. “The kinds of things that sound effortless actually take a lot of work and intention behind them,” she says.

5. Mention the Brand Name

Before starting the interview, tell the interviewee to mention the brand name in their responses whenever possible, and include the brand name in your questions as a cue to remind them to work it in. This way, even if you have to edit their testimonial to create a 60-second spot, you will likely be able to select clips containing brand mentions, which aids in memorability and recall. However, if the most compelling interview clips don’t mention the brand, intercut testimonial lines with scripted announcer lines to get those brand mentions in.

Final Thoughts

Though they often sound effortless, there is definite skill involved in crafting effective testimonial ads. The interviewing process requires listening skills and empathy. The interviewee should be passionate about their story, and–as in other types of audio ads–the brand name should be mentioned as frequently as possible. Bearing in mind that, you can create an audio ad that will be compelling, memorable, and emotionally resonant, helping to build a company’s brand while driving direct response.

Top Tips for a High-Performing Host-Read Podcast Ad

Host-read podcast ads work because they leverage something no other channel can replicate: trust between the host and their audience. The best ads don’t feel like ads—they feel like recommendations. Here’s how to get them right.

1. Let the Host Sound Like Themselves

The biggest mistake brands make is over-scripting. Host-read ads perform best when they sound natural, conversational, and aligned with the host’s usual tone. Give talking points—not a rigid script—and allow room for improvisation. Authenticity is what drives listener trust and action.

2. Match the Show’s Voice and Audience

A great host-read ad feels like part of the episode, not an interruption. Tailor your message to the podcast’s style, humor, and audience interests so it blends seamlessly into the content. Ads that align with the show’s tone are more engaging and better received.

3. Start With a Strong, Relatable Hook

You have just a few seconds to capture attention. Open with something that immediately resonates—whether it’s a question, a relatable problem, or a quick story. If listeners aren’t hooked early, they’ll mentally tune out or skip ahead.

4. Keep It Conversational, Not Salesy

Podcast listeners expect a casual, human tone. Avoid corporate language or overly polished messaging. Instead, write the ad like the host is recommending something to a friend—simple, clear, and easy to follow.

5. Focus on Benefits, Not Features

Don’t overload the ad with product details. Instead, highlight how the product improves the listener’s life. Clear, benefit-driven messaging is easier to understand and more memorable in an audio format.

6. Use Personal Experience or Storytelling

The most effective host-read ads feel like real endorsements. Encourage hosts to share their own experiences, anecdotes, or use cases. Stories make ads more engaging and help listeners visualize the value.

7. Keep It Tight and Clear

Even longer reads should feel concise. Avoid unnecessary filler and get to the point quickly. A focused message is more likely to stick and drive action.

8. Respect the Listener Experience

Host-read ads succeed because they don’t disrupt the flow of the show. Smooth transitions and natural delivery help maintain the listening experience—and keep audiences engaged instead of skipping.

Bottom Line

A great host-read ad doesn’t sound like advertising—it sounds like a trusted recommendation woven into the show. Prioritize authenticity, alignment with the host, and clear, benefit-driven storytelling, and you’ll dramatically improve performance.

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