Persuasion: ethical influence and the Maxwell Law of Buy-In

Cialdini's published 2016 work on the moment before the message. The published claim: what you direct people's attention toward immediately before an ask shapes whether they say yes; the persuasion happens before the persuasive content. A brother who opens a fundraising appeal with a story about a specific brother helped by the program primes the room toward giving in a way that opening with budget numbers does not. The setup precedes the swing.