It's About Them, Not You

Too often, we design ideas, partnerships and programs in a vacuum.  We create something new based on personal experiences, and what we think our constituents need.  When was the last time you asked your constituents what is or would be meaningful for them? How can you help them do their work better or create added value for their company or organization? I guarantee if you ask them, they’ll tell you. Find out what’s important to them personally and professionally, instead of telling them what’s important to you.  As Steven Covey would say, “Seek first to understand, then to be understood.”  in my experience, when I've learned about what's important to them, I can begin making connections in authentic ways.  I can be honest about what I can help them with, and what I can’t. Everyone has a story to tell if we let them.



Capitalizing on Word of Mouth

A new report form McKinsey Research demonstrates that word of mouth is no longer just an intimate act: Consumers post product reviews online and disseminate opinions through social networks. Research shows that word of mouth has its biggest impact when consumers decide which products to consider and when they're actively evaluating products — at those moments, 18% and 19%, respectively, see it as the single most important factor influencing them.

What opportunities do you give satisfied customers to promote your programs through word of mouth through their networks for the benefit of your organization? In what ways do you, or could you, reward your faithful fans for helping you sell more tickets, raise more moeny or create more fans?

Try A Post-It Note to Raise More Money

In his research, social scientist, Randy Garner, mailed surveys to people with a request to complete it. The survey was accompanied by either:

a) a handwritten sticky note attached to a cover letter requesting completion of the survey;

b) a similar handwritten message in the corner of the cover letter; or

c) the cover letter and survey alone.

The results …

More than 75% of the people completed the survey with the sticky note attached. While 48% of those who received the handwritten note responded, only 36% complied when simply receiving the cover letter with no personal note of any kind.

The results of this study point to the recognition people have when you take a little extra time to add a personal touch. The more personalized the request, the more likely someone will comply. When was the last time you sent a colleague a hand-written thank you note?  How might attaching a sticky note to your next fundraising letter increase the response? Try it, and tell me about your success.

For this and 49 more persuasion tips, I highly recommend the book: Yes!: 50 Scientifically Proven Ways to Be Persuasive by Goldstein, Martin and Cialdini. And, yours truly has a case study published on pages 230-231.