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The PSYCHOLOGY of PHILANTHROPY

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?.

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The PSYCHOLOGY of PHILANTHROPY

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  1. ThePSYCHOLOGYof PHILANTHROPY UNC System Advancement Symposium East Carolina University | Greenville, NC May 17, 2019 Scan to download presentation

  2. Scan to download presentation

  3. JEFF HILL Campaign Director jeff_hill@unc.edu | @JeffHillUNC

  4. What best describes your role? • Frontline fundraiser • Annual fund • Alumni relations • Communications & marketing • Advancement services • Other http://etc.ch/xCii

  5. Prospect Fundraiser TASK Fundraiser: Persuade the prospect to make a $1,000 annual leadership gift.

  6. 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.

  7. ARISTOTLE The Art of Rhetoric Source: Wiki Commons/Jastrow

  8. Ethos Source: Wiki Commons/Jastrow

  9. Pathos Source: Wiki Commons/Jastrow

  10. Logos Source: Wiki Commons/Jastrow

  11. In your opinion, when do you most need tools of persuasion as a fundraiser? • Qualification • Cultivation • Solicitation • Stewardship http://etc.ch/xCii

  12. THE DONOR CYCLE PERSUASION and

  13. “ 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 ”

  14. THE DONOR CYCLE PERSUASION and

  15. AUTHORITY People will follow the lead of credible, knowledgeable experts. Source: Cialdini, Chapter 6, Cialdin & Martin, Science of Persuasion, https://www.youtube.com/watch?v=cFdCzN7RYbw

  16. Morehead Planetarium and Science Center susan@email.com Morehead Planetarium and Science Center 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

  17. 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

  18. How much does the tip increase on average? • 3 percent • 14 percent • 23 percent • 30 percent http://etc.ch/xCii

  19. Football Tickets = ???

  20. Source: Carnegie, Part 4

  21. Source: Carnegie, Part 4

  22. THE DONOR CYCLE PERSUASION and

  23. Source: CBS

  24. She said she liked me. Actor McLEAN STEVENSON when asked how his wife tricked him into marrying her. ” “ Source: CBS

  25. LIKING & FRIENDSHIP • Be genuinely interested • Smile • Use their name • Listen • Think in terms of their interest • Make them feel important Source: Cialdini, Chapter 5, Carnegie, Part 2.

  26. SOCIAL PROOF One means that we use to determine what is correct is to find out what other people think is correct. Source: Cialdini, Chapter 4, Mortensen, Chapter 6, 13

  27. THE DONOR CYCLE PERSUASION and

  28. COGNITIVE DISSONANCE When attitudes conflict with actions, attitudes or beliefs, we are uncomfortable and try to change. LEON FESTINGER, 1957 “ ” Source: Mortensen, Chapter 3

  29. Adapted from Andrea Kihlsted presentation. May 17, 2013

  30. Adapted from Andrea Kihlsted presentation. May 17, 2013

  31. “Foot-in-the-Door” • Small commitments • Written commitments • Public commitments Source: Mortensen, Chapter 3

  32. Using FITD effectively • The first request • Your prospect’s viewpoint • External incentives: DON’T • The source of the request Source: Mortensen, Chapter 3

  33. SCARCITY Source: Carnegie, Chapter 1, Cialdini, Chapter 7.

  34. FORCED COMPLIANCE THEORY

  35. FORCED COMPLIANCE THEORY

  36. 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 proof • Law of obligation http://etc.ch/xCii

  37. 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 proof • Law of obligation http://etc.ch/xCii

  38. Your annual report lists the names of 1,000 donors. You are using… • Cognitive dissonance • Social proof • Law of obligation http://etc.ch/xCii

  39. THE DONOR CYCLE PERSUASION and

  40. INVOLVEMENT • Increase participation • Ask for advice • Ask questions • Physical movement • Getting people saying “yes” Source: Mortensen, Chapter 11

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