Chaos theory is an area of study most commonly applied to subjects like physics, engineering and economics, but the theory can be applied to fundraising too says Emma Houghton.

The foundations for Chaos Theory were originally laid by French mathematician, Henri Poincare. It basically suggests that something seeming small and insignificant can bring about massive change. For example in the 1998 British Movie, Sliding Doors; where Helen’s (Gwyneth Paltrow) life is dramatically changed by simply missing her train home.
It is now used in everyday life by parents trying to teach their children what will happen if they don’t do their homework, employers explaining to staff the implications of that report not being done on time and by young romancing couples contemplating the chain of events that ultimately lead to their meeting each other.

As I said, the theory can be applied to fundraising too. Whether you are that fundraiser stood outside the local shop, the girl on the end of the phone or the volunteer at that festival everyone goes to – your conversation is important. There is no such thing as a throw away comment and you are not ‘just’ a fundraiser. Every word you say has meaning and every gesture you make can give even more meaning. But where does it go after that?

The butterfly effect is all around us and we, especially as fundraisers, need to be thinking about the consequences – good and bad - of our actions. Just because someone said no to a regular gift, it doesn’t mean that they will never donate. The difference between ending the communication and leaving that person with a good feeling or leaving them with a bad feeling could also be the difference between £2 in a tin next week and a £7000 legacy a few years down the line.

As fundraisers, we have the power to change the world, one conversation at a time. Every poster a donor sees, each conversation we have with them and every letter we write can have unimaginable impact as the donor’s connection to the charity often extends much further than we realise. Leaving them uninspired will not change the world, but ending that call with a passionate and enthusiastic donor could result in further donations, volunteering, recruiting their friends and family to support and more endless possibilities. So next time you fundraise, remember...

It has been said that something as small as the flutter of a butterfly's wing can ultimately cause a typhoon halfway around the world - Chaos Theory