The Rule of 7 vs. 3-to-1 fundraising
Jerold Panas’ classic fundraising book Mega Gifts published in 1984 includes a story about a zoo’s board member named Mary G. Roebling.
According to Jerold, Mary once admonished the fundraising team including Jerry saying, “Now, Jerry, one thing you must remember. People like to be thanked, they want to know that what they have done is appreciated, really appreciated. When we get a gift that we think is special, let’s find a way to thank the person at least seven times before we ever ask them again for another gift.”
Today, I think the fundraising rule of seven is still a good one.
But you can accomplish the same effect much more efficiently by leveraging technology to provide your supporters with engagement, involvement, and education.
That’s why we recommend automated email marketing along with your 3-to-1 Fundraising efforts.
- Automated email provides supporters with personalized, highly relevant communications that are NOT spammy.
- 3-to-1 fundraising recognizes that your supporters want something in exchange for their cash. It works like this: For every single donation you receive from a major supporter, you should (1) thank them, (2) report on the results, and (3) provide an engagement offer before asking for another gift.
One Thank You + One Report On Results + One Engagement Offer = Ask For Next Gift
To help you get started, we’ve created a limited number of customized post-its notes (AND we’ll send them to you for FREE! )
Try it out and let me know how it works.
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