Hello Indiana, Working out the best charity to donate to is tough. A lot of people aren't inclined to invest a lot of time and effort into the decision. As a result, they are often left with concerns about whether they're making the right decision. That's why social proof is so powerful.
Social Proof Is Crucial On A Donation Page
Social proof allows people to rely on the judgment of others when choosing a charity. It also reassures them that they've made the right decision. When people see that others have donated to a charity, it can boost their own likelihood of donating.
The need to provide this kind of reassurance is particularly important at the point of donation. This is the moment when people have their doubts, and so this is the moment to show them that others believe in the cause.
So what are our options for using social proof on our donation pages?
Highlight The Experience Of Other Donors
Our first option is to highlight the experience of other givers. We can do this by including written testimonials. But, I've found that people are cynical about the validity of such quotes. If possible, I favor video testimonials. Failing that, try to use quotes people have posted online so you can link back to the source.
It also helps when the endorsements come from respected figures or influential community members.
Show Donor Activity
There are alternatives to showing a small number of selected testimonials. Instead, you can show a live feed of recent donations. These showcase the steady stream of support that the organization is receiving. This is an effective strategy often adopted by ecommerce websites. Platforms like WiserNotify, Nudgify and ProveSource make this functionality easy to set up.
If you are uncomfortable with showing live donations, then a progress bar could be a useful compromise. It still conveys a sense of momentum and growing support for the cause without revealing individual donation amounts.
Build Credibility Through Third Parties
Credibility and trustworthiness can be further reinforced by adding press quotes. Certification logos are also another excellent alternative. For instance, you could display your rating from services like Candid or Charity Navigator. This will assure your donors that you will spend their contributions effectively and responsibly.
But, if you do adopt this approach, make sure you do more than show these organizations' logos. Most donors will have no idea who these organizations are, so it will fall to you to communicate this on your donation page.
Display Data and Progress
Finally, consider including some key data from your impact report. This isn't strictly social proof. But, it does show the impact of past donations. This reinforces the organization's effectiveness and trustworthiness.
There is a lot more that could be done with social proof across your site, from telling donor stories to user-generated content. But, your donation page isn't the place, as they're more likely to distract than drive people to donate.
Anything Helps
Implementing even some of the strategies I have outlined here will reassure users. It will give them confidence in their decision to donate.
Dealing with objections and concerns in the moment of donating is crucial to success. We'll dive deeper into this topic in the next email.
Until then, thanks for sticking with this course and don't forget to drop me an email, even just to say hello!
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