This post is by Tobi Johnson, MA, CVA
When it comes to volunteer recruitment for your nonprofit, understanding human nature and psychology is key. Why? Because our brains determine everything we do. By better understanding what triggers humans to act, nonprofit staff can become better influencers and, ultimately, better marketers.
One of the most powerful and enduring psychological phenomenon is that of social proof. Over the millennia, our species has survived because of our ability to mold our behavior to that of our clan. Those who did not conform risked banishment and extinction. We have learned subconsciously that social conformity is linked to our very survival.
The power of the tribe is undeniable, even today. Peer pressure does not just affect teenagers. All of us are hard-wired to pay attention to what others say and do.
Consider Stanley Milgram’s famous obedience experiment. In 1969, he asked groups of actors to stop in a busy New York City street and stare up at a building window. As the number of actors increased, so did the number of passers-by who copied their behavior. This simple experiment demonstrated how the actions of even strangers could influence our own.
In the context of your nonprofit, people who see social proof of others acting, donating, or volunteering are more likely to do so themselves.
It can help nudge community members interested in supporting causes like yours take the next step toward volunteering. Using social proof can help improve the effectiveness of your volunteer recruitment by subconsciously reassuring prospective supporters that volunteering is the “right thing to do.” (Pro tip: Once you have your volunteer recruitment strategies in place, here’s how you can turn those volunteers into donors.)
Today’s customers (and nonprofit supporters) can get a significant amount of info about your organization before they ever make a donation or reach out to volunteer. Consider the power of social proof in consumer behavior:
By showcasing how other community members are supporting your organization through volunteerism, you send subtle messages to others about your “tribe’s” behavior. Here are four ways to highlight the social norm of volunteering for your cause.
In addition, social cues are even more powerful when they are demonstrated through photos. A picture is truly worth a thousand words, and photos will increase the perceived truthfulness of your testimonials. So whenever possible, include actual photos of your volunteer fans.
Similarly, negative social proof, or promoting what people aren’t doing, can be equally powerful but will work against you. So, avoid desperate pleas for help, highlighting the fact that not enough people are volunteering. This only casts doubt, subconscious and otherwise, about whether your cause is worthy of support. Instead, always highlight positive behavior in your appeals.
If you use volunteers, you no doubt invest a lot of time and effort in volunteer recruitment activities. Be sure to make them eve more effective by working with human nature not against it. Highlighting social proof is the #1 best way to tap into our inner instincts and nudge people toward your opportunities to make a difference.
PS: For other idea’s on how to engage and appreciate your nonprofit volunteers, check out this article by our friends at: