Embracing Authority: A Path to Deepening Donor Trust
Introduction: “Question Authority.” It’s a phrase you’ve likely heard before—perhaps during the spirited times of the 1960s or even today, as it lingers on bumper stickers and t-shirts. And while there’s wisdom in questioning from time to time, there’s also a profound truth in understanding the power that authority holds in our hearts. As human beings, we’re naturally inclined to respect those who lead us with wisdom and grace. In fact, this respect for authority can become a cornerstone in the journey of connecting with others—especially in the realm of fundraising. The Principle of Authority: Imagine the lessons of our childhood, where we’re taught to listen to our parents, our teachers, and those who guide us. These lessons don’t fade with time; they only deepen as we grow. Robert Cialdini, a voice of clarity in understanding human behavior, speaks of this in his book Influence. He reminds us that authority is woven into the very fabric of our society—through our legal systems, our religious teachings, and even the clothes we wear. It’s this principle of authority that can help us, as fundraisers, build deeper, more meaningful relationships with those who support our causes. Applying Authority in Fundraising: You might be wondering, “How can I bring this principle into my work? How can authority help me connect more deeply with my donors?” Cialdini suggests three beautiful, yet simple ways to embody authority: through titles, clothing, and the trappings that surround us. Titles: Titles carry weight. They’re symbols of expertise and trust. When you or someone in your organization carries a title, whether it’s “Director of Development” or “Chief Executive Officer,” it’s not just a label—it’s a testament to your dedication and knowledge. When you present yourself with confidence in your title, your words carry more power, and your message resonates more deeply. Clothing: What we wear speaks volumes. Think about the uniform of a police officer or a pilot—instantly, there’s trust. In the world of fundraising, your choice of attire can either strengthen the trust you’ve built or, if carelessly chosen, it can diminish it. Dressing thoughtfully for donor meetings isn’t about impressing; it’s about respecting the relationship and the trust you’re nurturing. Trappings: The environment we create around us—the workspace, the meeting room, even the materials we hand out—these all contribute to the aura of authority. A tidy office, a well-organized meeting space, and professionally designed brochures are not just details; they are reflections of the care and commitment you bring to your cause. The Heart of Authority: At its core, the principle of authority is about trust. It’s about showing up, time and time again, as someone who cares deeply and works tirelessly to advance a cause. When donors see you as an authority—because of your title, your appearance, or the environment you create—they’re more likely to trust you with their support. And trust, as we all know, is the bedrock of any lasting relationship. But here’s the beauty of it: You’re already an authority. Whether it’s in your area of expertise, your knowledge of fundraising, or even something personal like cooking or music—there’s something you know and do well. Embrace it. Let it shine through in your interactions, and you’ll find that your authenticity will naturally draw people in. Call to Action: As you reflect on this, think about how you can embody the principle of authority in your own life and work. What are the small changes you can make to deepen the trust your donors place in you? Maybe it’s embracing your title with more confidence, paying a little more attention to what you wear to meetings, or simply ensuring that your workspace reflects the care you put into your work. Conclusion: In our work as fundraisers, it’s not just about asking for support—it’s about building relationships based on trust and mutual respect. By embracing the principle of authority, you can strengthen these relationships and help your organization make an even greater impact.
The Power of Consistency: Building Trust and Loyalty in Fundraising
Introduction: “You haven’t changed a bit!” How many times have you heard that phrase at a school reunion, a wedding with old family friends, or when catching up with a former colleague after many years? It’s often said as a compliment, but it also touches on something deeper—our inherent desire to be seen as consistent. There’s a comfort in consistency, both for ourselves and for those who know us. It’s a trait we value deeply, and it’s one that can significantly influence the relationships we build, especially in the world of fundraising. The Principle of Commitment and Consistency: Robert Cialdini, the social psychologist who has given us such valuable insights into human behavior, explains that people have a natural inclination to align their beliefs and actions with their values. This is known as the principle of commitment and consistency. Once we’ve committed to something, particularly in a public way, we are much more likely to follow through with that commitment. This principle isn’t just a theory—it’s a powerful tool that can be leveraged in fundraising to create lasting bonds with donors. Applying Commitment and Consistency in Fundraising: In fundraising, the idea of “getting a foot in the door” is more than just a tactic; it’s a way to build long-term relationships. An initial gift, no matter how small, is incredibly significant. Why? Because it transforms someone from a potential donor into an actual donor, and this shift in identity makes them more likely to give again. And the beauty of this principle is that with each subsequent gift, the donor’s bond with your organization deepens, creating a sense of loyalty that can last for years. Here are some practical ways to apply the principle of commitment and consistency in your fundraising efforts: Receiving a Pledge of Support: Even an informal or tacit pledge can increase a donor’s commitment. When someone agrees to support your cause, however casually, they’re more likely to follow through because they’ve already taken that first step. Encouraging Thoughtful Giving: Simply asking a potential donor to consider a range of possible support options and choose a number they’re comfortable with can significantly increase the likelihood of a generous gift. This small commitment creates a psychological shift, making them more inclined to give. The Power of a Written Pledge: A written commitment, even if it’s just a scribble on a piece of paper, greatly strengthens a donor’s resolve to give. Writing it down turns a thought into a tangible action, reinforcing their commitment. Public Pledges: Giving someone the opportunity to make a public pledge, especially in front of their peers, can dramatically increase their likelihood of giving. Public commitments tap into our need for consistency in the eyes of others, making us more likely to honor our promises. The Impact of Consistency: Consistency is more than just a trait—it’s a foundation for trust and loyalty. When donors see that your organization consistently lives up to its mission and values, they’re more likely to support you, not just once, but repeatedly. This loyalty isn’t just beneficial for your fundraising efforts; it’s a testament to the trust you’ve built with your supporters. Let me share a story that beautifully illustrates the power of commitment and consistency. My friend Morton Blackwell, who many of you may know through the Leadership Institute, has dedicated his life to service in the conservative movement. His unwavering commitment to his principles has earned him respect and loyalty over decades. In 2016, during a particularly heated GOP convention in Virginia, emotions were running high. The room was divided, tempers flared, and the atmosphere was tense. But when Morton Blackwell, a long-serving Republican National Committeeman, took the stage, something incredible happened. The entire assembly—regardless of their stance—rose to their feet in a unified, extended standing ovation. It was a moment that spoke volumes about the respect and trust that consistent commitment can inspire. Call to Action: As you continue your work, consider how you can integrate the principle of commitment and consistency into your fundraising strategies. How can you help your donors take that first small step, and how can you nurture that relationship into a lasting, loyal partnership? Conclusion: In the end, it’s the consistent, small actions that build trust and loyalty over time. By understanding and applying the principle of commitment and consistency, you can strengthen your relationships with donors and create a foundation of support that will carry your organization forward.
The Power of Liking: How Building Relationships Drives Fundraising Success
Introduction: “What’s not to like?” We’ve all heard this phrase before, often said with a smile when someone is particularly charming or agreeable. But beneath the casual tone lies a profound truth about human behavior: people are more inclined to say yes to those they like. This simple yet powerful idea forms the foundation of one of Robert Cialdini’s six principles of persuasion—liking. When we like someone, we naturally trust them more, and in the world of fundraising, trust is everything. The Principle of Liking: Cialdini, a pioneer in understanding the science of influence, teaches us that we tend to like—and therefore agree with—people who share similarities with us, pay us genuine compliments, or cooperate with us toward mutual goals. It’s a principle that can be a game-changer in fundraising, where the ability to build strong, trusting relationships is key to success. Applying the Principle of Liking in Fundraising: As fundraisers, the principle of liking is something we can consciously apply to strengthen our relationships with donors. Whether you’re working on major gifts, direct response, or legacy giving, understanding and applying this principle can help you connect more deeply with those who support your cause. Building Connections Through Similarities: People naturally gravitate toward others who are like them. In fundraising, finding common ground with your donors—whether it’s shared values, interests, or experiences—can create a strong foundation for trust and partnership. The Power of Genuine Compliments: Compliments, when given sincerely, can go a long way in building rapport. Acknowledging a donor’s generosity, their commitment to a cause, or even their wisdom in choosing to support your organization, can strengthen their connection to your mission. Cooperating Toward Mutual Goals: When you work alongside your donors to achieve shared objectives, you create a sense of camaraderie and partnership. This cooperative spirit reinforces the relationship and makes donors feel like an integral part of your organization’s success. A Personal Story: The Principle of Liking in Action Let me share with you a story that perfectly illustrates the power of liking in action. Just last week, my daughter and I were in Inverness, Scotland, preparing for a hiking trip in the Scottish Highlands. At the rental car counter, we met Eleanor, a warm and engaging local who was more than just a rental agent—she quickly became our friend. Eleanor’s friendly demeanor, her shared love for the Isle of Skye, and her helpful advice on where to hike and what to avoid, made us feel not just welcome but genuinely cared for. When she offered us a free car upgrade and suggested additional insurance coverage, it didn’t feel like a sales pitch. It felt like she was looking out for us, which made it easy to say “yes.” This experience reminded me of the principle of liking and its profound impact on our decisions. Eleanor wasn’t just doing her job; she was building a relationship. And that relationship made all the difference. The Role of Trust in Fundraising: In fundraising, trust is the bedrock upon which everything else is built. And trust often grows from liking. When donors like you, when they feel that you care about their values and goals, they are more likely to trust you with their contributions. This trust doesn’t just happen overnight—it’s nurtured through consistent, positive interactions that show donors you’re on the same team. Call to Action: As you continue your fundraising efforts, think about how you can apply the principle of liking in your interactions. How can you build stronger connections with your donors? What common ground can you find? How can you genuinely compliment and support them in their philanthropic journey? Conclusion: The principle of liking is more than just a tactic—it’s a way of building meaningful, lasting relationships with your donors. By understanding and applying this principle, you can foster trust, enhance your fundraising efforts, and ultimately make a greater impact.
