The Benjamin Franklin effect describes how doing a favor for someone can actually make us feel more positive about that person. The phenomenon is named after Benjamin Franklin, one of the Founding Fathers of the United States of America, who wrote about the concept in his autobiography.
From The Decision Lab:
While serving in the Pennsylvania Assembly, Franklin received significant criticism from one of his fellow legislators. However, rather than responding with animosity, Franklin decided to ask his adversary to do him a favor.
His strategy involved reaching out to his colleague to ask if he could borrow a rare book from the person’s private collection. His opponent agreed and lent Franklin the book. A short time later, Franklin returned the book and expressed his gratitude for the kind gesture. At their next encounter in the assembly, the individual who had previously spoken ill of Franklin actually greeted him with warmth and smiles. Eventually, this former political enemy not only became an avid supporter of Franklin, but also a close friend.
Robert Cialdini, author of Influence: The Psychology of Persuasion, explains it this way:
“Once people make a decision, take a stand or perform an action, they will face an interpersonal pressure to behave in a consistent manner with what they have said or done previously.”
Francisco Sáez of Facile Things puts it this way:
“The more effort you put into doing something, the more influential the Principle of Consistency will be. Therefore, you can use rewards to encourage you in some way to invest more time when you are starting with something.”
(You can already see where I’m going, right?)
Let’s consider how this aspect of decision science could affect your fundraising.
The mail has arrived for the day. You see a nice pile of BREs and eagerly open them all.
Some are from new donors, responding to your recent appeal. Hooray! That’s even more fun!
But here’s where you can use the Benjamin Franklin effect. All of the donors whose gifts you received have just done your organization a favor. You might not think of it that way. But give it a try.
Because now is your chance to make the most of those gifts. These donors are predisposed to give to your organization, to do you another favor.
Say thanks right away, and well
So your first step is a great thank you. Because we’re all busy, including donors. If you wait to say thanks, they may have already forgotten their gift. Giving felt good to them. Doing your nonprofit a favor makes them want to feel good again, to give again.
Your warm, genuine, personal thanks can keep that good feeling alive.
And don’t pass on the phone! There are probably a few larger-than-normal gifts in that pile. Or especially meaningful. Give those donors a call, just to say thank you. (I know… I’m a bit phone-phobic myself. But when you reach someone and hear how delighted they are, you’ll feel better about it.)
Remind donors of their gift
If you have a newsletter, get the latest one to those new donors. And it wouldn’t hurt to send the recent newsletter to everyone who gave. (What are the odds they all stopped and read the whole newsletter when it first arrived?)
Include a really warm cover letter. You can include a paragraph that varies for each donor—something personal—using variable fields.
Does that sound like a lot of work? It might be. But isn’t it worthwhile to keep donors giving?
Making the letter feel personal, making them feel seen, will keep the good feelings alive.
And that’s when you can ask again
I wouldn’t wait months on this. The feelings you create will dissipate after a while. And that’s why steady communications with your donors matter. (Are you doing just a single “annual appeal”? You’re leaving money on the table. Money your nonprofit needs.)
Consistency and the Benjamin Franklin effect work both ways
When you receive a gift, you feel good, too. Knowing someone cares about your mission should make you feel caring about the donor, too.
And committing to good donor care… sharing that commitment with your coworkers, can ensure you keep up with that care.
Lean into it, because that’s the real magic. Connecting on a human level with your donors. Helping them want to give again, because the experience was so positive. And making you want to put more heart into your communications with them.
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