We’ve all heard it before. “You haven’t changed a bit!”
Maybe it was at a school reunion. Or perhaps at a wedding with old family friends. With a former co-worker you haven’t seen in twenty years.
But how did that compliment make you feel?
For most of us, being seen as consistent is a deeply ingrained part of our nature. We value consistency because it aligns with our beliefs and values.
Social psychologist Robert Cialdini calls this the principle of commitment and consistency. He explains that once we’ve publicly committed to something or someone, we’re much more likely to follow through and deliver on that commitment. This principle is powerful, and it’s one that both marketers and fundraisers have leveraged effectively.
Consider the value of “getting a foot in the door.” An initial gift, however small, is incredibly important. That’s because donors are much more likely to make a second gift after they’ve made a first one. Why? Because psychologically, our self-perception changes. We’re now “a donor,” and we want to prove to ourselves that our original decision to give was the right one.
It doesn’t stop there. Donors are even more likely to make a third gift than they were to make that second gift, and the likelihood increases for a fourth and fifth gift. A bond develops, a sense of loyalty, similar to how you might feel towards a sports team, your hometown, or even your favorite local coffee shop.
Effective fundraisers understand this.
Here’s how you can apply the principle of commitment and consistency to your fundraising efforts:
- Pledge of Support: Receiving a pledge of support, even an informal or tacit one, increases a donor’s desire to carry through that support.
- Encourage Thoughtful Giving: Simply asking someone to “think about a range of possible support and pick a number that you’d be willing to give” increases the likelihood they’ll give generously.
- Written Pledge: A written pledge, even if it’s just scribbled on a torn slip of paper, greatly strengthens a donor’s ultimate desire to give.
- Public Pledge: If there’s an opportunity to make a public pledge, especially in front of their peers, the likelihood of giving spikes even higher.
Let me share a story that illustrates this principle in action.
My friend Morton Blackwell is well known to many in the fundraising community. Through his Leadership Institute, he has trained hundreds of thousands of public policy activists and advocates. His commitment to the conservative movement has been unwavering throughout his life.
In the summer of 2016, at a raucous Virginia GOP Convention, emotions were running high as attendees debated and voted on delegates for the RNC Convention in Cleveland. The atmosphere was tense, with people yelling and even physical altercations breaking out.
During a recess, Morton was invited to speak. What happened next was remarkable. As he approached the podium, the entire assembly—activists from both sides—rose to their feet to give him a profound and extended standing ovation.
How could that be?
Commitment and consistency.
Morton’s dedication to his principles and his political party had been so consistent over the decades that people instinctively rose to honor him for it. It’s the best illustration I’ve ever seen of this important principle in action.
When your brand is built on trust—on a solid reputation—then you’ve really got the wind at your back.
Applying these principles can transform your fundraising efforts. Focus on building trust, maintaining consistency, and reinforcing the commitment of your donors. This is the foundation of long-term success.
