The number three has been significant throughout human history. It has roots in religion, science and math, art and literature, music and more.

Ancient Greek philosophers considered it to be a perfect number and the Latin phrase omne trium perfectum translates to ‘everything that comes in threes is perfect’.

Why three? The human brain looks for patterns to comprehend the world around us and three is the smallest number needed to create a pattern.

Applying the rule of three to your nonprofit communications will help you streamline your storytelling, keep your audiences informed and improve your fundraising activities.

Using the Rule of Three in Nonprofit Storytelling

1. Identify three constituent stories to tell and outline a three-part narrative that includes:

• The catalyst for involvement with your organization
• How the organization has impacted the person
• Immediate and future goals

For example: David is in the third grade and having trouble in school. He’s connected with your organization for academic and social development assistance. After three months in the program, his grades are up and he’s made friends in his peer group. David will be caught up academically and socially by the end of the school year, and he’s also discovered an interest in robotics. We’re helping enroll him in a summer activity so he can explore this interest further.

Be sure to look for stories outside of your core beneficiaries, too. Donors, volunteers and staff have unique experiences with your organization and they’re also part of your audience.

2. Choose three communication channels (social media, email newsletter, website, traditional media, etc.)

3. Feature each story in each channel once a month for three months

Using the Rule of Three in Donor Communications

1. List three recent organizational achievements and outline a short description for each, including:

• How the achievement came to be
• Who in your constituency benefits from the achievement
• How the achievement will impact your organization

2. Choose three communication channels (social media, email newsletter, website, traditional media, etc.)

3. Feature each achievement in each of the channels once a month for three months

Using the Rule of Three in Fundraising

In the nonprofit world, this is the 3-1 Cultivation-Ask Rule, which means donors should get three touches between gifts or solicitations. A thank-you phone call is a good first touch. The second could be an email newsletter that highlights a constituent story or organizational achievement, and a personal note from a board member, staff person or program beneficiary would be a good third touch.

It’s tempting to include an ask in every email newsletter, video update and social media post, but try to keep regular communications and fundraising separate. Including an ask too often could reduce engagement with your content and hamper your fundraising efforts over time.