Use the Ben Franklin Effect to Raise More Money

Today, I’m going to explain a surprising tool you can use in your nonprofit fundraising: the Ben Franklin Effect. 

What Is the Ben Franklin Effect? 

Common sense would tell you that if you want someone to do something for you, the last thing you should do is ask them for another favor.

Asking for two things is probably too pushy, and your odds of getting what you really want go down. Right?

Nope!!!

To be a great fundraiser, you must create a culture of asking. Successful solicitations involve human psychology. There is some give-and-take in the relationship between the people asking and the people being asked.

In my course, "Major Gifts Masterclass," I share that when asking someone for money (or asking a lawmaker for their vote or asking your spouse to do a favor for you), it helps to ask for a tiny, simple favor first.

I didn't know until years later that my intuition was backed up by research. It's called the Ben Franklin Effect.

According to Wikipedia, "The Ben Franklin effect is a psychological phenomenon in which people like someone more after doing a favor for them." And, a person will like you more after doing a favor for you than if YOU did the favor for THEM. Bonkers right.

Why the Ben Franklin Effect Works for Nonprofit Fundraising

Asking for a favor creates a connection and a bond between the person asking and the person being asked. 

Note that the favor should be small. For example, say you are meeting with a donor, and you like a painting on their wall. You could say, "Hey, I love that painting on your wall. Could you send me the name of the artist?" This tiny ask amounts to a favor. You have warmed them up. It's easy for them to reciprocate and to say yes.

There is also evidence that doing a favor for someone can lead them to reciprocate. When you do a favor or something nice for someone else, even unsolicited, the receiver of the nice gesture experiences tension because now they feel indebted. People do not like feeling in debt to another person.

Doing a favor for someone makes them feel conflicted, so they may offer to do something in return to level the playing field, cancel out the debt, and relieve the psychological conflict.

This is why some charities send you a penny, stamps, or mailing labels. They think you'll do something in return (donate). And it works! 

Looking for More Psychology-Based Fundraising Tools? 

Do you use any psychology-based tips in your fundraising or leadership? If not, then I highly recommend you start. There is so much about fundraising that comes down to relationships and dynamics between people—and understanding human psychology can be a powerful tool to improve your fundraising results.

You can learn more in my comprehensive overview of skills and tips to succeed in major donor fundraising. I cover everything from researching major donors, preparing for meetings, and navigating conversations and fundraising asks with ease.