What the Heck is “Social Proof”?
A few weeks ago, I wrote about Blogs You Should be Reading. But I failed to tell you about another great resource.
Its superpower isn’t blogging, it is offering weekly webinars. Each one is chock-full of great ideas and interesting content. In addition, they’ve just started releasing a 3-minute FreeMinute video on Mondays.
By now I’m sure you’re on the edge of your seat. “What is this great resource? Please, please tell me!”
Since you asked nicely, it’s Free Will. And yes, their primary purpose is to make it easy (and free) for people to leave a legacy through their wills. Legacy giving is something that you should be very interested in since 68% of Americans die without a will. But I digress.
I recently watched one of Free Will’s webinars: What outstanding fundraising writing looks like in 2025. Patrick Schmitt, Co-CEO of Free Will, should know a thing or two about outstanding writing since he was a ghost writer for President Obama and utilized email to raise gobs (a technical term of art) of money for Obama’s campaigns. Not too shabby.
I highly recommend this webinar to you. But let me pluck out one morsel from the webinar that I’ve been ruminating on relating directly to the church and all nonprofits: social proof.
First written about by Robert Cialdini in his seminal work Influence: The Psychology of Persuasion, social proof is the dynamic that “when people are uncertain about a course of action, they tend to look at those around them to guide their decisions and actions. They especially want to know what [their peers are doing].”
Think: laugh tracks on television or when the hotel posts a sign in your bathroom indicating that the “majority of our guests reuse their towels at least once during their stay.”
How does this relate to any writing projects where you’re asking for money?
According to Schmitt (with help from Dr. Russell James): “Tell stories about the other supporters (ideally one individual) who are similar to the donor you are writing to.”
This is such an easy thing for you to do.
Find someone who is well-liked and highlight them in a thank you letter for quarterly giving.
Tell one person’s inspiring story of the impact of your congregation in your summer appeal letter.
Feature – in a letter during stewardship season – a person who has experienced transformation because of your congregation’s (and of course, Jesus’) influence.
Social proof is a way that community is built. Most of us do care what others think. We want to be part of the pack – in a good way. We want to know that there are other disciples and siblings in the faith with whom we identify.
Social proof affirms that once again – in a good way – we are not alone.
And during times like these, isn’t that what’s important?
Image credit: Pexels.com
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Cesie Delve Scheuermann (pronounced “CC Delv Sherman,” yes, really) is a Stewardship Consultant for the OR-ID Annual Conference. She is also a Senior Ministry Strategist with Horizons Stewardship. For 25 years, while working as a volunteer and part-time consultant, she has helped raise over three million dollars for numerous churches and non-profit organizations.
You can reach Cesie at inspiringgenerosity@gmail.com, at CesieScheuermann.com, or at cesieds@horizons.net. Want to schedule a meeting? She’s got you covered! She’d like you to take comfort by listening to this beautiful song: “We Are Not Alone” by the Riverside Choir.
Schedule a meeting now.
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