The Rule of Social Proof: ‘If others are doing it, it must be the right thing to do.’
92% of consumers worldwide trust recommendations from friends and family above all other forms of marketing. People care about what others think and you can use that to attract new donors and supporters.
Tell the stories of your beneficiaries and supporters in text and pictures. A good story will spark emotion and empathy in your reader and persuade them to answer the call to action on your donate page. Images in the online world increase engagement by 313%. Not everything can be expressed with words, but nearly everything can be explained with visuals. Pictures help us relate to content, which will increase credibility and trust in your cause.
Use numbers on your website donation page. Show the number of people who have already given or who have fundraised for you to motivate visitors to donate. Tell your readers your total so far if you have a target amount to raise, this inspires them to help you reach your goal.
If you’ve received positive mentions from credible media sources, influencers or publications, put them on your website as well as key quotes from experts. Don’t forget to include social media buttons on your website pages to demonstrate broad support for your organisation and so people can easily share your content.
The internet has made social proof a powerful way to influence social behaviours. By building and increasing the visibility of social proof for your cause, you more clearly demonstrate the value of your organisation to prospective donors and fundraisers.