Social Proof for Nonprofits: How to Collect & Leverage It

As a nonprofit, you are probably already familiar with the influential power of testimonials, endorsements, and the community’s voice. The philosophy behind this sway is called social validation or social proof. This concept, despite being prevalent for ages, gained a formal definition from psychologist and marketing expert Robert Cialdini in his book, “Influence”. His 6 Principles of Persuasion encompass reciprocity, scarcity, authority, consistency, liking, and consensus, all of which can play a role in the dynamics of social proof. It delves into why people say “yes” and how to apply these insights ethically in everyday life. This method is also sometimes referred to as social influence.

Social proof operates on the principle that people often look to others’ behaviors when deciding how they should act in a given situation, especially in ambiguous circumstances or when they are unsure of the appropriate course of action. This behavioral pattern can be traced back to our evolutionary past when sticking with the group likely meant survival. Even today, we’re wired to believe that there is safety in numbers and tend to trust the collective wisdom.

In the context of nonprofits, social proof can be harnessed in several ways. For instance, showing potential donors that many others have already donated can make them more likely to contribute. Sharing stories of people who have benefitted from a nonprofit’s work can also serve as powerful social proof. The same can be said for volunteers, board members, event participants, and more.

Collective Influence

Harnessing the community’s collective voice is the most fundamental form of social proof. If numerous individuals are supporting a cause, others are likely to follow, believing that there is safety and trust in numbers. The examples below all demonstrate different ways of using social proof. From showcasing the sheer volume of donors or impact to celebrity endorsements and personal success stories, these methods help potential donors feel more confident in supporting the cause.

1. Water.org: This organization co-founded by Matt Damon and Gary White, focuses on providing access to clean water and sanitation worldwide. They utilize social proof by showcasing their successful projects and the number of people they have helped on their website. They also highlight the celebrities who support them, reinforcing the credibility of their cause.
2. World Wildlife Fund (WWF): WWF highlights celebrity and high-profile endorsements and partnerships as social proof, such as their collaboration with Netflix’s documentary series “Our Planet.” They also demonstrate their impact through reports and infographics on their website, showing the number of conservation initiatives and their results.
3. Doctors Without Borders: This global medical aid organization provides life-saving medical humanitarian care, regardless of race, religion, or political affiliation. They use social proof by showcasing personal stories and testimonials from their field staff. These stories demonstrate the impact of their work and persuade others to contribute and support their mission.
4. American Cancer Society: They use a powerful form of social proof through their annual Relay for Life events. These events harness the collective action of communities across the country. The sight of hundreds of people participating, often including survivors, provides strong social proof that supporting the American Cancer Society is a worthwhile cause.

Fear of Missing Out (or the Feeling of it) (FOMO)

The scarcity effect, or the fear of missing out (FOMO), is a powerful motivator. By emphasizing scarcity in your campaigns, whether it be the scarcity of time (a time-bound campaign or an emergency response) or the scarcity of resources (limited event tickets or merchandise), you can stimulate urgency in your audience and drive higher conversions. Wrapping social proof into campaigns or events is typically a good way to bolster and leverage social proof for an organization.

Limited-Time Campaigns: Campaigns that are time-bound naturally induce FOMO because they offer an opportunity that may not be repeated. Think of an event like Giving Tuesday or a limited-time matching campaign, where donations are matched dollar-for-dollar by a generous donor. These campaigns often lead to a rush of last-minute donations due to donors’ fear of missing out on the opportunity to double their impact.

Exclusive Events: Hosting exclusive events or experiences for donors also triggers FOMO. This could be an exclusive webinar with a well-known expert, a meet-and-greet with a celebrity ambassador, or a behind-the-scenes tour of the organization’s work. The exclusivity of these events can make potential attendees feel they’d miss out if they didn’t participate.

Limited Quantity Items or Opportunities: Selling merchandise or providing benefits that are limited in quantity can create FOMO. This could include event tickets, special edition merchandise, or a limited number of spots in a volunteer abroad program.

Milestones and Goals: Showcasing how close an organization is to reaching a goal can also evoke FOMO. If a fundraising campaign is 90% towards its target, potential donors may fear missing out on being part of that success.

In each of these cases, the use of FOMO is closely tied to social proof. The anxiety around missing out on a rewarding experience is more pronounced when others in one’s social network are participating in, or benefitting from that experience. Therefore, the effective use of FOMO in nonprofit marketing often includes showcasing the participation of others to increase that sense of urgency and desire to join in.

Peer Similarity & Community Alignment

The principle of peer similarity builds on the concept that people tend to act in line with their peer group. Use this knowledge to create personalized content that appeals to your primary donor demographic. Draw a connection between the actions of these donors and the positive change they aspire to create by supporting your cause.

Community alignment taps into the inherent human tendency to form communities and align behaviors with those who we perceive as similar or share common interests with us. This principle is based on the psychological concept of “ingroup bias”, where we favor and is more likely to be influenced by those who are part of the same group as us.

In the context of nonprofits, understanding and leveraging this principle can significantly enhance fundraising and engagement efforts. Here’s how this can be applied:

Personalized Communications: To resonate with your audience, personalize your communication based on the donor’s profile. For example, if you know a particular group of your donors who are passionate about environmental conservation, gear your messages to highlight your organization’s work in that area.

Relatable Storytelling: Share stories and testimonials from donors or beneficiaries who share characteristics with your target donors. People are more likely to be moved by narratives from individuals who are similar to them or share the same values.

Highlighting Peer Actions: Showcase actions taken by peer groups. If your target donors see that individuals similar to them have donated, volunteered, or advocated for your cause, they are more likely to do the same. Tools like donor profiles or donor spotlights can be used effectively here.

Community-based Campaigns: Design campaigns around the idea of community. This could involve regional fundraising challenges, or support groups for a specific cause. This not only leverages peer similarity but also fosters a sense of community, encouraging more individuals to participate.

Group-based Incentives: Providing benefits or recognition to groups can also enhance peer similarity. For instance, acknowledging the collective efforts of a corporate team, a community group, or a club that contributed significantly to your cause can incentivize others to mobilize their own groups.

By aligning your nonprofit’s strategies with Peer Similarity and Community Alignment, you can tap into the power of shared identities, values, and behaviors, fostering stronger bonds with your donors and enhancing their engagement with your cause.

Endorsements and Leveraging Trust

Trust carries considerable weight in influencing decisions. This can come in the form of celebrity endorsements, trusted news sources, or even recommendations from a friend. Nonprofits can leverage this form of social proof by partnering with influential individuals or organizations, showcasing positive reviews, and sharing feedback from beneficiaries to highlight the quality of their work.

Endorsements and trust are interwoven, creating an influential form of social proof that can greatly bolster a nonprofit’s credibility and appeal. This form of social proof leans into the human tendency to trust and follow the actions or recommendations of individuals or entities we respect, admire, or trust. Here’s how nonprofits can capitalize on this form of social proof:

Celebrity and Influencer Endorsements: Partnering with well-known personalities who align with your cause can provide a significant boost to your visibility and credibility. These individuals often have large followings that trust their judgment, and an endorsement can direct a wave of support toward your cause. For example, UNICEF’s partnership with renowned personalities like Audrey Hepburn and David Beckham has helped the organization reach and influence a vast audience.

Peer Endorsements: Recommendations from friends, family, or colleagues carry a lot of weight as they come from trusted and relatable sources. Encourage supporters to share their involvement with your cause on social media or provide referrals. The more personal the connection, the more impactful the endorsement.

Testimonials from Beneficiaries: Stories or feedback from individuals who have directly benefited from your organization’s work can be powerful endorsements. These real-world experiences illustrate the tangible impact of your work, enhancing trust in your organization’s effectiveness.

Recognizable Partnerships: Collaborating with well-known organizations can also serve as an implicit endorsement. These partnerships show that respected bodies are willing to associate their name with your cause, signaling trust in your mission and operations.

Remember, authenticity is key when it comes to endorsements. The individuals or entities you partner with should genuinely align with your cause, and the stories you tell should be truthful. This ensures that the trust you build with your audience is solid and long-lasting.

Collecting & Leveraging Social Proof

The process of collecting social proof is intrinsically tied to fostering genuine relationships with your supporters, beneficiaries, and the broader community. It’s about encouraging your community to share their experiences, tell their stories, and express their perspectives – all contributing to a richer, more nuanced, and authentic portrayal of your cause.

The Power of Storytelling: Stories are a potent tool in the world of social proof. They provide a platform for your supporters and beneficiaries to share their personal experiences and show the real-world impact of your work. Encouraging the people your organization serves or supports to tell their stories invites others to see the tangible difference your cause makes.

One Clear Call to Action – “Share Your Story”: Keep your call to action simple and direct to promote engagement. A straightforward “Share Your Story” invites individuals to participate in an act that is simultaneously personal and communal. This act not only contributes to your repository of social proof but also strengthens the relationship between the individual sharing their story and your organization.

Timeliness and Focus: When collecting social proof, timeliness, and focus are key. People are more likely to share their experiences or impressions shortly after an event or interaction. Therefore, it’s beneficial to prompt for stories or feedback soon after a donor’s contribution, a volunteer’s service, or a beneficiary’s interaction with your organization.

Leveraging Collected Social Proof: Once you’ve collected social proof, it’s crucial to leverage it effectively. Feature these stories and testimonials on your website, in fundraising appeals, across your social media platforms, and in your newsletters. By doing so, you provide evidence of your work’s impact, foster a sense of community, and inspire others to get involved.

Inviting Authentic Stories & Relationships

In all of this, the importance of authenticity cannot be overstated. When your organization is seen as a facilitator of genuine stories and experiences, it cultivates deeper, more meaningful connections with its community. These authentic relationships further reinforce the strength of your social proof.

In essence, collecting and leveraging social proof isn’t just a marketing strategy; it’s a way to engage your community, amplify voices, and deepen the impact of your cause. It begins with a story and blooms into a network of authentic relationships, all rallying behind a shared cause.