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Harnessing the Science of Influence

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HARNESSING THE SCINCE OF INFLUENCE
Implications for Nonprofit Leaders

Robert Cialdini suggests that at least four rules offer unique opportunities for nonprofit development. There are: 1. Reciprocity
People try to repay, in kind, what another person has provided them. All of us are taught we should find some way to repay others for what they do for us. Most people will make an effort to avoid being considered a moocher, ingrate, or person who does not pay their debts. But when reciprocity is exploited to created unnatural obligations, where only one part benefits, and the other feels manipulated, the strategy may work in short term but will likely fail in time.

2. Commitment and Consistency
A motive that lies deep within people, quite simply, the desire to be (and appear) consistent with what we already have done. Once a person make a choice or take a stand, however small initially, social and internal pressures prompt us to behave consistently with that commitment.

3. Scarcity
This can be said as ‘The Rule of the Few’. Opportunities seem more valuable when they are less available. Hard-to-get things are perceived as better than easy-to-get things. The Scarcity Principle in work field is referred to limited resources and time limits to increase the perceived value of the benefits of helping or working with you. The possibility of losing something is a more powerful motivator than of gaining something.

4. Authority
People are willing to follow the suggestions of legitimate authorities, because most of us are raised with a respect for authority, both real and implied.

5. Social Proof
Sometimes, people decide what is correct by noticing what other people think is correct, especially the way we determine what constitutes correct behavior. If everyone else is behaving a certain way, most assume that is the right thing to do. This

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