Easy social proof for your donors

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Human beings crave knowledge about where they stand in relation to other humans. Social proof guides our attitudes and behavior. Most often, we use this information to move toward the norm we perceive.

It’s a bit of psychology that can have a lot of impact in your fundraising.

Here’s an interesting use of social proof in fundraising from the Seattle Humane Society

Socialproof

Our average gift is about $26. That gives the potential donor a piece of social information. A target. It’s interesting that it then goes on to suggest an amount just under the average. I assume they arrived at that through response testing. If not, they should test suggestions of $26 and just above $26.

A simpler and more common version of this is to circle one of the ask amounts and add a handwritten note, something like “Many people give this much.” (Though in recent rounds of testing, I’ve found this not to be very effective. It may have becoming overused.)

Your donors crave knowledge about where they stand. You have some of that information. Share it!

See also How negative social proof persuades people not to give.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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