The Obama campaign has very successfully used compliance principles set out by Robert
Cialdini in the email I get (after donating):
1.
Reciprocity2.
Commitment and Consistency3.
Social Proof4.
Liking5. Authority
6.
ScarcityLikingI get emails from "Michelle Obama" "Joe
Biden" and "Barack Obama" himself. They are personal notes addressed to "Bill." These suggest that we are on a first name basis - friends.
ReciprocityDid they give me something? Yes, I was able to sign up to be told of
Obama's VP choice, before it was announced to the press. In the same email, they also asked me to
reciprocate - in the form of a donation.
Also,
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHAk98cBM-cQbthpZgqwx_PeWeA7D1oOub4bF5XCL_plhV-i5heYpkZQRcVUadNmVTSLN3p1Idj63ayKErpqV6de4EeMOT9Lu4PePiLxVEwdt2oR7aO7csK4QpG4wElty3d8L2km-RQziP/s320/09merch_t_e.jpg)
If I donate, I get a shirt!
Commitment and ConsistencyThe emails I get remind me of the past donations I made.
ScarcityThe t-shirt was a "limited edition."
Also, check out the subject line from this email:
"Midnight deadline: Double your impact"
My donation could be doubled, but I had to donate by midnight.
Social Proof
An email from
Obama's campaign manager
Bill --A record 100,000 people rallied with Barack in St. Louis yesterday, and another 75,000 in Kansas City last night. Back in Chicago, we were tallying up our latest fundraising numbers.Supporters like you have completely transformed how political campaigns raise money, so I wanted you to be the first to know how we did in September.175,000 people are doing this, so you should too. They are people "like you."