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In the 1970s, researchers at Harvard University conducted an experiment. They had college students ask to cut in line to use a busy copy machine on campus, but varied how the students explained the request.
Some said, “Excuse me, I have five pages. May I use the Xerox machine?” They were allowed to do so 60 percent of the time. Others said, “Excuse me, I have 5 pages. May I use the Xerox machine, because I’m in a rush?” They got 94 percent compliance. Obviously, the explanation had a dramatic impact on the results.
“Using the word ‘because’ and then giving a reason resulted in significantly more compliance,” Psychology Today wrote. “The researchers hypothesized that people go on ‘automatic’ behavior … and that hearing the word ‘because’ followed by a reason (no matter how lame), would cause them to comply.”
The lesson is clear: psychology plays a role in how we understand, process, and respond to requests—and that can be valuable information for public affairs professionals looking to boost engagement with a grassroots audience. While marketers have studied psychological traits for decades, the practice has been slower to catch on among advocacy organizations.
Yet as organizations increasingly segment their audience and customize messaging, some of these techniques can be valuable. Like all areas of human behavior, there are few certainties. But there are some concepts worthy of experimentation. Here are some ideas.
Social Proof
Social proof is a psychological concept that is very relatable because we encounter it regularly. It’s the idea that people take cues from others before they act. A good example is reading reviews or getting recommendations before we make a purchase, watch a TV show, visit a restaurant, or buy a service.
“Social proof convinces people that a product or service that gained attention or revenue from other people is something they should also be buying into,” wrote Sprout Social, a well-known social media company.
There are many opportunities to provide social proof in grassroots advocacy. Testimonials, case studies, advocate stories and performance metrics can all help move your audience to action by providing them with validation—the “social proof”—that others like them are also acting.
How to Use Social Proof
Social proof requires us to show what others are doing or how they feel. To do this, we can use polling, testimonials, or similar tools. Here’s a hypothetical example:
84% of Americans Support Infrastructure Investment
The bipartisan infrastructure bill before Congress has widespread support nationwide, with 84% of Americans calling for more investment in public projects, according to a poll this month by XYZ University.
Many agree with Jane Doe, director of public projects at ABC Corp., who explained to us why she sent an email to her representative.
“Those of us who understand this industry must tell our members of Congress what this means to our country,” she said. “This bill will create jobs, increase safety and rebuild communities. We cannot remain silent.”
Join Jane and scores of others who have made their voices heard. Tell Congress to pass H.B. 0000. We need it.
<<<BUTTON: Click here to email your member of Congress>>>
Commitment and Consistency Bias
Commitment and consistency bias are human traits that are also easy to understand: people want their behavior to be consistent with their beliefs, their self-image, and their previous actions.
“We tend to view consistency as an attractive social trait and as indicative of someone being rational, trustworthy, and stable,” wrote Convertise, a marketing technology company that uses consumer psychology. “The Commitment and Consistency principle is a mental shortcut we use to simplify our decision-making: we are given so many decisions to make daily that we reduce this amount by using a past decision as reference for subsequent related choices. The consequence of this cognitive bias is that we act in ways that are consistent with our initial action or thought, so that when we commit to something or someone, we stick to it.”
The value of this principle to a public affairs team is obvious. Once an advocate takes action, whether that is signing a petition or writing to a lawmaker, they may be inclined to do so again. Teams looking to increase engagement can look to those who have a record of activity, remind them how helpful their actions are and appeal to their desire to remain consistent.
How to Use Consistency Bias
Consistency bias plays on the desire for people to conduct themselves in a way that tracks with their previous behavior. The example here assumes the audience is segmented to reflect only highly engaged supporters who have taken action in the past. Here’s a hypothetical example:
You Have Always Been There for Us—and We Really Need You Now
Congress is considering legislation to invest billions of dollars in infrastructure improvements. Many of us are urging lawmakers to pass the bill—and we need your help.
For years, you have been a dedicated supporter of our industry. Time and again, you have stepped up to support construction-friendly legislation and other measures that help our industry thrive.
Please take a few minutes to email your representative and urge them to pass H.B. 0000. Your voice is vital to get this important bill passed.
<<<BUTTON: Click here to email your member of Congress>>>
Anchoring Bias
Anchoring bias refers to the tendency to place more weight on information we learn first. While this can work against you when it impacts decision making, it can also be used in your favor when it comes to engaging advocates.
“We are more likely to remember the first thing we learn about any given subject,” Mailchimp wrote. “As this initial ‘anchor’ leaves the strongest impression in our minds, we end up comparing all subsequent information to it and fail to give it the same level of consideration.”
Marketers use this idea all the time when they reveal pricing, but it may be useful when talking about policy as well. Let’s say your organization opposes a bill. If you can get your characterization of the bill out quickly, you may be able to secure those ideas in the minds of your audience. For example, if you say the bill will cost your industry billions of dollars, that assertion may color how your audience reads all subsequent information. They may want to see the cost issue addressed, and reject viewpoints that fail to do so.
How to Use Anchoring Bias
Anchoring bias refers to our tendency to place more weight on information we learn first. This allows organizations that can get information out fast to frame an issue in their favor. Here’s an example:
The Most Expensive Thing We Can Do is Ignore Infrastructure
Congress is considering legislation to invest billions of dollars in infrastructure improvements. Some opponents say the bill is too expensive. What they won’t tell you is that it costs far more to do nothing.
Studies show that repairing roads, bridges, water and sewer systems piecemeal, without any comprehensive plan, can cost three times more. The bill before Congress takes a proactive approach—and that can actually save us money. The most expensive thing we can do is ignore infrastructure!
Don’t let members of Congress buy a bogus narrative. Take a few minutes to email your representative and urge them to pass H.B. 0000. The facts are on our side.
<<<BUTTON: Click here to email your member of Congress>>>
Information Gap Theory
The Information Gap Theory holds that when people have a gap in their knowledge about a topic they care about, they will take action to fill that gap and learn when they want to know. This concept drives most content associated with marketing and advocacy, and it’s a strong idea to keep in mind as you craft messaging for campaigns. If you can identify genuine gaps and fill them with quality information, you can drive additional engagement. Moreover, you don;t have to guess. You can ask your audience about their interests. A simple stakeholder survey is likely to identify many topics related to your policy agenda that advocates would like to learn more about.
How to Use Information Gap Theory
Information gap theory holds that people who have a hole in their knowledge about a topic they care about will take action to fill that hole. This allows organizations to increase engagement by providing highly relevant information. Here’s an example:
Quick Guide: How Congress Will Spend the Infrastructure Money
As we all know, Congress is considering legislation to invest billions of dollars in infrastructure improvements. But where will that money actually go?
Download our quick guide to see which types of projects will be funded, which states will receive the most money and to get your most important questions answered. We created this visual guide to get you up to speed, so you can literally see how important it is for Congress to pass this bill.
Download the guide and then email your representative and urge them to pass H.B 0000. It only takes a few minutes and your voice is vital to get this important funding approved.
<<<BUTTON: Click here to email your member of Congress>>>
Reciprocity
The concept of reciprocity holds that when organizations give away something of value without any expectation in return, it builds good will and rapport. You can see this in just about any mall, where stores and brands give away free samples or gifts.
“When used correctly, reciprocity can enhance traditional marketing efforts and create a sense of genuine connection between brands and their customers,” Mailchimp wrote.
There are many opportunities for advocacy organizations to use reciprocity to build relationships with advocates. It may be as simple as giving away stickers or t-shirts. Or it could be more sophisticated information products, like a webinar, an issue primer or a how-to guide. Whatever the case, good things often follow when you start a relationship by providing value.
Urgency and Scarcity
This is another principle that is easy to understand: involving urgency or scarcity can drive people to act. Public affairs professionals in Washington see urgent appeals all the time when political parties raise money. Often, solicitations come with an urgent plea that is directly tied to something in the news. It’s a formula that works.
Scarcity too is a simple tactic. Most of us have responded to an “act now or miss out” appeal at some point in our lives. While we see it most often in marketing, where companies highlight a limited supply of products, there are uses in grassroots advocacy.
While not all tactics will suit your organization, most grassroots programs can benefit by understanding more about consumer psychology and human behavior. Over time, it can help you create more compelling messaging, increase engagement and build a stronger relationship with segments of your audience.
As Mailchimp wrote, “The brain functions in a unique way and creates shortcuts to assist people in decision making. When you can tap into understanding those shortcuts, you are better able to grow your audience. In short, understanding the how and why behind the way people think and act helps you improve your marketing campaigns.” It can work for advocacy, too.
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