Psychology of Persuasion for your NPO Social Media Marketing

It’s been 38 years since the Psychology of Persuasion by Robert Cialdini was first published. 92% of positive reviews, few editions, few dozens or even hundreds of books and theories inspired by it… anything else? Yes! The most important is that the book helped not only psychologists but also marketers develop strategic approaches to deal with various marketing channels. Let’s take a look at how we can use their accumulated knowledge & conclusions to improve the performance of your NPO on Social Media. 

Social Proof

If you see two coffee places with one being full of people and the other totally empty, where will you go for a cup of coffee? Most people would choose the full one because they think it’s better (because others have preferred it). Do not use social proofs as a manipulation tool. This is for dealing with the fears of your audience. 

• Talk about your achievements.
• Publish feedback from your supporters & volunteers.
• Mention reposts of your content to show how important it is for others and how much you appreciate it.

Mutual Exchange

People almost always feel the need to give something back to those who have given them something, especially when it comes to help or support in difficult situations. 

• Use this principle for the promotion of your NPO in other communities: promote a friendly NPO or an influencer and ask them to do the same for you.
• Stimulate your audience. Ask your supporters, for example, to donate and then run a lottery to let some win something pleasant.

Responsibility

People trust those who keep their word and follow their principles. They try to do it too. How can you use it? Ask your followers to register for an event you organize, for example, and they will be more likely to come than if you just announce this event and invite everybody to come. People will try to stay responsible and do what they promised by filling up a simple form. 

Reflections

There are more chances for people to support your NPO if they see themselves reflected in your content. 

• Show your audience that your NPO & its mission are real, that what you do is real, and that you’re doing it for real people. Publish more photos from your NPO’s daily life, activities, and projects.
• Show your volunteers and supporters, what they do for your NPO, and generally what they value as well as how those values match your NPO.
• Inspire your supporters by showing them what the world will be like (or the life of other people) if they keep on supporting you.

Authority

It’s a well-known fact that people enjoy having somebody to use as an example: to trust their opinions, use their advice, and value their choices & principles. Become an NPO that your supporters will use as a social example. 

• Share your expert knowledge & valuable information
• Invite other experts to collaborate on various projects or just create common content

FOMO Principle

People are usually afraid to miss something important. Fear Of Missing Out is a common thing for most people and that’s one of the reasons they spend so much time on Social Media, trying to keep up with all news. Businesses use those fears to make people buy things, creating flash sales & other similar marketing campaigns. Nonprofits though can borrow the principle but put social value into it. 

• Use time limits for your projects, and remind your followers about deadlines for your fundraising campaigns.
• Try to organize various events so your supporters would know each event is different and will not happen again.
• Show your supporters the unique features of everything your organization does so they would know that you are really trying to make a difference.

Do not avoid using general marketing principles to promote your NPO Social Media. Implement at least a couple of things recommended in this article and you will see that they really work.