Process of Persuasion Increasing Members and Activists

Persuasion Guidelines Establish good will Start with areas of agreement Work towards acceptance of general values before proposing action Use evidence they will respect and accept Set achievable goals Remove barriers to commitment

Persuasion Guidelines Affirm and apply values Show how action agrees with listener beliefs or vital interests Continually 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 with If they relate to you, they are more likely to believe you and agree with you Get them nodding their heads –then ask them to take action while they’re still nodding

Motivational Path Arouse Attention Demonstrate the Need Show that the need is valid Encourage responsibility for meeting the need Visualize Results Call 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 problem Someone else will give Don’t like incentives Don’t have money or time $25 doesn’t make a difference Don’t believe Surfrider is effective

Visualize a Successful FutureVisualize a Successful Future Help people visualize what the world would be like if the program is successful Let them see themselves as part of the solution Be 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 advance Focus on specific programs or activities Know what examples you want to use Plan what incentives you want to use Print sign-up sheets for prospects Bring remits and pens Print one-sheets Set a goal