Understanding Principles of Persuasion and Communication Steve - PowerPoint PPT Presentation

Oct 02, 2022 •209 likes •453 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

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 – principles of communication
How we make decisions vs
vs
Possible “elephants”  Altruists  Communitarians  Devouts  Dynasts  Investors  Repayers  Socialite
Question: How likely is it that tax benefits are a donor’s “elephant”?
Principles of Persuasion  Commitment and Consistency  Social proof  Scarcity / Loss Aversion  Authority  Liking  Reciprocity  Contrast
Commitment and Consistency 17% 76%
Social Proof
Scarcity / Loss Aversion
Principles of Communication  Simple  Unexpected  Concrete  Credible  Emotional  Stories
Unexpected
Unexpected
Unexpected You don’t have to be Rich to make a gift to the University of Denver
Concrete Remember…
Concrete
Emotional
Emotional
Questions then Conclusion

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