Question Authority.
You’ve probably seen that slogan on bumper stickers or T-shirts, often with a rebellious undertone. It was a rallying cry during the Vietnam War protest movement in the 1960s. But while questioning authority is sometimes necessary, the truth is that we’re hardwired to respect it.
Social psychologist Robert Cialdini explains that our upbringing is steeped in messages about the importance of authority. From parental guidance and school lessons to religious teachings and societal structures, we’re taught to submit to and respect legitimate authority. This is why Cialdini includes the principle of authority among his six principles of persuasion.
Why Authority Matters in Fundraising
Over the years, many fundraisers have successfully applied Cialdini’s principles to achieve transformational results. So, how can the principle of authority be applied to your fundraising and marketing efforts?
Cialdini suggests three simple ways to establish authority:
- Titles
- Clothing
- Other Trappings
Titles are a powerful symbol of authority. They’re easy to acquire but require careful use to ensure they lend credibility to your arguments. A well-used title can make your subject matter experts’ positions more convincing.
Clothing also plays a significant role in how authority is perceived. Consider the uniforms of law enforcement officers, military personnel, or even commercial airline pilots. What they wear conveys their authority and builds confidence. The same goes for your donor meetings. Dressing appropriately can give your arguments more weight, while poorly chosen attire can undermine your credibility.
Trappings are the third element. Cialdini notes that finely styled and expensive clothes, jewelry, and even cars can carry an aura of status. The same principle applies to the appearance of your workspace, the quality of the meeting room, or the reading materials you distribute. These elements all contribute to how others perceive your authority.
Applying Authority to Your Fundraising Work
Think about how you can use titles, clothing, and trappings to project authority in your fundraising efforts. Whether it’s through the way you present your team or the environment in which you meet your donors, leveraging authority can significantly enhance your ability to persuade.
Remember, you’re an authority, too. You may be an expert in a specific aspect of your organization’s mission or have specialized knowledge in fundraising. How persuasive you are with your expertise depends on how well you apply the principle of authority.
