We perceive messages as more persuasive if they have a rhythm or cadence that appeals to our sense of musicality: “It seems more true, if it rhymes for you.”
We find it easier to remember the first and the last items in any series we are presented with.
Positioning key messages carefully — at the start or the end of an interaction or a list — means we are much more likely to remember those items. This is especially important if you’re trying to emphasise benefits or impacts.
Companies pay significant amounts to come first in Google rankings. If you’re not on the first page, you’re probably not going to be spotted. When there is a disaster, sadly, many humanitarian agencies compete with each other for Google position, paying to improve their ranking. Even different Red Cross member societies jostle but the ranking pays off in donations.
Make sure your ideas or propositions have a chance to be spotted and remembered, normally involving being positioned first or last. This is why a good DM communication should have an engaging headline and a strong ‘PS’ at the end.
Most fundraisers create ask strings on pages in ascending order, so £5, £10, £15, £20, £25. The priming heuristic suggests you begin the sequence with the larger numbers, so £25, £20, £15, £10, £5. English National Opera have used this high to low sequence to increase the average gift level. This works in cultures where people read left to right.
Paisley Museum in the UK sequenced their capital appeal for a £50M refurb with phase one to secure major institutional 7 figure support; phase two for lesser foundations and companies with 5 figure investments; and phase three for smaller individual 3-4 figure gifts.
Why do we remember the first item on a shopping list… and maybe the last… but forget the stuff in the middle?
Behavioural science has an answer: it’s called the Serial Positioning Effect.
If you work in fundraising, knowing about it can help you make smarter decisions about how to structure your messages, donation asks and supporter experiences.
The serial positioning effect is a well-established principle in cognitive psychology. It shows that:
Things in the middle? They’re often forgotten or blurred together.
This matters in all kinds of decision-making and memory tasks, from recalling a list of words to choosing from a set of options.
Fundraisers deal with lists all the time, whether that’s suggested donation amounts, ticket options, benefit tiers or even the running order of an event.
Here’s how to apply the serial positioning effect in practice:
People tend to:
Pro tip: Try placing your target ask at the top, and a high-value “stretch” amount at the bottom. Don’t bury the sweet spot in the middle.
When offering membership levels or donor packages:
Avoid just stacking tiers from cheapest to most expensive without highlighting one as a mental anchor.
The start and end of an event (or even an email or video) leave the strongest impressions. Put your most emotional story at the beginning or close to the end, not in the middle.
Don’t end with housekeeping. End with impact.
In long-form content (like cases for support), place your strongest testimonials, visuals, or emotional appeals early and late. People skim. They remember what’s first, and what’s last.
It’s not just what you say, it’s when and where you say it.
