3 Ways to Show "Social Proof" on Your Fundraising Pages
Does your "sales page" or "donation landing page" looks like this: Headline about your program/fundraiser and then a vague, generic call to action like "Donate today!" or "Support our cause!" or maybe even, "Buy now!"
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You're leaving a lot of money, support, and traction on the table with that generic language.
Here's the #1 thing you need to have on ANY online fundraising or sales page, that I see missing again and again!
Whether you're selling a product, monthly giving program, or tickets to an event/fundraiser, there's a big mistake I see over and over again sales pages.
A sales page could be for your fundraiser, program, or product... it doesn't matter.
It’s called “Social Proof.”
Click here for the scoop!
Social Proof might sound like a kitschy marketing term, but simply put, it's just 3rd party validation that what you're offering works.
Let’s dig a little deeper. Social Proof was first written about in 1984 by author Robert Cialdini in his book Influence. It investigates in the psychology of why people buy (or donate) and when used effectively, it can sway customers into action.
Your program or service has tangible results. People's lives have been positively impacted because of it.
Think about it… last time you were searching for the perfect sunscreen or sneakers, you likely landed on a page with “Reviews” — how often are you swayed to make a purchase or RUN far, far away from a product depending on how many “stars” they have?
Amazon is a perfect example of this - when we see that a product has 3,422 reviews and the average is 4.8 Stars… well, you can feel pretty certain in the purchase.
But, in that same scenario, if you see that a product has 2 reviews with an average of 2.4 Stars… well, you’re not feeling so confident in the product, right?
It’s the SAME thing for donors, supporters, or customers. They want to see that your program, service, or product is legit! The real deal. Impactful, high-quality, and tested.
So, let's look at some really simple, but VERY impactful ways you can illustrate Social Proof:
Peer-to-Peer Fundraisers: the power of seeing raving supporters is unparalleled. When I see friends, neighbors, and thought-leaders contributing to a cause it legitimizes it and it triggers the powerful FOMO factor. <can add screenshot from a P2P here>
Stats: one of my favorite ways for supporters to be wowed in an at-a-glance format is using stats! You can quickly illustrate results from services or programs and get an easy ‘yes’ from donors.
Testimonials or Case Studies: Ask volunteers and donors who already support your org or brand to share a quote about their experience. Share testimonials from past program participants. Often, orgs make the mistake of sharing testimonials that are way too long. On a fundraising landing page, you want to opt for short, clear, and high-level stories and quotes. Keep the best part of the testimonial and skip the rest (save it for a longer-form future blog!)
BONUS POINTS: photos and video! When you can, add photos to each testimonial or quote to further validate the social proof. Your audience will resonate with their story even more by adding photos. Download this free workbook to see of my favorite examples of Social Proof.