The conversion value of Social Proof

Removing Social Proof reduced donation conversion by 3.5%.

What we tested

Social proof is one of the most widely used techniques in fundraising. Showing that other supporters have recently donated can build trust, reduce hesitation, and encourage more people to give.

But at Fundraise Up, we don't rely on assumptions. Every optimization has to prove its value through real donor behavior, even those already part of the product.

To validate the impact of Social Proof, we temporarily removed the element for half of eligible supporters while leaving the rest of the donation experience unchanged.

The goal was simple: measure how much Social Proof contributes to donation conversion and determine whether it truly earns its place in Checkout.

Hypothesis

If we disable the Social Proof element for donors who would otherwise see it, donation conversion will fall by at least 2.5% over the test window, because the signal of recent giving is what reassures hesitant visitors and nudges them toward completing their gift.

Test setup

Duration	62 days
Timing	October–December 2023
Audience	~12 million visitors
Group split	• 50% control (Social Proof shown, the existing experience) • 50% test (Social Proof disabled)
Key metrics	• Donation conversion rate • Checkout-open conversion rate • Average revenue per user (ARPU)

Key results

Removing Social Proof had a clear and measurable impact on fundraising performance.

−3.52% decrease in donation conversion
−2.29% decrease in Checkout opens
−3.91% decrease in one-time donation conversion
No statistically significant change in ARPU

All headline metrics passed the threshold for statistical significance (p-value < 0.05).

Segment insights

The impact was consistent across devices and markets.

−3.61% donation conversion on mobile
−3.38% donation conversion on desktop
−8.68% donation conversion in Canada
−3.20% donation conversion in the United States

Conclusion

The hypothesis was confirmed.

Removing Social Proof reduced donation conversion by 3.52%, demonstrating that the Element plays an important role in encouraging supporters to complete their gifts.

The impact extended beyond completed donations. Fewer supporters opened Checkout in the first place, confirming that Social Proof helps build trust and motivate donors to begin the giving process.

Based on these results, Social Proof remains a core part of the donor experience.

What this means for you

Every element in the donation experience should contribute to better fundraising outcomes, and Social Proof is a great example of one that does.

This test validated that displaying recent donor activity helps more supporters start and complete their donations. It's one of many optimizations that have earned their place through real donor behavior rather than assumptions.

At Fundraise Up, we don't just test new ideas, we also challenge existing features to ensure every part of the donor experience continues to deliver measurable value. That commitment helps nonprofits give supporters a donation experience that's continuously refined, evidence-based, and built to raise more.

→ Explore how Fundraise Up Elements help engage more donors.