So Want to improve your communications for end of year donor development or other community building campaign?
Take just one of the 6 core principles shared in this great video overview piece on the Science of Persuasion and you’ll be sure to see some improvements in responsiveness and engagement.
First, take a look at this fun video:
I’ve previously shared about the book, The Science of Giving: Experimental Approaches to the Study of Charity — edited by Daniel Oppenheimer and Christopher Olivola. If you want to learn more about the 6 principles shared in the video, that you’ll love this book — because it talks about the value, social factors, role of emotions and other important influences in charitable giving.
But again, even before diving into the Science of Giving book, I’d challenge you to take just one of the principles of persuasion presented here, and figure out a way to incorporate some of it into something you’re doing right now. How can go back and revise language or positioning, or the sequence of messaging to leverage this learning? Here’s a quick review again of the principles. . .
6 Principles of Persuasion
- Reciprocity – People tend to return a favor. There is a perceived exchange that needs to take place when you trigger this principle
- Scarcity – We have all seen this in action: highlighting scarcity can lead to increased demand
- Authority – Presenting credentials to set-up authority can make a big impact on reception of messaging
- Consistency – It is amazing how compliance with smaller asks up front will allow people to follow-through with bigger asks later.
- Liking – The reason why Facebook ads feature people you know next to them that have already “liked” them first. It is why referral marketing is so important.
- Consensus – Social proof! This is one of the easiest things to integrate into your communication efforts right now.
So which one surprises you? Which one are you already utilizing? Which ones are you considering? Share below and commit to considering how to use it further in your communications work.