Persuasion Skills Nonprofit Teams Can Use Today

Nonprofits don’t just need more messages—they need messages that move people. In this fast-paced episode we welcome persuasion instructor and longtime marketer Dean Batson to show how science-based communication turns attention into action. Batson traces his path from launching a digital agency to teaching persuasion at Arizona State University, where he studies the shortcuts our brains use to decide fast. “We make mental shortcuts all day long,” Dean explains. “If you know which way someone may lean because of a heuristic, you can frame your message to nudge that choice.”

He breaks down social proof (those 5,000 five-star reviews that quietly sway your click), the danger of choice overload (the famous jam study where 24 flavors crushed sales), and the “availability heuristic”—why the word “shark” grabs attention while “falling coconuts” doesn’t. Dean’s advice: be the message people recall first. “Be the shark messaging, not the coconut messaging.”

For fundraisers, this means streamlining every pathway from interest to gift. Keep donors in System One (fast, intuitive) rather than forcing System Two (slow, effortful) that stalls giving. Less friction. Fewer steps. Clear next action. Dean contrasts persuasion and manipulation with a simple rule: persuasion is transparent and win-win; manipulation is opaque and win-lose—and it burns trust.

He also flips how teams read results. Many obsess over the 7% who opened an email while ignoring the 93% who didn’t—classic survivorship bias. The fix: study the non-responders and reframe your outreach so more people move. Dean offers practical tactics you can use today, like priming stakeholders with a short Slack note before a meeting to set the idea as the front-runner. And don’t wait: start shaping next week’s “yes” with simple, steady cues today.

Finally, Dean urges leaders to equip the entire organization—not just gift officers—with persuasion skills. When every staffer can frame ideas clearly, your mission becomes the message people remember, share, and support.

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