Did you know Chicken Soup for the Soul books have been translated into 43 languages, have been published in over 100 countries, and have sold more than 500 million copies worldwide? Amazing!
Author Harry Che writes that when authors Jack Canfield and Mark Victor Hansen wrote their first ‘Chicken Soup for the Soul: Stories to Open the Heart and Rekindle the Spirit’ book, they asked many marketing experts on how best to market the book. In ‘The Success Principles(TM): How to Get from Where You Are to Where You Want to Be’, Canfield tells how they settled on ‘the rule of 5’. Every day they did 5 intentional things to promote the book. Some examples:
- 5 Radio interviews
- Send a copy to 5 book reviewers
- Send a copy to 5 celebrities
In a little over a year ‘Chicken Soup for the Soul’ appeared on the best sellers list. Mark and Jack’s focus on daily actions proved pivotal to the book series success.
Choose Three Intentional Sets of Fives
Similarly, Operation Saturation (OS) is organizing vital partners from North America to advance their their holistic church service ministry in India with three intentional sets of fives. Let me explain.
In other posts, I’ve written on the need to encourage Board members, staff and key volunteers to be intentional about inviting friends of influence to consider generous partnership involvement in your cause. We are expanding this idea with Operation Saturation by focusing on identifying prospective financial and/or advocacy partners in Groups of 5, divided by either their geographic location or affinity affiliation.
For example, we are connecting with partners in Kansas City. Based on their partnership response this year, we are resourcing:
- 5 Business or Professional Leaders (by evaluating their response to OS’s outreaches)
- 5 Partner Churches (based on their involvement with OS)
- 5 Friends of Influence (who enjoy connecting with KC business/professional and/or church leaders)
As we identify these friends and ask them for short term intensive involvement, we keep track of all activity on a Partner Engagement Tracking Form.
Next step. We choose another city such as Cincinnati and we map out this city in the same way. The result? Dozens and dozens of new prospective partners or connectors. These connectors may very well have close relationships with each other in their own cities. And they will also have opportunities for accelerated financial or advocacy involvement with OS because they want to reach OS’s short term goals, in this case an End-of-Year Matching Gift effort.
The involvement of these networked financial and advocacy partners leads to rapid acceleration of OS ministries in India. The 5-5-5 connection plan builds a personal connection with partners in a city and makes known the cause of delivering the Good News in dozens of villages in the states of Telangana and Andhar Pradesh.
You can also organize the 5-5-5 financial and advocacy partners in your city by their affinity interest. For example, an international ministry I served had a concentration of retired military officers as major donors. We set up regular Vision Briefings at a prestigious Army/Navy Club and attracted many new partners as a result. Other ideas include hosting gatherings with prospective major donors who share mutual collegiate, sports and/or hometown affinity.
Pursue the 5/5/5 Plan to jumpstart your financial and advocacy support team! Feel free to comment below or shoot me an email with questions or additional ideas on this topic.