How to Use Social Proof to Boost Fundraising Results and Donor Trust
By Sandra Davis, CEO & Founder of Donorly
There’s a wonderful little magic trick our brains play on us: when we’re uncertain, we look around to see what other people are doing. And then we often do the same thing.
If you’ve ever slowed down to watch a crowd gather around a street performer, or found yourself joining in applause at the end of a performance—even when you weren’t sure it was over—you’ve experienced this firsthand.
In fundraising, this instinct isn’t just relevant—it’s powerful. It can be the difference between someone clicking “donate” or closing the tab.
This is the essence of social proof: our tendency to use other people’s behavior as a guide for our own. Robert Cialdini, in his seminal book Influence, outlines social proof as one of the six key principles of persuasion. The basic idea is simple: when we’re unsure of what to do, we assume the crowd knows best.
But what’s truly fascinating is how universal this instinct is—and how effectively it can be harnessed in fundraising to build trust, momentum, and community.
From Curiosity to Confidence
Think about it: if you’re visiting a campaign page for the first time and see a long list of donors who’ve already given, or you notice that the campaign is 86% to goal, what happens?
You feel reassured.
You’re not alone. Others have vetted this cause. There’s traction here.
And that’s a key point: social proof doesn’t create belief out of thin air. It gives people permission to act on the belief they already have.
That moment of confidence—the shift from “I like this cause” to “I trust this cause enough to give”—is where social proof shines.
What Does Social Proof Look Like in Fundraising?
Social proof comes in many flavors. In fundraising, there are several distinct ways this shows up, each tapping into different motivations and types of trust. Here’s a breakdown I often share with clients:
The Expert – Your Advisory Board is more than a formality. It’s a signal. Having respected experts—doctors, scholars, artists, community leaders—connected to your organization gives potential donors a shortcut to trust. Their presence signals credibility and importance.
The Celebrity – When a recognizable name is honored at your gala, it doesn’t just sell tickets. It sends a message: this person cares enough about your mission to be associated with it. And because we’re human, donors and guests want to be near them—and be like them.
The User – Testimonials from volunteers, clients, and partners can be incredibly persuasive. When those closest to your work speak positively about their experience, it tells others that the impact is real, the community is engaged, and the mission matters.
The Wisdom of Your Friends – How many of us have attended an event or donated to a cause because a friend invited us or asked us to? That first touchpoint—often casual and social—is a powerful gateway into long-term engagement. When someone we trust introduces us to a cause, we’re much more likely to lean in.
The Wisdom of the Crowd – This is where the big visible numbers come in. Donor walls, public-facing supporter lists, campaign totals, and messages like “More than 2,000 people have donated this year” all give potential donors the assurance that they’re joining a knowledgeable, active, and supportive community.
Each of these is a form of social proof—and each works in different ways to make giving feel safer, smarter, and more socially connected.
The Tools You’re Already Using (Even If You Don’t Realize It)
You may already be using some of these techniques—like a progress bar on your donation form, a testimonial in your annual report, or a short video featuring a grateful volunteer. These are trust-building tools.
Let’s look at common formats that tap directly into the power of social proof:
1. Campaign Progress Bars: More Than Just a Graphic
We’ve all seen them: donation thermometers, progress bars inching upward, countdown clocks during a match challenge.
These are psychological nudges. A progress bar that shows 78% to goal sends a signal: people are already on board, and we’re almost there. That “almost there” moment is often what turns curiosity into a contribution.
At Donorly, we often advise organizations to show progress early and often. Even if you're launching with just a handful of gifts, make those gifts visible. People want to join something in motion, not something that’s just getting started.
Pro tip: Be transparent about how the numbers work. Is your $100K goal a stretch goal or baseline funding? Clarity builds confidence.
2. Donor, Volunteer, and Beneficiary Stories: Real People, Real Signals
One of the most compelling forms of social proof is also the most human: storytelling.
When donors or volunteers share their “why,” it resonates. Their voice becomes a mirror for others—especially when their background or journey aligns with your prospective supporters. These peer voices remind us that we’re not blazing a trail alone—we’re joining others on a meaningful path.
Even more powerful? The voice of the people your mission directly serves.
When a beneficiary shares their story—whether through a quote, a thank-you letter, or a short video—it builds a direct emotional connection. Donors can see exactly where their money goes. They can feel the impact.
A grateful family. A newly employed client. A young student who’s just been given a shot at a brighter future. These aren’t just stories. They are social proof at its most moving.
Pro tip: Feature a wide range of voices to reflect the diversity of your community—and let their words speak for themselves.
3. Trusted Voices and Influencers
Sometimes, the right voice at the right moment can unlock a wave of giving.
I’ve seen this happen when an organization brings in a community leader to speak at an event or signs a letter from someone the audience deeply respects. When someone we trust expresses confidence in a cause, it gives us a shortcut—we borrow some of their trust, even if we’re new to the organization.
But I always caution clients: this only works when it’s authentic. The voice has to be connected to the mission in a meaningful way—not just a celebrity photo op.
Social proof works best when the messenger is trusted and relevant.
Pro tip: Prioritize alignment over celebrity. Ask: Will this person’s values and voice resonate with our audience?
4. Impact Reports: Visualizing Community and Credibility
An annual or campaign-specific impact report is a goldmine of social proof.
These reports often include donor lists, sponsor recognition, and acknowledgments of key partners. Seeing names—whether it’s a major foundation, a well-known business, or a long-time volunteer—helps signal to potential donors: this organization is credible, supported, and trusted.
Equally powerful are the images and stories woven throughout. A photo of a packed volunteer event, a quote from a grant partner, or a visual timeline of program milestones—these offer social proof through both people and progress.
Impact reports make the invisible visible. They don’t just say “we did good work”—they show the community behind it.
Pro tip: Make your impact report shareable and visual. Donors love to see themselves reflected in the story—and it inspires others to join them.
Social Proof Only Works If It’s Real
As powerful as it is, social proof isn’t magic—and it isn’t always ethical.
I’ve seen organizations inflate numbers, use stock testimonials, or create a false sense of urgency just to try and drive giving. But when donors feel manipulated, trust evaporates. And once you lose trust, it’s incredibly difficult to win it back.
At Donorly, we emphasize transparency. Show what’s real. If only 10 people have donated so far—celebrate those 10. If you’re early in the campaign—say so. Momentum is exciting, but authenticity is essential.
Social proof only works when it’s based on truth. People are drawn to progress—but only if they believe in the process behind it.
Final Thought: Build Belief by Making People Visible
The most effective fundraising is about about helping people see themselves in your story.
Whether it’s through the voice of a client, the backing of a respected board member, or the joyful energy of a packed room at your annual event, your job is to make your community visible. To show that something meaningful is already happening—and that your supporters are invited to be a part of it.
Because when people feel like they’re joining a real, thriving movement—they give with more heart. And more often.
And that’s how generosity grows.
