Three ways to make use of Social Proof
The researchers, like most fundraisers I describe this experiment to, predicted that more people will now put money in the hat. But no-one I have ever asked this question to has correctly predicted the extent to which the income would go up.
The answer is, an extraordinary eight times more money gets put in the hat.
How does this idea help relationship fundraisers?
Psychologists refer to this surprisingly powerful influence factor as Social Proof. As Robert Cialdini points out, the passers-by may not have told their friends that a major factor in the action they took was that someone else had done the same thing. When asked, the passers-by always say they decided to give because they liked the song, or were feeling generous etc.
When I started out in fundraising, the main ways I tried to get better at my job were through common sense. For example I would try to better understanding the donor and I would tell them things that they might care about to do with our cause. And I’m not saying that these fundamentals are not important, because clearly they are very important.
But it did not occur to me then to proactively see mention other trusts / companies / donors as a way to help the person I was talking to, want to take action. A key factor that has increased my results is that I have become more aware of the broad range of factors that nudge the decisions we all make every day.
The Fundraiser Who Wanted More
A big reason I wrote my new book The Fundraiser Who Wanted More, is to share the many things that help you raise money, which are not so much common sense, as uncommon sense. They are techniques that make our job far easier, but which most people do not take advantage of.
Here are just three ideas for understanding the power of Social Proof can increase support for the causes you care about:
- More major donors – Attendees on the Major Gifts Mastery Programme raise more money because they take more focussed action and they dramatically sharpen their influencing skills. For example, the next time you organise a gala dinner or ‘get to know us’ event for major donors, it helps to put dis-proportionate effort into finding an existing supporter(s) willing to give a brief speech, telling the audience that they have made a donation. (Note, the fact that they give is more important than their reason for giving).
- Increased sponsorship through events – When you do a sponsored run or trek, think very carefully about who you approach first with your form. Getting one of your more generous friends to write their sponsorship amount near the top of the form makes it more likely that subsequent sponsors will be as generous as they can.
- Keener corporates – If you are a corporate fundraiser, proactively collect stories of existing partners who derive specific, clear benefit from partnering with you (eg increase footfall in the shop by 8%). The most successful corporate fundraisers I have interviewed over the last decade do this – it is a major factor in their ability to reveal a hunger on the part of the company to pursue rather than wait to be pursued.
On July 22, 2015 / Uncategorized
‘What I love about the Major Gifts Mastery Programme is it’s so practical. I’ve seen loads of monetary value come from what we learned, including a gift of £200,000 from a trust that came about because of the learnings in the course. If you want to raise more money, I’d urge you to do the Programme.’
Paul McKenzie, Head of Major Giving and Corporate Partnerships, Battersea Dogs and Cats Home
Rob's outstanding pitch training helped me secure a partnership worth £380,000 over three years. One of the crucial things he helped me do was to better understand the psychology of who I needed to convince, and use this to craft my influencing strategies, structure and stories to help them say YES. If you need to win more partnerships, I would absolutely recommend you get on Rob's training.
Karen Arkell, Senior Officer, Corporate Partnerships, Teach First
'We recently had a pitch we just had to win. I'm absolutely clear that what we learned from Rob helped us get the deal, which is a partnership that's going to raise £1 million. Rob is better at helping you influence your donor to get the gift than anyone I've met.
Ben Swart, Head of Corporate New Business, NSPCC
Rob's exceptional training has taken our programme to the next level. One example was a colleague re-connecting with a lapsed donor on the phone, resulting in a £100k+ gift; his first in four years. I would absolutely recommend Rob's training programme as an invaluable investment for any fundraising team.
Victoria Stephenson, Head of Major Donors, UNICEF UK
Following the course, Major Gift Fundraisers at the NSPCC increased gift income by 29%
Citation by UK Skills National Training Award
We're currently involved in our largest ever Campaign, with a target of £500 million, so we've invested in the best training available. Rob's courses have been an essential part of our annual King's Knowledge learning programme for the last five years, because he continues to help us get outstanding results.
Gemma Peters, Director of Development, King's College London
I’ve found the Corporate Partnerships Mastery Programme hugely helpful already. It’s helped me in so many ways, but as an example, I applied one of Rob’s pitching techniques and it completely wowed the panel, and has resulted in a partnership worth over £100,000.
Kieran Cornwall, Senior Strategic Partnerships Manager, Cystic Fibrosis Trust
I was on the pitch team to win a partnership worth £1,000,000. I was determined to pitch to the best of my ability. Rob helped me present with confidence, persuasiveness and enthusiasm, enabling me to connect with the pitch panel – and we won the partnership.
Kirsty Lawson, Corporate Account Team Manager, (Head of) at Alzheimer’s Society
Rob showed my corporate fundraising team lots of excellent new business strategies. The techniques made a made a MASSIVE difference to our financial results, including helping to win a partnership worth £2 million
Jess Coombs, Head of Corporate Fundraising, Teenage Cancer Trust and formerly at Action for Children
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