Insanity May Not Be What You Think it Is

We’ve all heard of Einstein’s comment that the definition of insanity is doing the same thing over and over again and expecting a different outcome.  It sounds great.  Unless you think about computers.  There, when a problem occurs, the ONLY you can do is the same thing over and over, and then somehow, the problem ceases to be a problem.  It is, apparently, solved.

Actually, while I hate to say Einstein (Einstein!) is wrong, I’ve come to think he truly is.

Or rather than he is looking at something in a very narrow way.  Yes, if I keep adding 2 + 3 + 4 the result will always end up being 9.  But if I am not looking to find the sum of a specific set of numbers, doing the same thing pretty repetitively can be powerful.

Let me explain.

I want to make my donor feel special.  So I send them a thank you letter.  A few days/weeks/months later, I send them another thank you letter.  And another, and another.  The letters are not, obviously, exactly the same.

The first one is from our CEO. It acknowledges receipt of the gift, thanks them for their generosity, gives them needed tax information.

The second one is from the development staff person who was very involved with the gift.  It thanks the donor for the gift, tells them how much they enjoyed working with them, shares how this gift will make the difference the donor said they wanted to make.

The next letter is from the Board Chair, again saying thank you and telling them how their generosity will help the organization meet its very important mission.

The fourth…well, I hope you get the picture.

Fundraising, of course, is all about relationships.  But it depends on consistency to be successful.  Whether you are writing grants, managing an annual giving program, organizing an event, running a major gift or a donor relations program….whatever your part of the fundraising cycle is, doing the same thing-albeit with small tweaks-over and over again is a key to ensuring a happy donor.  And a happy donor is the secret sauce of fundraising.