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.
