Understanding Principles of Persuasion and Communication Steve - - PowerPoint PPT Presentation

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Understanding Principles of Persuasion and Communication Steve - - PowerPoint PPT Presentation

Oct 02, 2022 209 likes •457 views

Being Heard: Understanding Principles of Persuasion and Communication Steve Clark Assistant Vice President for Gift Planning Virginia Tech Agenda How we make decisions What to say principles of persuasion How to say it

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Being Heard: Understanding Principles of Persuasion and Communication

Steve Clark Assistant Vice President for Gift Planning Virginia Tech

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Agenda

 How we make decisions  What to say – principles of persuasion  How to say it – principles of communication

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How we make decisions

vs

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vs

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Possible “elephants”

 Altruists  Communitarians  Devouts  Dynasts  Investors  Repayers  Socialite

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Question: How likely is it that tax benefits are a donor’s “elephant”?

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Principles of Persuasion

 Commitment and

Consistency

 Social proof  Scarcity / Loss

Aversion

 Authority  Liking  Reciprocity  Contrast

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Commitment and Consistency

17% 76%

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Social Proof

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Scarcity / Loss Aversion

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Principles of Communication

 Simple  Unexpected  Concrete  Credible  Emotional  Stories

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Unexpected

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Unexpected

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Unexpected

You don’t have to be Rich to make a gift to the University of Denver

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Concrete

Remember…

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Concrete

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Emotional

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Emotional

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Questions then Conclusion

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