How can you use social influence to encourage recurring donations?

3 Use commitment and consistency

A third way to influence recurring donations is to leverage the principle of commitment and consistency. This principle states that people tend to act in ways that are consistent with their previous decisions and actions, especially when they are made publicly and voluntarily. You can use this principle to reinforce your donors' commitment to your cause and reduce their likelihood of cancelling or reducing their donations. For example, you can ask your donors to sign a pledge or a contract that specifies their donation amount and frequency, or ask them to share their decision with their friends or family. You can also remind them of their past donations and how they have helped your cause, or ask them to rate or review their experience as a recurring donor.

4 Create scarcity and urgency

A fourth way to influence recurring donations is to create a sense of scarcity and urgency in your appeals. Scarcity and urgency are psychological triggers that make people act faster and more decisively, especially when they perceive a limited or expiring opportunity. You can use these triggers to motivate your donors to sign up for recurring donations before they miss out on a valuable offer or a critical need. For example, you can use phrases like "Only 10 spots left for our monthly donor program" or "Donate today and double your impact with our matching grant". You can also use countdown timers, progress bars, or stock indicators to show how much time or resources are left for your campaign.

5 Harness reciprocity and social proof

A fifth way to influence recurring donations is to harness the power of reciprocity and social proof. Reciprocity is the tendency to return a favor or a gesture that someone has done for us. Social proof is the tendency to follow the behavior or opinions of others, especially when they are similar or credible. You can use these two forces to create a positive feedback loop that encourages more recurring donations. For example, you can send your donors a free gift or a sample of your work before asking them to donate monthly, or show them how many other donors have already joined your recurring donor program. You can also ask your existing recurring donors to refer their friends or colleagues to your cause, or share their stories and feedback on your website or social media.

6 Experiment and optimize

A sixth way to influence recurring donations is to experiment and optimize your strategies and tactics. You can use various tools and methods to test and measure the effectiveness of your appeals, incentives, messages, and channels. You can use surveys, interviews, or focus groups to understand your donors' motivations, preferences, and objections. You can use A/B testing, analytics, or tracking to compare different versions of your landing pages, emails, or ads. You can use feedback, retention, or churn rates to evaluate your donor satisfaction and loyalty. By experimenting and optimizing, you can improve your conversion and retention rates, and maximize your social impact.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?