I’m fascinated by the science of persuasion. How can we craft our messaging and campaigns to effectively persuade people to take part, to take action, to give, and to volunteer?

Somehow I missed this great animated video that breaks down psychologist Robert Cialdini’s six universal short cuts that guide human behavior, which was released last fall.

Learn the inside scoop about:

  1. Reciprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Liking
  6. Consensus

Understanding these short cuts can significantly increase the chances that someone will be persuaded by your request or appeal. Check it out. It’s worth the 11-minutes.