The Rule of Seven
If you’re a marketer, you most certainly know the Rule of Seven.
But, if you’re a nonprofit professional, you might not. Here’s what it is and here’s why it’s so important.
The Rule of Seven says that “the prospective buyer should hear or see the marketing message at least seven times before they buy it from you.”
Translation:
If your are fundraising, asking for volunteers, selling tickets to an event, or want your community to take just about ANY action… you’re going to have to ask a lot more than once or twice.
Common Mistakes Nonprofits Make
Mistake #1: Only using one platform or social network. The Rule of Seven isn’t: “We posted seven times about our event on Facebook. Now what?”
Solution: Change how you ask. Shift up your strategy with a personal call or text. Ask your board members to send personal emails, a quick note, or iPhone video.
The Rule of Seven should include a mix like this: “We had an incredible video testimonial from a volunteer, promoted our event in our monthly newsletter, Volunteer Facebook Group, and to Instagram stories. Next, our Board is going to text or call two key volunteers/donors/etc. each.”
Mistake #2: Too much “selling.” The Rule of Seven should be a foundational tool for your organization the next time you craft any call to action. There’s a rhythm to it though — you don’t necessarily want to say, “We need more volunteers! Sign up today!” seven posts in-a-row.
Solution: Weave in your call-to-action in social storytelling posts, emails, or between other piece of popular content. Take a break between social media posts that are asking people to take action. Especially in our COVID-19 world. There’s so much coming at our inbox and social networks. After a few appeals, post a fan-favorite, like a Founder’s spotlight or volunteer spotlight.
Shake up the same old tactics, social media content, and call-to-action next time you are using the rule of seven.
Click here to download the Cheat Sheet!
Mistake #3: Overwhelm and exhaustion. You just don’t have enough time, tools, or team members to follow the Rule of Seven. You’re spent!
Solution: The Rule of Seven doesn’t have to be difficult or exhausting. Involvement from a couple of board members or volunteers can give people the nudge to take action. Ask simple requests to have them help spread the message, announcement, or fundraiser. But, remember to make it easy!
That means creating a few pre-packaged blurbs that each volunteer, board member or advocate can share on their own networks AND a graphic or photo to go along with it. They can always modify the caption to their own voice, but many love the easy of just “cutting and pasting” done-for-you messaging and graphics.
Ready for some extra credit? Use video! Challenge yourself to host or co-host a Facebook Live or Instagram Live — doing so will absolutely boost your visibility, traction, and amplify your efforts.
Ready to take your organization’s effectiveness to a whole new level? My colleague, Sean Kosofsky, aka The Nonprofit Fixer, has written an epic roundup of 18 Nonprofit Metrics You’re Not Using – But Should. Head over to his blog here to dive into the full list!