power of persuasion building skills for getting to yes john t. “jack” hitchens, crna, ba bette...

Power of Persuasion

Building Skills for Getting to Yes

John T. “Jack” Hitchens, CRNA, BABette M. Wildgust, CRNA, MS, MSN

Advancing the science of anesthesia through education and research

Ethiopia sends Aid to Mexico

• Ethiopian Red Cross sends funds to Mexico after earthquake.

• Despite enormous needs in Ethiopia, money is sent because Mexico had helped in 1935.

• The need to reciprocate.• Obligation triumphed.


Science of Influence

• Why is that one person feels obligated to another?

• What compels someone to fulfill an obligation?

• Can one person influence another ethically, in a way that leaves both parties feeling satisfied?



Four Rules of Influence that offer

opportunities for non profit development:

1. Reciprocity

2. Scarcity

3. Authority

4. Consistency



Successful nonprofit leaders understand the rules of influence and employ them ethically. Rather than putting people in a hammerlock, they uncover pre-existing affinities, “informing people to yes.”

As a consequence, even after complying, people are likely to feel positively toward the nonprofit and its cause, and are more willing to comply with future requests.


Reciprocity

• People try to repay, in kind, what another person has provided them (it is this rule that prompted Ethiopia’s gift to Mexico)

• Reciprocity’s power stems from the fact that a person can trigger a feeling of indebtedness by doing an uninvited favor.

• People feel obligated to repay whether or not they have asked for a favor.


Reciprocity

• Nonprofit leader taps the reciprocity rule by describing future support as payback for what they have already given.– Veterans –Mailing Labels– Hare Krishna – Gift of flowers.– Girl Scouts – alerting members of

Congress to Girl Scout programming that is already benefiting their communities.


Reciprocity• Rejection-Then-Retreat: Getting Them to Give

Reciprocity also governs another kind of behavior that lends itself to compliance: concessions. If two people start out with incompatible positions, and one person makes a concession, the other feels a need to reciprocate with a concession in return.

• Zoo Trip• Blood donation


Scarcity• Opportunities seem more valuable when they are less

available.• Almost everyone is vulnerable to the scarcity principle. • Sometimes all that is necessary to make people want

something more is to tell them that before long they can’t have it.

• That’s why advertisers use lines such as “limited supply,” “limited time only,” and “last chance offer.” People want

products and services more under those conditions.


Scarcity• While scarcity is commonly thought of as consuming

products or services in limited supply, we can take advantage of the scarcity rule by uncovering and describing our organization’s uncommon or unique features that cannot be found elsewhere.

• If an organization is the only one in a given country, or even a given city, providing a needed service, we should let potential donors know this.

• Giving to such an organization may make donors feel special and privy to something few are part of.

• Fundraising campaign should facilitate that uniqueness.


Scarcity

• Nonprofits can also curry allegiance – and encourage future giving – by providing major givers with access and perks unavailable to the public.– Greengrants- allows the fund to make grants

in places where others generally don’t.– Grace Cathedral- provide access to what you

would not be able to see otherwise.


Authority

• Authority-people tend to defer to legitimate authorities as a decision making shortcut.

• There exists a kind of expert worship in most cultures. People are very willing to follow the suggestions of legitimate authorities.

• This represents a kind of shortcut that people can use to decide what to do – and usually be right – without having to think too much about a situation.


Credible Authority• Research shows that credibility consists of two separate

features: knowledge and trustworthiness. A credible expert is first of all knowledgeable, but also can be trusted to provide information in a way that is honest and not self-serving.

• Many fundraisers describe both the strengths and weaknesses of their case; but most start with the strengths before dropping in the weaknesses. Mention the drawbacks first – The consequence should be not only effective, but ethical as well.


Credible Authority

– Avis- we are not #1, but we try harder.– Greengrants- It is difficult to identify

grassroots groups.– Crossing the Street


Consistency

• The dramatic change is caused by a common tool of social influence that lies deep within people, directing their actions with quiet power.

• It is, quite simply, a desire to be (and to appear) consistent with what we have already done.

• Once we make a choice or take a stand, social and internal pressures prompt us to behave consistently with that commitment.


Consistency• Research indicates that a person’s sense of commitment

deepens even further if the commitment is made voluntarily and publicly, and if it is written.

• Donors, for example, are much more likely to fulfill pledges that are uncoerced, public, and put in ink.

• Commitment to the result of Consistency– Once an active commitment is made, self-image is

squeezed from both sides. – From the inside, there is a pressure to bring self

image into line with action. From the outside, there is a pressure to adjust this image according to the way others perceive us.


Consistency

• American Cancer Society – door to door collection.

• St. Lukes – Board retreat.• Aids Education – Written commitment.


Pulling It All Together

• Reciprocity, scarcity, authority, and consistency are four powerful tools of influence when employed separately. But to maximize impact, nonprofit leaders should utilize the tools in concert.

– Children's Hospital of Los Angeles


AANA Foundation

• Reciprocity• Scarcity• Authority• Consistency

Discussion:

Use these tools to promote the Foundation!


AANA Foundation

• Reciprocity: – Point out services, benefits and

advantages that the Foundation has ALREADY provided to CRNAs/students.

– What are these and how do they benefit CRNAs• Advocacy; contributing to the science of

anesthesia; continuing education


Reciprocity

• You can describe future services and support as PAYBACK for what the donor is giving: need $$$ for pain research, workforce studies and clinical research: Need to be recognized as nurse scientists.

• OPT OUT and CEA Studies: already demonstrate the value of CRNAS to hospitals, communities, state and federal government

• PAIN Outcomes Research can demonstrate this as well


AANA Foundation

• Scarcity:Describe why the Foundation was formed

and its unique features that cannot be found elsewhere

Still have the potential for defunding in 2 years: Loss of programs and support


SCARCITY: Allegiance

• Foundation provides recognition and perks (which curries allegiance and future giving) unavailable to those who don’t give:– FFL: recognition, red ribbon with

medallion, opening ceremonies, FFL Awards and Recognition event


AANA Foundation: FFL

• Wall of Donors’ names at the AANA Headquarters



• This wall is empty• So let’s fill it up!



• Red ribbons with medallion and recognition at Opening Ceremonies


SCARCITY: Allegiance

• Corporate Donors: recognition and perks:– Major donor table at Banquet– Access to AANA leaders– Recognition at fundraisers– Opportunities for additional recognition:

website, publications, sponsorships


AANA Foundation

• Authority: – Advocates: mention your credentials,

background and experience with the Foundation: you are the expert to your audience (at least at the end of this workshop you will be!)

– Not a direct fundraising appeal but increases the credibility of the organization


AANA Foundation

• Authority: – Another approach: tell you audience that

the Foundation needs to identify those CRNAs who can contribute to the science of anesthesia: pain, peds etc

– Direct them to the Foundation’s website; on line applications for grants, fellowships, staff assistance


AANA Foundation

• Authority: – Don’t be afraid to mention the drawbacks:

a given grant may only impact one small aspect of our practice but in the long run, research into this will support CRNA scope of practice


AANA Foundation

• Consistency: voluntary, publicly and if it is written (check is in the mail)– Challenge your state association’s BOD: ask them

directly (we did) in public, like at a state meeting– Ask for donors to go to the microphone to make

their pledge (anything that starts with the letter “C”)

– Create excitement and competitiveness between states, students, schools


AANA Foundation: Objectives

• Develop an action plan for fundraising events: – Target audience– Place and time– Get sponsors (corporate if possible)– Advertise– budget



• Mentor New Advocates– Use the Foundation materials, handouts to

educate them regarding the responsibilities of being an Advocate

– Encourage state association to send advocates to meetings/workshops and to assist them in developing fundraising events

– Other suggestions?



• State meetings– Request the program committee/BOD to have time to do a

presentation during state meetings: when is the best time to do it? Business meeting? Lunch? Cocktail hour? Meet Corporate exhibitors, discuss ways they can donate; stress recognition; educate the members

– BOD meetings: Advocate update on activities, fundraising goals; educate the board; Fiscal support by the state association is crucial for your success

– Exhibit at State meetings: booth or table, posters, silent auctions, give- aways, contests, raffles

– Be visible, get known, develop your expertise and share it


power of persuasion building skills for getting to yes john t. “jack” hitchens, crna, ba bette...

Documents

science of anesthesia

research slide

reciprocity people

person influence

reciprocity rule

rules of influence

scarcity opportunities

reciprocity nonprofit