Process of Persuasion

Increasing Members and Activists

Persuasion Guidelines

Establish good willStart with areas of agreementWork towards acceptance of general values before proposing actionUse evidence they will respect and acceptSet achievable goalsRemove barriers to commitment

Persuasion Guidelines

Affirm and apply valuesShow how action agrees with listener beliefs or vital interestsContinually strengthen your credibility

The Case & the Close

Case Points– Explain why we are here– Explain where the money comes

from– Explain where the money goes

Close Points– Encourage taking ownership– Inspire action– Create a sense of urgency

• Special offers, today’s goal, immediate threat

Speak to Their Needs

Self actualization: realize potential, grow & develop, seek challenges, curiosity, independence, success, enjoyment

Esteem needs: self-esteem, respect, pride, recognition, self-control,

independence, success

Belongingness & Love needs: group membership, acceptance, friendship,

nurturance, enjoyment

Safety & Security needs: freedom from threat or predators, control over what

happens, reliance on tradition

Physiological needs: food, air, water, comfort

Establish Common Ground

Make a statement the person or audience agrees withIf they relate to you, they are more likely to believe you and agree with youGet them nodding their heads– then ask them to take action while they’re still

nodding

Motivational Path

Arouse AttentionDemonstrate the NeedShow that the need is validEncourage responsibility for meeting the needVisualize ResultsCall for Action

Arouse Attention

– Signage– Shocking Facts– Contests– Free stickers and swag– Dynamic staff– One-sheets

Demonstrate the Need

– Illustrate the problem• Use pictures or vivid descriptions

– Explain the impact• Make it personal – how it will impact them

– Talk about how Surfrider is financed or the role of activists

• Where the money comes from & where it goes

– Focus on challenges we face

Show that the Need is Valid

– Demonstrate need through examples• Local & national programs• Focus on current threats to the coastline• Give cost examples related to your current issue

– $25 educates 100 school children about recycling and keeping our waters clean

– $25 provides bags and gloves to remove 500 pounds of trash from the beach

– $25 pays for three water tests to make sure a day at the beach is healthy & safe

– $25 provides 6 reusable bags and keeps 2000 plastic bags out of the environment

Show that the Need is Valid

– Demonstrate Surfrider’s responsibility• Give examples of improvements made that benefit them• Talk about our programs• Talk about victories

Encourage Responsibility for Meeting the Need

– Demonstrate need through examples– Anticipate and refute excuses– Focus on benefits rather than features

– Not what we do…but how it affects people’s lives

– Encourage them to put ideas into action– Ask them to make a personal commitment

• use “if-then” statements• empower them with cause/effect statements

Overcome Reasons for Not Joining

Don’t believe there is a problemSomeone else will giveDon’t like incentivesDon’t have money or time$25 doesn’t make a differenceDon’t believe Surfrider is effective

Visualize a

Successful

Future

Help people visualize what the world would be like if the program is successfulLet them see themselves as part of the solutionBe inspirational but real

Call for Action

– Help them decide to join now• Connect logic to emotion• Explain process

–emphasize convenience & ease• Provide a sense of urgency• Provide an incentive

Call for Action

– Relate action to their value system. For example:

– Appeal to• responsibility• community• legacy

– Help determine how much to give– every dollar or hour makes a difference– give what you can afford

Keep Them Engaged

Clear– Keep it simple and uncluttered– Avoid confusion by keeping to a central message

Compelling– Use vivid images

Concrete– Use specific examples and illustrations

Correct– Strive for accuracy in facts

Keep Them Engaged

Concise– Use a simple, direct style– Show respect for the their time

Culturally Sensitive– Show respect for your audience– Show concern for the consequences of your words

Planning

Always prepare in advanceFocus on specific programs or activitiesKnow what examples you want to usePlan what incentives you want to usePrint sign-up sheets for prospectsBring remits and pensPrint one-sheetsSet a goal