The rule of reciprocity, from Robert Cialdini’s Influence: The Psychology of Persuasion (2009), basically states that if someone gives something to us, we feel obligated to repay that debt. Nonprofits are counting on that rule when your mailbox fills up with cheesy address labels, stickers and magnets.
Typically, speaking as a donor, these little gifts carry little weight with me. I’ll use the labels, yes, but unless they’re coming from an organization I’m already interested in supporting…meh.
The Cornell Lab of Ornithology may just change my mind. In early 2015, I made a one-off birthday gift to the Cornell Lab for a friend and colleague. And in August I received this beautiful mailing and full color 2016 calendar.
What I liked:
- This letter really makes the work of the Cornell Lab of Ornithology come alive and brings me, the donor, into the picture: ‘backed by caring people like you,’ ‘I thank you again for your past support of the Lab.’
- A terrific PS: “Be advised that we printed only a limited number of our 2016 calendar, A Year With Birds. It would help if you could let me know that yours arrived, by returning the Calendar Confirmation Reply.”
- The letter is layered with gratitude.
- The calendar itself is gorgeous and will occupy a prominent spot on my office wall.
I’m off to make a gift! Is a ‘freemium’ mailing in your future? For more, read Why every fundraiser should at least consider address-label mailings. Click to download this package.
Keep your donors front and center with Simple Development Systems, an easy ‘rinse and repeat’ method of expressing gratitude and sharing stories across all channels to grow your nonprofit’s fundraising exponentially. Join us every week for Power of Nonprofit Storytelling(Mondays), What’s in my Inbox (Tuesdays), and What’s in my Mailbox (Wednesdays).
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I can’t wait to meet with you personally.
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