The PSYCHOLOGY of PHILANTHROPY UNC System Advancement Symposium East Carolina University Greenville NC May 17 2019 Scan to download presentation Scan to download presentation JEFF HILL Campaign Director ID: 773923
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The PSYCHOLOGY of PHILANTHROPY UNC System Advancement Symposium East Carolina University | Greenville, NC May 17, 2019 Scan to download presentation
Scan to download presentation
JEFF HILL Campaign Director jeff_hill@unc.edu | @ JeffHillUNC
What best describes your role?Frontline fundraiserAnnual fund Alumni relationsCommunications & marketing Advancement servicesOther http://etc.ch/xCii
ProspectFundraiser TASK Fundraiser: Persuade the prospect to make a $1,000 annual leadership gift.
SOURCES Carnegie, Dale. How to Win Friends and Influence People. New York: Simon & Schuster, 1981. Cialdini , Robert B. Influence. New York: HarperCollins, 2007.Mortensen, Kurt. Maximum Influence: The 12 Universal Laws of Power Persuasion. New York: American Management Association, 2004.
Source: Wiki Commons/ Jastrow ARISTOTLE The Art of Rhetoric
Source: Wiki Commons/ Jastrow Ethos
Source: Wiki Commons/ Jastrow Pathos
Source: Wiki Commons/ Jastrow Logos
In your opinion, when do you most need tools of persuasion as a fundraiser?QualificationCultivation SolicitationStewardship http://etc.ch/xCii
PERSUASION and THE DONOR CYCLE
There is only one way … to get anybody to do anything. And that is by making the other person want to do it. DALE CARNEGIE “ ”
PERSUASION and THE DONOR CYCLE
AUTHORITYPeople will follow the lead of credible, knowledgeable experts. Source: Cialdini , Chapter 6, Cialdin & Martin, Science of Persuasion, https://www.youtube.com/watch?v=cFdCzN7RYbw
Dear Susan, You may know that I have become involved with Morehead Planetarium and Science Center recently. It’s a wonderful organization that is doing much to improve science education in North Carolina. I know that science education means a lot to you, so I think you would enjoy getting to know Jeff Hill, Morehead’s Director of Advancement. Jeff has been at Morehead a number of years and knows the organization inside and out. He can tell you about the amazing work they are doing there. He’s a great fundraiser – a true professional. I think you’ll enjoy him a great deal. I’ve asked Jeff to contact you and do hope you will take a meeting with him when he calls. Best, Jean susan@email.com Morehead Planetarium and Science Center Morehead Planetarium and Science Center
RECIPROCITY aka The Law of Obligation We should try to repay, in kind, what has been provided us. Source: Cialdini, Chapter 2. Mortensen, Chapter 5
How much does the tip increase on average?3 percent14 percent 23 percent30 percent http://etc.ch/xCii
Football Tickets = ???
Source: Carnegie, Part 4
Source: Carnegie, Part 4
PERSUASION and THE DONOR CYCLE
Source: CBS
She said she liked me. Actor McLEAN STEVENSON when asked how his wife tricked him into marrying her.“ ”Source: CBS
LIKING & FRIENDSHIPBe genuinely interestedSmileUse their nameListenThink in terms of their interest Make them feel important Source: Cialdini, Chapter 5, Carnegie, Part 2.
Source: Cialdini, Chapter 4, Mortensen, Chapter 6, 13 SOCIAL PROOF One means that we use to determine what is correct is to find out what other people think is correct.
PERSUASION and THE DONOR CYCLE
COGNITIVE DISSONANCEWhen attitudes conflict with actions, attitudes or beliefs, we are uncomfortable and try to change. LEON FESTINGER, 1957 “” Source: Mortensen, Chapter 3
Adapted from Andrea Kihlsted presentation. May 17, 2013
Adapted from Andrea Kihlsted presentation. May 17, 2013
“Foot-in-the-Door”Small commitmentsWritten commitmentsPublic commitments Source: Mortensen, Chapter 3
Using FITD effectivelyThe first requestYour prospect’s viewpointExternal incentives: DON’TThe source of the request Source: Mortensen, Chapter 3
SCARCITY Source: Carnegie, Chapter 1, Cialdini, Chapter 7.
FORCED COMPLIANCE THEORY
FORCED COMPLIANCE THEORY
You ask your board chair to talk about the importance of all board members making a gift. Then you ask the board chair for a $100K gift. You are using…Cognitive dissonance Social proofLaw of obligation http://etc.ch/xCii
You ask your board chair to announce her $100K gift at a board meeting and to encourage other members to make their gift. You are using…Cognitive dissonance Social proofLaw of obligation http://etc.ch/xCii
Your annual report lists the names of 1,000 donors. You are using…Cognitive dissonanceSocial proof Law of obligation http://etc.ch/xCii
PERSUASION and THE DONOR CYCLE
INVOLVEMENTIncrease participationAsk for adviceAsk questionsPhysical movementGetting people saying “yes” Source: Mortensen, Chapter 11
I can live for two months on a good compliment. MARK TWAIN “ ” Source: Library of Congress
THE LAW OF ESTEEMAll humans need and want praise, recognition, and acceptance. Source: Carnegie, Chapter 1, Mortensen, Chapter 12.
SINCERITY.
The PSYCHOLOGY of PHILANTHROPY UNC System Advancement Symposium East Carolina University | Greenville, NC May 17, 2019 Scan to download presentation