The Science of Persuasion in Advancing Technology Initiatives

Larissa Kelly, Clemson University

Dwight Dozier, Georgia Tech Foundation

Derek Clark, University of South Carolina

Mike Reardon, Blackbaud

I’m Larissa Kelly

@lriggin

21 years in higher education, 13 in advancement at Clemson.

Blackbaud CRM ™ Implementation – Go Live scheduled Feb. 2020

New Data Governance Program

Loves to camp, hike, fish, kayak, and anything else as long as she can enjoy the outdoors!

SENIOR DIRECTOR ADVANCEMENT SERVICES, CLEMSON UNIVERSITY

I’m Dwight D. Dozier

38 years in higher education advancement – Washington State University, The Penn State University, University of Louisville, The George Washington University and the Georgia Tech Foundation, Inc..

Active volunteer governance roles within the advancement and advancement services community.

Fan of the Big Bang Theory.

Active jazz drummer (ask Siri) and aspiring photographer.

CIO, GEORGIA TECH FOUNDATION

I’m Derek Clark

@dclark952

11 months at the University of South Carolina, 12 years at the University of Georgia, and 11 years at General Motors.

Husband of 19 years to a high school biology teacher, and father of 2 teenage girls. Oldest is a freshman at the University of Georgia, and youngest is a sophomore at North Oconee High School.

AVP OF ADVANCEMENT SERVICES, UNIVERSITY OF SOUTH CAROLINA

I’m Mike Reardon

@mreardon428

Change management practitioner, former professor, trainer, and lover of persuasion.

Driver of minivans and golf balls.

Husband, father to 4 kids, one dog, and lots of pet-sitting…

SENIOR PRINCIPAL BUSINESS CONSULTANT, BLACKBAUD

Persuasion…

“human communication that is designed to influence others by modifying their beliefs, values, or attitudes”

Marketing experts estimate that most

Americans are exposed to around 4,000 to

10,000 ads each day.

How many times do we need to communicate before the audience “hears” it?

One time

How many times do we need to communicate before the audience “hears” it?

4%

4-5 times

29%

2 times

14%

6-9 times

6%

3 times

35%

10+ times

12%

The Persuasion Landscape

11

Understanding your audiences

French & Raven

Bases of Power

Cialdini’s

Influence

Where do we turn for guidance?

Understanding Your Audience

Understanding your audiences

Elaboration Likelihood Model

• Process messages in different ways depending on interest/ability

• Central route

• Peripheral route

Social Judgement Theory

• What are our audience’s current attitudes?

• How does our message fit

• Change happens in small increments

Cognitive Dissonance Theory

• Humans crave consistency

• Inconsistency encourages a change in behavior

Robert Cialdini’s Influence

Robert Cialdini:

Principles of Persuasion

Reciprocity Scarcity Authority

Consistency Liking Consensus

French & Raven Bases of Power

French & Raven

Power Bases

Legitimate

Reward

ExpertReferent

Coercive

• What will you take back home with you?

SO

WHAT?

ID & understand audiences

Triggers/short cuts

What’s your power base?

Tell us in a session survey on the mobile app, and you’ll be entered to win a complimentary pass to bbcon 2020 in Seattle, WA!