As fundraisers, we often focus on data, strategy, and messaging to inspire generosity. But one of the most powerful influences on donor behavior isn’t logic — it’s psychology. Social proof, or the idea that people look to others to determine how to act, can make or break your fundraising efforts.
When used correctly, social proof can boost donations and build trust. But when used poorly — especially in the form of negative social proof — it can drive donors away.
Negative social proof: It’s nothing but trouble
Consider the case of the Petrified Forest National Park in northeast Arizona. Park rangers frequently receive remorseful letters from visitors who took pieces of petrified wood and later regretted it. These letters, along with the stolen wood, have been compiled in a blog and book called Bad Luck, Hot Rocks.
Theft of petrified wood is a major problem for the park. To address it, researchers Robert Cialdini, Steve Martin, and Noah Goldstein conducted a study to see if they could reduce theft by leveraging social proof.
They divided the park into three zones: one with no sign (a control), one with a standard conservation message, and one with a negative social proof message.
The first sign read:
Please don’t remove the petrified wood from the park, in order to preserve the natural state of the Petrified Forest.
The second sign, using negative social proof, read:
Many past visitors have removed the petrified wood from the park, changing the natural state of the Petrified Forest.
The results were stunning: thefts in the zone with negative social proof tripled compared to the control group. By highlighting the fact that many people were already stealing, the message unintentionally encouraged more people to do the same.
Negative social proof in fundraising
The same principle applies to fundraising. Roger Dooley from the Neuromarketing blog highlights a major mistake in Wikipedia’s fundraising banners:
“Only a tiny portion of our readers give.”
This kind of messaging, while factual, reinforces the idea that most people don’t donate, making readers feel comfortable ignoring the appeal.
The power of positive social proof
Instead of emphasizing how few people give, use positive social proof by showcasing how many people do contribute. The shift from scarcity to abundance can change donor perception:
Instead of: Only a tiny portion of readers give. Try: Join the thousands of supporters who have already given this month!
Here are four positive social proof tactics you can implement today:
- Use progress bars. A donation thermometer or countdown can make donors feel part of a growing movement.
- Highlight donor testimonials. Showcase why others give to reinforce generosity as the norm.
- Tell individual donor stories. Stories are more emotionally compelling than statistics.
- Reference donor behavior in your copy. For example:
Make a contribution of $24.86 — the average donation we’ve received in the last week — and help us reach 1 million contributions before Wednesday at midnight.
Adding local references (e.g., “Join other donors from Seattle” or “Over 500 people in your area have donated!”) can also enhance this effect.
Why considering social bias is crucial
Understanding social proof and other cognitive biases isn’t just about persuasion — it’s also about helping donors feel good about giving. The way you frame your appeal can mean the difference between inspiring generosity or discouraging action.
So, take a look at your fundraising messaging. Are you using positive social proof to encourage generosity? Or are you unintentionally making it easier for donors to ignore your message?
By leveraging positive social proof, you can cultivate a culture of giving and maximize the impact of your fundraising efforts.
