Friday, July 8, 2011
The Nature Conservancy has taken a lesson from the essential marketing playbook - Influence: The Psychology of Persuasion by Robert Cialdini.
In addition to soliciting donations via their website, they're also asking people to share the motivation behind their giving. This is their way of generating "social proof."
I first learned about the concept of social proof from my BFF Katya Andresen. (She's been writing about it since 2007!)
According to this post on her blog, "social proof is the powerful idea that if we think everyone else is acting in a certain way, we’re likely to act that way, too."
Why I Give is a classic example of using things people say about you and your organization (also known as testimonials) to generate more giving.
Again, from Katya, "Quotes from people talking about why they support you are powerful. Other people are often your best messengers."
In addition to demonstrating social proof, Why I Give is also a great way for The Nature Conservancy to:
1) Engage current donors by soliciting and highlighting their feedback; and
2) Do FREE market research to better understand donor motivations for giving.
What are you doing to show prospects that others are giving and they should join in too?!