Visionary Fundraising For Nonprofits
Visionary Fundraising For Nonprofits
7-11-4: The Rule That Opens Donor Doors
In today’s crowded nonprofit landscape, simply having a worthy cause isn’t enough to break the curse of being ignored.
Google’s groundbreaking research has revealed what fundraisers need to achieve before donors feel comfortable giving: the 7-11-4 rule.
This framework isn’t just for businesses—it’s essential for nonprofits seeking to transform casual interactions into committed donors.
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In today’s crowded nonprofit landscape, simply having a worthy cause isn’t enough to break the curse of being ignored.
Google’s groundbreaking research has revealed what fundraisers need to achieve before donors feel comfortable giving: the 7-11-4 rule.
This framework isn’t just for businesses—it’s essential for nonprofits seeking to transform casual interactions into committed donors.
Understanding the 7-11-4 Rule for Nonprofits
According to Google’s two-year study, before making a buying decision, consumers need:
- 7 hours of content engagement
- Across 11 touch points (occasions)
- On 4 different platforms
These requirements also apply to nonprofits who are trying to influence potential donors to interact with their mission financially.
The Power of 7 Hours: Creating Meaningful Engagement
The first component—7 hours of interaction—emphasizes the cumulative time potential donors spend engaging with your nonprofit.
In today’s attention economy, simply telling people what you do and sending appeals isn’t enough.
You need to offer meaningful, story-driven content that keeps potential donors interested until they decide to join your mission financially
These 7 hours don’t happen all at once. They accumulate through:
- Watching your impact videos
- Reading beneficiary stories
- Electronically
- Reading your donor stories
- Reading your volunteer stories
- Listening to your podcast
- Listening to your podcast appearances
- Engaging with social media content
- Opening and reading your emails
- Website interactions
Building Familiarity: 11 Strategic Touchpoints
The second element—11 different touchpoints—or occasions.
Google’s research confirms what fundraisers have long suspected: people rarely donate after encountering an organization only once.
These might include:
- Initial social media discovery
- Website visit
- Email signup
- Welcome email (your “handshake”)
- - Second email in your welcome series
- - Third email (and more)
- Blog post featuring a beneficiary, donor, or volunteer story
- Blog post featuring the problem your mission aims to solve
- Video testimonial
- Social media comment exchange
- Donation page visit
- Impact report download
- Printed newsletter
Diversifying Platforms: The 4 Location Strategy
The rule suggests these interactions should happen across at least 4 different locations or platforms.
Your four platforms might include:
- Your website (owned media)
- Their email inbox
- Social media
- In-person events
- Direct mail
- Electronic Podcast/Media appearances
Getting Started
- Start "swiping" good content
- Good emails
- Good websites
- Good videos
- Good print material
Final Thoughts: Building Trust Through Strategic Engagement
The 7-11-4 rule encourages nonprofits to think beyond transactional fundraising and focus on relationship building.
By creating extended, meaningful engagement across various touch points and platforms, you establish your organization as trustworthy, memorable, and indispensable to your donors.
Remember: In fundraising, trust is the currency that precedes financial support.
The 7-11-4 rule gives you the strategic framework to build that trust systematically and intentionally.
How many touchpoints does your current donor journey include? Are you meeting the 7-11-4 standard?
Do you have a "Welcome" email series? One of the greatest ways to "shake" folks hand when they introduce themselves to you is a welcome email series. To help you I have created a guide to help you. It's free. GET IT HERE