This document discusses how social proof, or people following the behaviors of others, can be used in nonprofit marketing. It provides examples of how large corporations like McDonalds, Priceline, and Yelp have used social proof in advertising. Nonprofits like the Mayo Clinic, Environmental Defense Fund, and PETA also employ social proof strategies using patient testimonials, impact statistics, and celebrity endorsements. The document recommends that small nonprofits incorporate social proof on their websites and social media through testimonials, impact infographics, and statistics. Local celebrity endorsements that resonate with the target audience can further boost social proof for nonprofits.

1. Social Proof in Non-Profit
Marketing
Molly McBride
May 2014
Elon University: Public Opinion

2. What is Social Proof?
• Social proof, as defined by Robert Cialdini in
his book, Influence: Science and Practice, is
when people “view a behavior as correct in a
given situation to the degree that we see
others performing it” (2009, p. 99).
• Individuals are more likely to participate in an
action or behavior if they feel uncertain or if
similar people are partaking in the action.
• Engaging in a similar behavior as others can
frequently reduce uncertainty and make
people feel like part of the crowd.

3. How do large corporations use
it?
McDonalds
1955
• ‘Over 1 million sold’
• People are more likely to buy
something if they know that
others are using the product
• Stopped changing signs in
2000’s after reaching over 99
billion hamburger sales

4. Priceline
2008
• Stock decline in 2002. Risk
of shutting down.
• 2009: Hired William Shatner
to endorse Priceline
• Present Day: Hundreds of
millions of dollars in
revenue each quarter

5. Yelp
• Users rate and review
local businesses and
restaurants
• A one-star rating
increase on Yelp.com
leads to a 5-9% increase
in revenue for the
business (Luna)

6. How do non-profits use it?
Mayo Clinic
• Patient testimonials on
front page of website
• Images of real patient and
story of their experience
(and success) at the Mayo
Clinic

7. Environmental Defense
Fund
• Pop up asking for name
and email address
• “Join more than 750,000
people who get updates
about environmental
issues”

8. PETA
• Most campaigns are
endorsed by a celebrity
• Research indicates that
consumers are impacted
by celebrity endorsement,
particularly when they
support or like the
celebrity endorsing the
product or campaign
(Mukherjee).

9. How can small non-profits
incorporate social proof in
marketing?
• Testimonials on website
– Homepage
– Individual tab
• Statistics on organization impact
– Infographic
– Pop-ups
– Annual Report

10. Social Media
• Pinterest
– Board specifically for endorsements
– Testimonial board
• YouTube
– Show experience/interaction
• Facebook
– Testimonials

11. Other recommendations
• Get local celebrities for endorsement
– News anchors, athletes, artists
• Listen to your audience
– Select celebrities and testimonials that will resonate
with your audience
• Example: Paul McCartney and PETA. Younger
individuals may not support cause as much as they
would with a younger, currently popular celebrity