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.


Comments

2 responses to “How repeating yourself in fundraising raises more money”

  1. Marjorie Fine Avatar
    Marjorie Fine

    Your blogs would be so much more effective if you showed real examples. Even a do this not this would go really far. Thanks.

  2. Marjorie Fine Avatar
    Marjorie Fine

    Your blogs would be so much more effective if you showed real examples. Even a do this not this would go really far. Thanks.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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