Principles from "Influence" by Robert Cialdini

1. Reciprocity - People tend to return a favor, thus all those annoying address labels charities send out as a fundraising ploy.

2. Scarcity - Perceived scarcity fuels demand. “Only four memberships are left” prompts action!

3. Authority - People will tend to obey authority figures. What expert can attest to the value of your organization?

4. Consistency - If people commit to an idea or goal, they are more likely to follow through. It’s why pledging is a great option for people who aren’t ready to take action.

5. Liking - People are easily persuaded by other people whom they like. That’s why you want your champions spreading the word about your cause among their friends and family.

6. Consensus - People will do what other people are doing. That’s why it’s great to show who is taking action for your cause - others are likely to conform.