Fundraising and the Law of Obligation

In the early 1980s, the Hare Krishna movement encountered difficulty in raising funds through their traditional means. The rebellion of the 1960s had given way to the more conservative 1980s, and the Hare Krishna members were now considered almost an affliction to society. To counteract negative public opinion, they developed a new approach that utilized the Law of Obligation. Their new fundraising strategy worked because it prompted a sense of obligation that outweighed the dislike or negativity felt toward the Hare Krishna movement.

The new strategy still involved solicitation in crowded, public places, but now, instead of being asked directly for a donation, the potential donor was first given a free gift—a flower. If someone tried to turn it down, the Krishna follower would, under no circumstances, take it back. The Krishna gift-giver might say, ‘‘Sir, this is a free gift for you to keep, and we welcome donations.’’ Often the gifts just ended up in the trash cans, but overall, the strategy worked. In most cases, even individuals who ended up throwing the gifts away donated something. Although lots of people were extremely annoyed by the high-pressure gift giving, their sense of obligation to reciprocate was too strong to ignore.

Some of the movement’s followers, looking like your normal, energetic college students, would hand out books. People graciously accepted the offer before realizing they were deep into obligation. Playing on their sense of indebtedness, the requesters would then ask for a donation. The process worked like a charm. When someone tried to give the book back, the Krishnas would not take it back, it being a gift. Others would leave upset but the pair would follow them in hot pursuit. I observed that most of the people felt an obligation to donate money in exchange for the free gift presented to them, whether or not they wanted it.

Applying the Law of Obligation

This is a very simple law to implement. All you need to do is create a need or obligation in the mind of the other person. Think to yourself of what you can do, give, or say that would create that indebtedness in the mind of your prospect.

As you think of the perfect persuasive situation, include one or more of the following items to help you create a greater sense of obligation: a service of some sort, information or concessions, secrets, favors, gestures, compliments, smiles, gifts, invitations, attention, or your time. Any one, or a combination of several, of these will create a need to reciprocate in your prospect—as long as your act is perceived as altruistic. If, however, your pre-giving is read as manipulating, bribing, or ‘‘tricking,’’ it will understandably not be met with much compliance.

Take caution with this strategy. The use of obligation will backfire if your prospect sees your actions as a bribe to comply. Feeling tricked, your prospect will not be pressured to comply or reciprocate. ‘‘When pre-giving is perceived as a bribe or a pressure tactic, it actually decreases compliance.’’[10 ]The obligation you create must be perceived as an unselfish act.

[10 ]R. M. Groves, R. B. Cialdini, and M. P. Couper, ‘‘Understanding the Decision to Participate in a Survey,’’

Public Opinion Quarterly 56 (1992): 475– 495.

Reciprocal Concessions

Researchers have found that when someone persuades you to change your mind, they will be inclined to do the same if approached by you. Conversely, if you resist that person’s attempts and do not change your mind, then he will likely reciprocate in a similar fashion, resisting your attempts to change his mind. Consider how you can use this to your advantage if you approach a person with whom you wish to deal in the future and say something like, ‘‘You know, I got to thinking about what you said, and you’re really right. . .’’

Give a Favor, Expect a Favor in Return

Before a negotiation, it is wise to offer some sort of gift. Note, however, that offering the gift before and not during the negotiation is of prime importance, or your token will come across as bribery. Your gift will almost always be accepted, even if only out of social custom and courtesy. Whether your recipient likes or wants your gift or not, the psychological need to reciprocate will take root, increasing the likelihood that your request will be met affirmatively. Of course, even when giving the gift before you make your request, be sure your motives come across as a sincere effort to help the recipient rather than yourself.