Key “Secret” to Making a Good Second Impression on Nonprofit Donors

In Part 1 of this 3-part series about the too-often-overloed “secret” strategy of making good impressions, I discussed the critical importance of making a good first impression. Because, it sets the tone and establishes trust – a necessary foundation for any lasting relationship, and a defining concept in the donor/charity relationship. Because trust plays such…

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four people raise hands in support of your cause

That to which we commit, especially publicly, becomes congruent with our self image.

four people raise hands in support of your cause

The more publicly people commit, the more resistant they are to changing their minds

This article is about the psychology of securing lasting donor commitments.

Something that’s critical in a world where less than one in five of new donors renew

It relates to one of Robert Cialdini’s principles of influence and persuasion: “commitment and consistency.”

The main point is this:

Once we make a decision, and strongly attach ourselves to an idea by agreeing orally or in writing, it’s more likely we’ll stick with that decision than change our minds.

Because people are wired to want to be consistent.

That to which we commit, especially publicly, becomes congruent with our self image.

What does this mean for you as a fundraiser?

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