The 72‑Hour Rule: Follow‑Through as a Retention Strategy
Most of us have heard some version of “do what you say you will do.” Jerry Smith raises the bar:
“Do what you say you will do – sooner rather than later.”
And he adds a time limit: do not promise anything you cannot deliver within 72 hours.
That sounds like simple professionalism. In fundraising, it is also a donor‑retention strategy.
Credibility has a clock
Think back to your last donor visit. At some point, you probably said something like:
“I will send you that impact report.”
“I will get you a breakdown of the project budget.”
“I will follow up with a draft gift agreement.”
In that moment, your credibility – and your organization’s – gets attached to whatever you just promised.
If three, four, or five days pass with nothing, it may not seem critical from your side. You are busy. There are other donors. Other deadlines.
But from the donor’s perspective, a small question starts to creep in:
“If they are this slow or forgetful with a simple follow‑up, how careful will they be with a six‑figure gift?”
The content of your follow‑through matters. The speed of your follow‑through sends a message too.
The 72‑hour window in a 24/7 world
Jerry’s 72‑hour guideline was written before we all carried smartphones. Today, most donors live in a world of:
Same‑day shipping.
Instant confirmation emails.
Real‑time app notifications.
That does not mean you must respond to everything in minutes, but it does raise expectations. A 72‑hour standard is still a strong benchmark, especially for anything you promised in person.
Prompt follow‑through tells donors:
“You are a priority, not an afterthought.”
“You can trust what I say in the room, because I back it up afterward.”
“Your questions matter enough to jump to the top of my list.”
That feeling is what donors remember when you come back with a major proposal.
Turning intentions into systems
None of us intend to drop the ball. We do it because we rely on memory in a distraction‑heavy job.
To make the 72‑hour rule realistic, you need systems that do the remembering for you:
Capture promises in real time. During or right after every donor interaction, jot down any “I will send…” or “I will check on…” statements. Put them in your CRM tasks, calendar, or a simple follow‑up log.
Time‑block follow‑through. Reserve a block of time the next morning (or same afternoon) specifically for visit follow‑up. Treat it as non‑negotiable.
Use templates wisely. Build templates for common follow‑ups (budget outlines, project summaries, background pieces) so you can personalize and send quickly rather than starting from scratch.
Loop in colleagues early. If your follow‑up requires program or finance input, tell those teams ahead of visits whenever you can so you are not starting the process at hour 71.
When you cannot hit 72 hours
Life happens. Travel days, emergencies, and stacked calendars are real. When you know you cannot deliver the full item quickly, you can still protect trust:
Send a quick note: “Thank you again for our visit. I am working on the information we discussed and expect to have it to you by [date]. I did not want too much time to pass without updating you.”
Even that short message says: “I remember what I promised – and I am on it.”
Follow‑through does not feel glamorous. You probably will not post about it on LinkedIn.
But if you want donors to see you as a steady partner in their philanthropy, not just a persuasive solicitor, how you handle those 72 hours matters as much as what happens in the meeting.