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The Influential Fundraiser: Using the Psychology of Persuasion to Achieve Outstanding Results

ISBN: 978-0-7879-9404-4
320 pages
December 2008, Jossey-Bass
The Influential Fundraiser: Using the Psychology of Persuasion to Achieve Outstanding Results (0787994049) cover image
How to apply the latest developments in psychology and neurology for better fundraising and influencing skills

Leading fundraising expert Bernard Ross offers an alternative yet effective model for asking and influencing potential donors and peers, using the latest techniques developed in the neural and psychological sciences. He shows individuals how to make a compelling ask to mid- and high-value donors, win board members over to a new campaign strategy, convince reluctant colleagues to commit to their ideas, and confidently handle the objections of a skeptical venture philanthropist.

Bernard Ross and Clare Segal (London, UK) are Directors of the Management Centre, the United Kingdom's largest nonprofit management consultancy and training organization.
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1. Influence—What It Is and Why You Need It in Your Fundraising.

Part I Passion.

2. Focusing Your Passion—Intelligently.

3. Understanding Donor Motivations.

Part II Proposal.

4. Making Your Case.

Part III Preparation.

5. Shaping Outcomes.

6. Building Self-Confidence—The Inner Game of Influence.

Part IV Persuasion.

7. Building Rapport.

8. Speaking the Language of Influence.

9. Understanding Their Point of View—Perceptual Positions.

Part V Persistence.

10. Helping Donors Say ‘‘Yes’’.

11. Dealing with Objections.

12. Conclusion.

Appendix A Accessing Eye Cues.

Appendix B Using Richer Language.

Appendix C Translating Your Case—Matching Preferences in Proposals.

Appendix D Influencing in a Group.



The Authors.


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Bernard Ross is co-director of The Management Centre (=mc), an internationally based management consultancy working exclusively with charities and other not-for-profit organizations.

Clare Segal is co-founder and co-director of The Management Centre. She has played a leading role in building =mc to become a leading player in the consultancy and training world.

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