Donors are interested in what other donors are doing. That's why social proof -- telling them what others are up to -- is often a powerful tool in fundraising. Especially for influence the amounts donors choose to give.
But a recent study reported at the Neuromarketing Blog -- New Study Reveals Fundraising Risk -- reveals a potential downside to social proof:
Social proof, showing what other people are doing, is a nearly certain way to boost your nonprofit donations. If you show that many others are donating, you will convert more new donors. But a new study shows there's a risk of lowering donation amounts if you use social proof the wrong way.
But here's what the new study noted: Social proof can meaningfully lower average gift. What do we do with this seemingly conflicting information? The Neuromarketing blog has some thoughts:
- Don't use social proof. Only use it when it is likely to improve your results. So if average gifts are low, why mention it at all?
- Use broader social proof. If you're in a campaign or context that generates social proof for low gifts, widen your focus and look beyond that context for a number that resonates.
- Use qualitative social proof. It's not always about numbers. Testimonials from donors can also provide a powerful form of social proof.
- Promote the desired donation level. Just say, "Many people give this much" about a number you want people to give at.
- Urgency and social proof. Something like "57 donors gave $50 in the last week." This adds a time element to your social proof.
- Test, Test, Test Your Social Proof. This is a complex area that can give surprising results. Test to make sure your idea accomplishes what it's meant to without serious unintended consequences.
from Future Fundraising Now https://ift.tt/2tNawA6
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