Most American families all got a brochure from the Census Bureau within the past two weeks. Have you ever wondered why does the Census Bureau send letters telling people that they are going to be receiving their census form in the mail? Commerce Secretary Gary Locke told Jon Stewart on The Daily Show “past research has shown that if we send this advanced mailing, we can actually increase the response rate the percentage of households sending back the census form by six percent to twelve percent.”

In a similar vein, study has shown that by asking potential voters to predict whether they will vote on an election and to provide a reason for their prediction, participation rate could be increase 20% to 25%.

So what’s actually driving the drastic increase? Based on my recent interesting read of <Yes! 50 scientifically proven ways to be persuasive>, there are two important psychological steps involved in the success of this technique. First of all, when people are asked to predict whether they’ll engage in a socially desirable behavior in the future, they feel compelled to say yes because that’s the socially appropriate thing to say. Secondly, after most of these people have publicly state that they’ll perform the socially desirable behavior, they’ll be motivated to behave consistently with the commitment they just made.

What lessons can we draw from this human factor that can be effectively employed in our lives?

1. If you plan on joining a charity run for a nonprofit, start by asking your friends, family and co-workers whether they think they’ll donate
2. If you manage a restaurant or doctor’s office, having your receptionist ASK instead of TELL when taking a reservation. Simply by changing “Please call if you have to cancel,” to “Will you please call if you have to cancel?” I ensure you the no-show rate would drop significantly!
3. If you are designing a nonprofit/corporate responsibility website where voting mechanism is the center piece, make sure to cement those potential voters’ commitment by making it voluntary, active and publicly declared to others.

Small and easy changes to our messages and to our requests can be made vastly more persuasive, just remember: asking a little goes a long way!

© Yuki Chow* for ViewPoint.Orange, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: book review, Census, Jon Stewart, nonprofit

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Second time reading the “Tribes” after almost a year. It’s still a quick inspirational read just like the first time. This book is more about the “why” less about the “how” & “what.” Despite all the rants & criticism, I’d still recommend it to all the social media enthusiasts especially those who intend to lead new movements in their organizations. The eight takeaways below are simple concepts that I found worth spreading…

Management≠ Leadership

Management is about manipulating resources to get a known job done. Managers know exactly what they need to deliver and they are given resources to do it at low cost. Managers manage a process they’ve seen before, and they react to the outside world, striving to make that process as fast as cheap as possible. Great leaders create movements by empowering the tribe to communicate. They establish the foundation for people to make connections, as opposed to commanding people to follow them.

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Read the rest of 8 Key takeaways frOm Seth GOdin’s “Tribes” (514 words)

© Yuki Chow* for ViewPoint.Orange, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: book review, leadership

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