A Guide to Using Authority & Social Proof in Fund Raising
Both Sides of the Table
JULY 25, 2010
The book is a layman’s guide to understanding how we as humans make decisions and is underpinned by data-oriented studies to prove his claims. He lists 6 principles of social influence that I’d like to cover in a series of posts: authority, social proof, reciprocity, commitment / consistency, scarcity and liking.
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