Introduction:
“What’s not to like?” We’ve all heard this phrase before, often said with a smile when someone is particularly charming or agreeable. But beneath the casual tone lies a profound truth about human behavior: people are more inclined to say yes to those they like. This simple yet powerful idea forms the foundation of one of Robert Cialdini’s six principles of persuasion—liking. When we like someone, we naturally trust them more, and in the world of fundraising, trust is everything.
The Principle of Liking:
Cialdini, a pioneer in understanding the science of influence, teaches us that we tend to like—and therefore agree with—people who share similarities with us, pay us genuine compliments, or cooperate with us toward mutual goals. It’s a principle that can be a game-changer in fundraising, where the ability to build strong, trusting relationships is key to success.
Applying the Principle of Liking in Fundraising:
As fundraisers, the principle of liking is something we can consciously apply to strengthen our relationships with donors. Whether you’re working on major gifts, direct response, or legacy giving, understanding and applying this principle can help you connect more deeply with those who support your cause.
- Building Connections Through Similarities:
- People naturally gravitate toward others who are like them. In fundraising, finding common ground with your donors—whether it’s shared values, interests, or experiences—can create a strong foundation for trust and partnership.
- The Power of Genuine Compliments:
- Compliments, when given sincerely, can go a long way in building rapport. Acknowledging a donor’s generosity, their commitment to a cause, or even their wisdom in choosing to support your organization, can strengthen their connection to your mission.
- Cooperating Toward Mutual Goals:
- When you work alongside your donors to achieve shared objectives, you create a sense of camaraderie and partnership. This cooperative spirit reinforces the relationship and makes donors feel like an integral part of your organization’s success.
A Personal Story: The Principle of Liking in Action
Let me share with you a story that perfectly illustrates the power of liking in action. Just last week, my daughter and I were in Inverness, Scotland, preparing for a hiking trip in the Scottish Highlands. At the rental car counter, we met Eleanor, a warm and engaging local who was more than just a rental agent—she quickly became our friend.
Eleanor’s friendly demeanor, her shared love for the Isle of Skye, and her helpful advice on where to hike and what to avoid, made us feel not just welcome but genuinely cared for. When she offered us a free car upgrade and suggested additional insurance coverage, it didn’t feel like a sales pitch. It felt like she was looking out for us, which made it easy to say “yes.”
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:
In fundraising, trust is the bedrock upon which everything else is built. And trust often grows from liking. When donors like you, when they feel that you care about their values and goals, they are more likely to trust you with their contributions. This trust doesn’t just happen overnight—it’s nurtured through consistent, positive interactions that show donors you’re on the same team.
Call to Action:
As you continue your fundraising efforts, think about how you can apply the principle of liking in your interactions. How can you build stronger connections with your donors? What common ground can you find? How can you genuinely compliment and support them in their philanthropic journey?
Conclusion:
The principle of liking is more than just a tactic—it’s a way of building meaningful, lasting relationships with your donors. By understanding and applying this principle, you can foster trust, enhance your fundraising efforts, and ultimately make a greater impact.
