What’s not to like?
People prefer to say yes to those they like. This is how social psychologist Robert Cialdini defines one of his six principles of persuasion: Liking.
According to Cialdini, we tend to like—and therefore agree with—people who share similarities with us, pay us compliments, or cooperate with us toward mutual goals.
Can understanding and applying this principle strengthen our fundraising and marketing efforts? Absolutely!
The Principle of Liking in Action
Let me share a recent experience that perfectly illustrates the power of liking in action. Just last week, my daughter and I arrived in Inverness, Scotland, for a hiking trip in the Highlands. We met Eleanor, a friendly local who drove us from the airport to the rental car booth.
Eleanor’s warm demeanor and helpful advice instantly made us feel at ease. She offered us a free upgrade to a more suitable car for our journey and shared valuable tips on where to hike and what to avoid. She even convinced me to add insurance coverage—something I usually decline—because I trusted her judgment.
This experience reminded me of the principle of liking and its profound impact on our decisions. Eleanor wasn’t just doing her job; she was building a relationship, and that relationship made all the difference.
The Role of Trust in Fundraising
Trust is a key driver of fundraising success. When donors trust you, they have greater confidence in your ability to make a positive difference with their contributions. And trust often stems from liking.
Liking plays a crucial role in major gift fundraising, direct response, and legacy giving. When donors feel a connection with you—when they like you—they are more likely to say “yes” to your requests.
Applying the Principle of Liking in Fundraising
As fundraisers, we can consciously apply the principle of liking to strengthen our relationships with donors. Whether working on major gifts, direct response, or legacy giving, understanding and applying this principle can help us connect more deeply with those who support our cause.
- Building Connections Through Similarities: Find common ground with your donors—shared values, interests, or experiences can create a strong foundation for trust and partnership.
- The Power of Genuine Compliments: Sincere compliments can go a long way in building rapport. Acknowledge your donors’ generosity, commitment, or wisdom in supporting your organization to strengthen their connection to your mission.
- Cooperating Toward Mutual Goals: Working alongside your donors to achieve shared objectives creates a sense of camaraderie and partnership, making them feel like an integral part of your organization’s success.
Call to Action
If your interest has been piqued through this discussion of Cialdini’s principles, I strongly recommend reading his classic work, Influence. The book was life-changing for me, and it can be for you too.
Let’s continue to build these connections and apply the principle of liking to our fundraising efforts. By doing so, we can foster trust, enhance our impact, and ultimately make a greater difference in the world.
