1. Heuristic Cues and Fund
Development Processes
Presentation by Jennifer D. Charpentier, Ph.D.
to Karen Coy-Romano’s AFP Group
April 27, 2011

2. Introduction

3. Processing
 Systematic
 Heuristic

4. Heuristic Cues
(Cialdini, 1993)
 Trigger feature
 Behavioral response
 Click – whirrr
 Six heuristic social cues

5. Reciprocity
 Small unsolicited favor given, repay in
kind
 Key elements:
 Small
 Unsolicited
 Defense:
 Refusal
 Tricked?

6. Liking
 Cues
 Physical attractiveness
 Similarity
 Receive complement
 Association
 Coming through crisis together
 Defense:
 Separate person from cause
 “do I like this more than I should?”

7. Authority
 Tend to organize ourselves in
hierarchies
 Milgrim Study
 Titles, clothes, and trappings
 Defense:
 Remove urgency
 Ask questions

8. Commitment and consistency
 Like consistency
 Occasionally harmful to us
 Defense:
 Gut reaction
 Knowing what you know now, make same
decision?

9. Social Proof
 Act in accord with others
 Most vulnerable when
 We are uncertain
 We are similar to the message giver
 Defense:
 Determine whether accurate data used
 Don’t rely solely on social evidence

10. Scarcity
 Presume limited amount
 Value
 Freedom
 Choice
 Defense:
 Can be overwhelmed by arousal
 Consider utility and values
 Panic? Slow down: why want this?

11. Further Discussion
 What do you see trying in the future?
 Are there situations where it would not
be ethical to use one or more of these?

12. Conclusions