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. Before booking a hotel I always check out Trip Advisor and read reviews. You should, too. (no, no, I don’t take affiliate commissions!). This is all explicit decision making.
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