The Art
(and Science)
of Persuasion
Anne T. Melvin
Director of Training and Education
Harvard University
Yes! 50 Scientifically Proven Ways to Be
Persuasive – Robert B. Cialdini
The Art (and Science) of Persuasion
Liking – We say ‘yes’ to people we like. The more we like them,
the more we want to say ‘yes.’
Social Proof – We look to what others do to guide our behavior
Reciprocity – We feel obligated to return favors performed for us
Commitment and Consistency – We want to act consistently
with our stated commitments and values
Authority – We look for experts to show us the way
Scarcity – The less available the resource, the more we want it.
The Art (and Science) of Persuasion
Liking – We say ‘yes’ to people we like. The more we
like them, the more we want to say ‘yes.’
The Art (and Science) of Persuasion
Liking – We say ‘yes’ to people we like. The more we
like them, the more we want to say ‘yes.’
Social Proof – We look to what others do to guide our
behavior
Social proof – the art of testimonials
Close as possible to audience you’re trying to reach
Social proof – the art of the box chart
Social proof – the art of the bequest ask
“Mrs. Hu, thank you for
your generous gifts over
the years. You’ve been
such a loyal and
tremendous supporter
of our organization. You
know, many donors
who give as regularly as
you have put our
organization in their will;
what are your thoughts
about doing that?”
AVOID Negative Social Proof
“Only 8% of
classical music
listeners give to
WCMU radio
station….
Please give….”
The Art (and Science) of Persuasion
Liking – We say ‘yes’ to people we like. The more we
like them, the more we want to say ‘yes.’
Social Proof – We look to what others do to guide our
behavior
Reciprocity – We feel obligated to return favors
performed for us
Reciprocity: pump up the volume
1. Significance (two is better than one)
2. Unexpected (candy after turning away)
3. Personalized (‘I’m giving you this second candy
because you were a really nice customer”)
Reciprocity – the art
Reciprocity – the art
Photos
Reciprocity –
the art
Small,
personalized
gifts
Final advice on reciprocity!
The Art (and Science) of Persuasion
Liking – We say ‘yes’ to people we like. The more we like them,
the more we want to say ‘yes.’
Social Proof – We look to what others do to guide our behavior
Reciprocity – We feel obligated to return favors performed for us
Commitment and Consistency – We want to act consistently
with our stated commitments and values
Commitment and consistency – the art
Written pledges
“Can you please
respond to this
email with a 'yes'
that it's your
intention to make
the $500 gift we
discussed?"
Commitment and consistency – the art
• Advisory groups –
written report
• Volunteers – talk
about your org to a
friend
Commitment and consistency – the art
Ask volunteers to write a
fundraising letter to their
friends and follow up with
phone calls
Ask a low-level
supporter with
potential to host a
dinner party/cocktail
party
The Art (and Science) of Persuasion
Liking – We say ‘yes’ to people we like. The more we like them,
the more we want to say ‘yes.’
Social Proof – We look to what others do to guide our behavior
Reciprocity – We feel obligated to return favors performed for us
Commitment and Consistency – We want to act consistently
with our stated commitments and values
Authority – We look for experts to show us the way
The Art (and Science) of Persuasion
Liking – We say ‘yes’ to people we like. The more we like them,
the more we want to say ‘yes.’
Social Proof – We look to what others do to guide our behavior
Reciprocity – We feel obligated to return favors performed for us
Commitment and Consistency – We want to act consistently
with our stated commitments and values
Authority – We look for experts to show us the way
Scarcity – The less available the resource, the more we want it.
Scarcity – the art
Same message, different emphasis
"John, if you make a gift “John, only 20% of the challenge match
of $100,000, you will funds are left. Several other donors are
qualify for the scholarship thinking about using the match. If they
matching challenge, do, I can’t guarantee there will be any
making a total campaign match left for you. Will you make a gift of
gift of $200,000." $100,000 now to qualify for the match?”
Scarcity – the art
planned giving context
“Cynthia, you and John "Cynthia, right now, you and John qualify for a
6.0% charitable gift annuity. In three months, we
qualify for a 6.0%
expect the gift annuity rates to drop, and I'll only
charitable gift annuity.” be able to offer you and John a rate of 5.7%. If
you act before January to establish the annuity,
we can set up the annuity at the higher 6.0%
rate."
LOSS
AVERSION
Perceptual Contrast
Things look different,
depending on how
they are presented to
you.
Perceptual Contrast
Rienzi P. and the
CRUT
Making perceptual contrast work
FOR you
• Present not-so-good
choice first
• Present best choice
next and last
• Don’t present too
many choices
Fluency
• A message that is difficult to decode, pronounce,
understand, is less CONVINCING than one that
is easy.
• Ex: “If the glove don’t fit, you must acquit!”
Fluency
Use a rhyme and your gifts will climb
If this abandoned dog could speak, she’d tell you
“The fixed rate supports the Haight!”
Fear: Fight…or Freeze?
Research shows that fear-arousing communications
motivate audience to TAKE ACTION to reduce the
threat….
Except when it describes a danger and the audience isn’t
told how to reduce that danger.
• Block out the message
• Freeze
Commitment and consistency – the art of the ask
What I'm hearing from you,
Tze, is that it's important
that we're able to keep
attracting the best
students, even if they, like
you, have a father who
wasn't there for most of
their childhood, and that
it’s important that Harvard
is able to provide a full ride
for students, like you had.
Is that correct? That's
Harvard’s goal too. I’d like
for you to consider making
that possible for the next
generation of students with
a gift of $250,000."
