We just can’t help ourselves. Across the globe, it’s the same story—when someone acts generously towards us, we feel compelled to return the favor. This is what the esteemed social psychologist Dr. Robert Cialdini calls the principle of reciprocity.
When a thoughtful gesture is extended, we respond in kind. Cialdini lists reciprocity as the first principle of persuasion in his trailblazing book, Influence.
But what does this have to do with our fundraising and marketing work? Plenty!
In a recent tip, I shared Cialdini’s six principles of persuasion and promised to explore each one in detail, showing how they can be applied to achieve transformational fundraising results.
So, let’s dive into reciprocity.
Reciprocity in Action
Politicians use reciprocity to amass support for their projects—something known as logrolling. “I’ll vote for your bill if you’ll vote for mine.” It’s a common strategy in legislative bodies around the world.
In the marketplace, reciprocity might appear at a food court, where a restauranteur offers a free sample. By accepting the gift, you’re more inclined to purchase their full offering.
In direct mail fundraising, we see this principle through “front-end premiums.” Free notecards, personalized return-address labels, or even a pocket copy of the U.S. Constitution—these small gifts tap into the power of reciprocity, boosting response rates.
Morton Blackwell, president of the Leadership Institute, perfected this principle with an incredibly successful approach. You might remember the story about the jars of honey.
A Sweet Gesture with Sweet Results
Back in the late 1980s, Morton began sending jars of honey as holiday gifts to the Leadership Institute’s most generous donors. Morton, a backyard beekeeper, had been gifting his homemade honey to friends for years. But when he shared his surplus stock with the Institute’s top supporters, something remarkable happened.
Those who received the honey often increased their donations—sometimes tenfold.
Intrigued by this response, Morton decided to test the effect further. He split his donor list into two segments: one half received honey, and the other did not. The results? Those who received the honey gave significantly more over the next 12 months than those who didn’t.
Last year alone, the Leadership Institute mailed nearly 80,000 jars of honey—over 45 tons—to contributors who gave $100 or more. And the impact didn’t stop there. Morton took things a step further by sending daylily seedlings to key supporters each Spring. These gifts continue to bloom year after year, serving as a constant reminder of Morton’s thoughtfulness.
Could you do something comparable for your supporters? Consider the possibilities.
Applying Reciprocity to Your Work
The principle of reciprocity is not only powerful but essential to building lasting relationships with your donors. By offering thoughtful gestures, you can inspire your supporters to give more generously and more often.
I encourage you to think about how you might incorporate reciprocity into your fundraising strategies. What small gifts or gestures could you offer to deepen your connection with your donors?
