Non-Profit Fundraising

Using The “Weapons of Influence” – for Good

 by Christian LeFer – I had heard about Robert Cialdini’s definitive work, a book called “Influence – The Psychology of Persuasion” referenced repeatedly by my favorite marketing gurus, including Eben Pagan and others but had not picked it up until recently; I regret not reading the book sooner. During my career as a copywriter and non-profit fundraising professional for political candidates and causes, I had learned by reverse-engineering and applying the tactics of getting people to “wake up” from what Eben Pagan calls an often “sleepy, boring existence” of much of everyday modern life – and to take some kind of action – by voting, giving, or volunteering. I had learned the practice, but not the theories, of influence. This is like playing guitar by ear without learning to read music: a limiting, (and frankly, lazy), way of being a musician.

Why “Influence” is a must-read for Non-Profit Fundraising

As a consultant to charitable organizations and businesses who helps organizations in obtaining IRS tax-exempt status, non-profit fundraising, and implementing effective marketing systems, I have been carefully going back and re-visiting (or in this case, just visiting for the first time!) the classics on relationships, sales, marketing and human motivation. “Influence” by Robert Cialdini is among my most valuable reads so far – read on to see why I call it a “must read” for non-profit fundraising and business leadership.

In the revised version of “influence” Robert Cialdini weaves a compelling and utterly readable fabric of what he boils down to “compliance” using analogy, anecdote and applied research. We learn why coercion doesn’t work as well as commitment, how people form and ultimately force themselves to live up to a certain self-image – a self-image often directed or influenced by an outside person or interest who then uses that image to induce behaviors – and we also discover many other truths that many of us would rather not confront or believe about ourselves.

The Moral Imperative of using Your “Influence”

What I like about the book, and Cialdini’s treatment of the sometimes disconcerting subject matter, is that he acknowledges that these “Weapons of Influence” are morality-neutral – they can be used for good or for evil. These six weapons, then, ultimately serve those who would use them. Being one who believes that I am fighting for good in this world (which I will admit, is often also the belief of madmen and used car salesmen), shouldn’t I then learn about and wield these weapons as deftly as is possible? Certainly. And I hold scorn and pity for the one who sticks his head in the sand and refuses to learn these arts for the betterment of their fellow man.

My biggest takeaway from this book is that, while we have all used the various weapons at times in our lives, I have a much better understanding of how they connect and reinforce each other. Cialdini uses the story of the Krishnas’ “flower gift fundraising” model to demonstrate how the weapon Reciprocity works with that of Commitment/Consistency. When an expert says we’re running out of some essential commodity, Authority is often powerfully coupled with Scarcity. Web platforms such as Facebook create an overwhelming elixer out of the remaining two two weapons, Social Proof and Liking. Whether you are involved with non-profit fundraising or simply as a traditional and foster parent, understanding these six human motivating values is invaluable, even indispensible.

Conclusion: Understanding Influence is the Antidote to the “Sheeple” Syndrome

The final truth is that everyone from Mother Teresa to your dear old grandpa has an agenda, and has the need to get someone to do something, at some point. It may be in child rearing, in asking for help in a time of need, or in saving someone’s life. The sooner any person understands the push and pull of using influence and it being used on them, the sooner they will lead a more rational, self-directed, and might I say more enlightened existence. Then, when the pitchman, the preacher, or the panhandler makes that momentous appeal in a way that will impact your wallet – or maybe even your very soul – you can go off into eternity having made the a more rational decision, and more likely for the right reasons.

Perhaps no greater contribution has been made to awareness and enlightenment as it pertains to influence than Dr. Cialdini; I predict that my copy will become dog-eared, the pages yellowed as I pick it up again and again over the years, marveling over how my understanding of Influence has benefited me in non-profit fundraising, in business, in parenting, and in life.

Tags: Non-Profit Fundraising, Sales & Marketing, Leadership, Book Reviews, Christian LeFer

Once upon a time, if you wanted to start a non-profit, it was preferred that you had a decent pedigree, that you were a “pillar of the community”. And you certainly didn’t want to be a “failure” in the eyes of society.

Even today, there is a stigma associated with the phrase “college dropout.” You’re a failure, a bust of a student, someone who couldn’t hack it in academia. But, quite often, the non-conformists who couldn’t hack the structure and tempo of higher education are exactly the kind of people who can blaze trails and think outside the box, in a way that the world desperately needs.

Maybe even start a non-profit.

In other words, simply because you couldn’t get good grades doesn’t mean you can’t be a success when the rubber hits the road. Think I’m kidding? Academic “losers” who started with a non-profit idea include: Donald Miller, bestselling author, founder of The Mentoring Project and Jeffrey Hollender, founder of “green cleaning” product company Seventh Generation and non-profit Household Toxins Institute (and now a noted author on the socially responsible business movement).

There’s also  Talia Leman, who at 10 years old, united kids across the USA to raise over $10  million for hurricane Katrina/Rita relief, then leveraged that into RandomKid.org, which empowers kids and adult to empower others.

Are you a “misfit” who wants to start a non-profit? You wouldn’t be alone – in fact, I’d be right there with you!

Case in point: many who have not attended or dropped out of college, or even high school, decided to start a non-profit and have found success in this niche. It just goes to show that you don’t need an advanced degree to be considered legitimate in the eyes of your community, or to make your non-profit organization somehow “more official.”

After all, the main obstacle to making your non-profit official is IRS approval. And we can help you with that.

You might not be an internationally-acclaimed pop star, business tycoon, or artist – but that shouldn’t stop you from following your dreams of establishing a non-profit organization that truly improves the world. The lack of a college education is not always an obstacle. It may make for a speed bump in your white-collar job interview, and it might sometimes be an obstacle when visiting the status-conscious parents of your bride-to-be, but thankfully, we still live in what can be considered a “meritocracy”. Obstacles can be overcome, circumvented, and even, well, smashed right through. After all, who can relate better to the needs of challenged or disadvantaged people: a connected Ivy-League blue-blood, or someone who has been there and overcome adversity? (Hint: Start thinking about the degree you already have – in the University of Hard Knocks!)

There’s no reason you cannot survive and even thrive helping others once you start a non-profit ministry or charity, regardless of education level.

You’ll also find that working for a non-profit organization can be a great way to land a job and get started on your new path, without a formal education. Both start-ups and established non-profits are looking for quality workers, not necessarily college grads. You’ll find that many non-profit organizations out there are fueled, and funded by college dropouts, or people who didn’t pursue their college education at all. Sources for such jobs include: idealist.org, opportunityknocks.org, and philanthropyjournal.org, and there are plenty of resources, including getnonprofitstatus.com that will assist you to start a non-profit.

Ultimately, what determines your level success is not your degree. It’s your heart, your drive, and your passion. There are countless examples of real-life successes who did not complete college or even high school. What made them a success is the same as what makes anyone a success: dedication and focus.

If you’re a college dropout and want to start a non-profit enterprise, what’s your best first course of action? To go back to school?

Probably not. Just as entrepreneurs start companies instead of sitting a class learning things that will be outdated long before graduation day, I recommend researching the world of non-profits, download our free report, and consider what you really want to do with your life. And then dive right in, the water is just fine!

If you or someone you know has experience with a 501(c)(3) despite the lack of a college degree, please comment below and share the story. If you want to start a non-profit – and like what you are reading here, please “like” us on Facebook and add us to your favorites!

Despite Hollywood “Cause Bandwagon”, Some Celebs Will Help Startup Non-Profits

Denver, CO, July 13 – Hours before her Lilith Fair performance in Denver, Colorado, I had the wonderful opportunity to meet Sarah McLachlan. Of course, this presented a natural opportunity to talk about Sarah’s significant involvement with a number of non-profit organizations around the world.

Of course, the most interesting to me are those small, local orgs who have had the thrill – and the major exposure and benefit – of involvement with such a major celebrity. Sarah McLachlan puts her money where her mouth is, giving, supporting, and performing for a variety of causes ranging from yoga therapy to animal rescue.

When we think about celebrities endorsing non-profit organizations, we imagine the “big” ones. Susan G. Komen, Make a Wish Foundation, and any number of animal and literacy causes receive a lot of celebrity endorsements and even construct ad campaigns focused on using celebrities.

You don’t have to be a non-profit for animals or tsunami relief in order to make a name for yourself as a non-profit. Non-profit organizations have a major role in making the world a better place, and just because you think your cause might not exactly rally the nation is no reason to delay launching your non-profit.

So before you count yourself out, consider the fact that there are probably people out there who can appreciate your non-profit’s mission, as long as you have a foundation of solid morals.

Why shouldn’t you necessarily think small? Consider:

●    Start today, and start local. If you count out receiving the support of a minor celebrity or person of local notoriety, then there’s a good chance you’re setting yourself up for a self-fulfilling prophecy. Even if your think your local metropolitan mayor, for example, doesn’t care about art education, you might be surprised if it turns out to be a favorite cause of his. Once you pull a deal together, working your way up is a piece of cake.
●    Find areas you can resonate with your prospective celeb advocate. Even if you think your non-profit might have a small audience or base, you might be surprised about the type of people who would want to associate with you. Local celebrities might be willing to take up your cause, for example, if you work in a similar area to where they grew up. See what this post says about networking, and put it into action finding local and even national celebrities to press your cause.
●    Attract attention by doing good “different”. Worried about construction jobs due to bad public policy? Line the road to your state capitol with cheap, miniature yellow work helmets for a few hundred bucks. Then call the media. Even when you’re not sure about how much success your non-profit will have, you might find that your non-profit story becomes an interesting one simply because of the action you’ve taken and the creative events you might hold. Local news outlets might pick up on your stories when you least suspect it; word of mouth can be a more powerful marketing tool than you might imagine.

In other words, it’s critical to have “blind faith” in the idea that your non-profit can expand and do a lot of good by focusing on its mission and by being honest and genuine in all you do.

But that doesn’t mean you’re excused from putting in hard, creative work. It’s not always easy to stand out in the crowd. The better you are at identifying ways your non-profit can attract good attention, the more likely your non-profit will attract needed attention.

If you want to learn more about launching a successful non-profit and gaining legitimate non-profit status with the IRS be sure to check out our free report.

ANSWER THIS QUESTION: Who are the celebs that match your cause? Write the answer in the comment section below – thanks!