How repeating yourself in fundraising raises more money

Too repetitive!

If you need to get buy-in from non-professional authorities for your fundraising copy, you probably get this objection.

If you do, that means you’re doing it right.

The Neuromarketing Blog notes the power of repetition at Repeat, Repeat, Repeat…and Sell More:

Repetition increases processing fluency…. fluency creates preference.

Or: The more they hear it, the more they like it.

This may be counterintuitive. Chances are, you get bored and annoyed with your message before your donors’ processing fluency reaches the point where it makes a difference.

Repetition comes in two varieties:

1. Repeated words, phrases, and ideas within a message.
   
2. Repeated (or similar) messages over time.
   

Both types of repetition can improve response to your fundraising over time.

Think of it this way: If your messaging is making you (or your boss) a little crazy with repetition — you’re probably getting close to getting through to your donors.