Adapted from AdPrin.com

Do you get more if you ask for more?

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Adapted from AdPrin.com 2

American Cancer charity drive

Assume that you are trying to raise money for a charity in a direct mail campaign. Which approach would produce the most donations: asking for

A. “$5 or $10 or $25” or

B. “$50 or $100 or $250”?

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Option A brought in 2.5 times as much. Why?

A small request (“even a penny will help”) is harder to refuse. And once you agree to donate, you do not want to look stingy.

Consider making small requests (Principle 5.4.3)

For a summary of the experiments, see Persuasive Advertising, p 115. The effects were sometimes large. As noted for the American Cancer study, donations were 2.5 times larger for those who

received the smaller request. (See Weyant & Smith 1987).

Evidence on this principle is limited to social causes.

Adapted from AdPrin.com

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.

• For example, make your requests smaller and easier to fulfill.