Mastering the Rule of Thirds in Fundraising - BetterWorld (2024)

Omne trium perfectum is a Latin phrase that means "everything that comes in threes is perfect." This phrase can be applied to a variety of concepts, including rules, and more specifically, the Rule of Thirds.

The concept of the Rule of Thirds in fundraising suggests that the first 10 donations in a campaign are expected to fulfill 33% of the goal, followed by the next 100 donations covering another third of the target, and finally, the remaining donations making up the last third of the campaign goal.

If the initial two-thirds of the campaign adhere to this strategy, then it is likely that the final third of the goal can be attained through the rest of the donations.

Applying the Rule of Thirds in Fundraising

#1 Building a Strong Foundation

If your nonprofit aims to make a significant impact, it is crucial to establish a robust presence. Building a strong foundation is therefore imperative. To do this, you need to understand your current position, where you aspire to be, and the necessary steps to bridge the gap.

This entails gaining a deep comprehension of the fundraiser ecosystem. Without a clear mission, any fundraising effort is likely to falter. Hence, it is essential to create a fundraising mission, stay committed to it, and make modifications as needed.

Doing so will enable your nonprofit to define its responsibilities, values, and overall strategy. Plan fundraisers that align with your organization's mission and cause.

Consider your fundraising mission as a financial roadmap to success, laying a strong foundation for your nonprofit. Establish three core values for your organization that resonate with donors, bolstering their belief in your cause.

#2 Building Relationships

Establishing strong public relations is critical for fundraisers, particularly for those associated with nonprofit organizations.

Every member of the nonprofit, including staff and volunteers, is a frontline fundraiser. Hence, it is vital to remain vigilant for potential donors and fundraising opportunities continually.

Train and inspire your staff and volunteers to maintain a positive demeanor when interacting with individuals to ensure they have a positive experience. This practice fosters a broad public relations network, a vital component for nonprofit organizations that rely on donors' generosity to sustain operations.

#3 Making the Ask

Once your nonprofit has established a robust foundation and built an extensive public relations network, the next step is to make the big ask. It is insufficient to expect people to donate without prompting, as many individuals may read about the positive impact and outcomes without taking any action.

Thus, it is imperative to plan how your nonprofit will request donations. When contacting significant donors, it is critical to pose a question rather than make a statement.

For instance, instead of saying, "Please consider donating to this cause," try asking, "Will/can you donate to our cause? Our organization has made a significant impact through the XYZ cause."

This approach compels the donor to respond with either a "yes" or "no" and can lead to increased donations for the organization.

It's important to be clear about the impact that a donor's gift will have on the organization's mission and to follow up with donors after they make a gift.

Additionally, you can create a comprehensive call-to-action on the organization's social media channels. This enables supporters to understand how they can contribute and directs them to the donation page.

Advantages of Applying the Rule of Thirds in Fundraising

Increased Donor Engagement and Loyalty

nonprofit organizations heavily depend on the generosity of donors, and fundraisers serve as a platform for donors to participate and contribute. Incorporating the rule of thirds can help your fundraiser stand out and ignite a sense of eagerness among donors.

Establishing a strong relationship with donors is crucial for donor engagement, and nonprofit organizations strive to achieve this. Fostering a strong connection can result in increased loyalty towards your organization, leading to repeated donations and active involvement in fundraising initiatives.

By applying the rule of thirds, organizations can develop a more effective fundraising strategy that connects with donors, builds trust, and ultimately achieves their fundraising goals.

With a focus on building a strong foundation, building relationships, and making the ask, organizations can create a compelling appeal that resonates with donors and inspires them to give.

Improved Donor Retention Rates

Maintaining a high level of donor retention is a vital factor for nonprofit organizations in sustaining their operations. Donor retention refers to the ability of an organization to consistently receive contributions from its current list of donors.

However, acquiring new donors is a challenging task, and retaining them is even more difficult, given that nonprofit organizations lose more donors each year than they gain.

Hence, nonprofit organizations devote a significant amount of effort towards enhancing their donor retention rates, as it is more cost-effective to retain existing donors than to acquire new ones.

Implementing the Rule of Thirds framework in fundraising campaigns can effectively capture the attention of donors and increase their likelihood of remaining loyal contributors.

When a fundraising initiative successfully motivates and engages a donor, it is highly probable that they will become a recurring donor.

Enhanced Donor Experiences

Applying the Rule of Thirds in fundraising can create a memorable experience for event visitors, donors, and staff alike. A donor's experience with a fundraiser can significantly impact their likelihood to donate again in the future.

To avoid losing potential donors, fundraisers should strive to stand out and create an engaging and enjoyable experience that donors will want to repeat.

The Rule of Thirds framework injects a sense of spirit and challenge into fundraising events, generating excitement among contributors and increasing the chances of gaining loyal donors.

Nonprofits can benefit greatly from applying this framework to their fundraising strategy and creating events that leave a positive and lasting impression on their donors.

Higher Success Rates In Fundraising Campaigns

The Rule of Thirds offers a reliable strategy for achieving success in fundraising campaigns, enabling organizations to avoid initial setbacks in their fundraising efforts.

By dividing the campaign into three equal parts, each comprising 33% of the total goal, organizations can rely on the initial two-thirds of donors to provide a solid foundation, making it highly probable that the remaining 33% will be reached through their donations alone.

However, to achieve even greater success, organizations need to attract and onboard major donors who can contribute significant amounts. These large donations can help to close the remaining gap and drive the campaign to even greater heights.

Tips For Applying the Rule of Thirds in the Fundraising Campaign

Understanding Your Donors' Needs and Preferences

To effectively apply the Rule of Thirds in fundraising, it's crucial to understand your donors' needs and preferences. This includes understanding why they support your organization, what they're passionate about, and how they prefer to be engaged.

One way to understand your donors' needs and preferences is to conduct surveys or focus groups. This can provide valuable insights into what motivates donors to give, what types of messages resonate with them, and what types of engagement activities they're interested in.

On top of that, reviewing donor data can provide valuable insights into giving patterns, including which campaigns or appeals have been most successful in the past.

Find out their preferred mode of donating so you can make the process easy for them. Also, learn about their donating times, some donors like to donate annually while some donate monthly.

Organizations that take time out to understand the donor are more likely to have recurring donors since they are better at catering to the donors.

Building Trust and Authenticity With Your Donors

Another important tip for applying the Rule of Thirds in fundraising is to build trust and authenticity with your donors. This includes being transparent about how donations are used, providing regular updates on the organization's progress, and being accountable for the impact of your programs.

Building trust and authenticity can also involve highlighting the personal stories of those impacted by your programs. This can help donors connect emotionally with the organization's mission and feel more invested in its success.

The people who are donating their money to your nonprofit need to know how their money can be used and what impact their money will leave. Earn the trust of the donors by delivering on your said promises.

It's also important to share details about any breaking news or problems related to your cause as soon as possible and remind them when it's time to fulfill a pledge.

Using Storytelling to Connect With Your Donors

Storytelling is another effective tool for connecting with donors and applying the Rule of Thirds in fundraising. By telling personal stories about those impacted by your programs, you can create a compelling narrative that resonates with donors and inspires them to give.

When using storytelling in fundraising, it's important to focus on the impact of your programs and the tangible results that donors' gifts can achieve. Along with that, you can use multimedia such as photos and videos to help bring these stories to life and create a deeper emotional connection with donors.

When you're putting up a story ask yourself why this is important, who is affected, and if your donors are interested in this story. This will help you connect with donors on an emotional level, which will yield better results for your organization in the future.

Customizing Your Approach to Fit the Needs of Your Organization and Donors

Lastly, you need to customize your approach to fit the needs of your organization and donors. The Rule of Thirds provides a strategy for successful fundraising, but it's important to tailor this framework to fit the unique needs and preferences of your donors.

This can involve using different platforms for fundraising, such as social media or events, depending on what resonates with your donors. You can also tailor your message and appeal to fit the interests and passions of your donors as it can help increase the engagement and giving of the donors.

One example of this can be donor loyalty programs. This program can attract more donors as well as increase donor retention rates for future fundraising campaigns. It is also a great way to reward and encourage donors.

Wrapping Up

The Rule of Thirds is a powerful tool for effective fundraising. By focusing on building a strong foundation, building relationships, and making the ask, organizations can increase engagement, build trust, and ultimately achieve their fundraising goals.

To apply the Rule of Thirds in fundraising, it's important to understand your donors' needs and preferences, build trust and authenticity, use storytelling to connect with donors, and customize your approach to fit the needs of your organization and donors.

By following these tips and implementing the Rule of Thirds framework, organizations can create a more effective fundraising strategy that connects with donors and inspires giving. As a result, organizations can increase their impact, expand their reach, and achieve their mission.

Join BetterWorld and apply the Rule of Thirds framework to boost your nonprofit fundraising efforts!