Reciprocity

Think for a moment of someone who's gladly done you a favor.

Gave you a ride to work when you had a flat.
Helped you prep for a difficult interview.
Loaned you a book you really loved.

Whatever it was, they did it gladly, as if they really wanted to help you.

How'd that feel?

I'll bet that, for a while at least, you might have looked for some way to pay them back.

Not because they expected it. Just because you wanted to.

Now think a moment about someone who frequently asks you for help.

I'm sure you do your best, but I bet you're not trying very hard to think of new ways to help them.

What's going on here?

It's a simple human behavior called reciprocity:

Someone helps me, I somehow want to help them. Someone keeps asking me for help, I somehow kinda don't feel so motivated.

This may be something to consider as you shape your communications strategy.

Of course your newsletters and emails are meant to support your mission.

But what if you could also find a way to let them help the people who are reading them?

Wouldn't they be even more motivated to help you in return?

Yeah. Yeah they would.

All the best,
A.