|
Mobilizing Influence Groups
Market
Motivation Approach
Reasons for Giving/Not Giving
| Allies
Responsibility
| need
for self-esteem |
| need
for recognition |
| concern
for humanity |
| need
to empathize |
Responsiveness
| the
habit of giving |
| nuisance
giving |
Practicality
| fear
of a threat |
| succumbing
to pressure |
|
Opponents
Self-Interest
Fear of What Change Will Bring
|
Strategies
for Mobilizing Influence Groups
Use what matters to your target adopter to reach your
target adopter
Tactics
for Mobilizing require answers to these questions
|
How will you inform and persuade an influence group? |
How will you gain their support?
 |
|
How will you minimize costs to them of supporting you? |
|
How will you enable the influence group to move quickly? |
Power
Politics Approach
|
Sources of Power
| Rewards |
| Coercion |
| Expertise
or Information |
| Legitimacy |
| Prestige |
Strategies
of Power
|
Facilitation: Minimize costs and discomfort |
|
Identification: Get the group to see its interests as
aligned with yours |
Types
of Power Structures
| Pyramidal |
| Factional |
| Coalitional |
Tactics
of Power
|
Influencing the Evaluation Process
|
|
Influencing the Agenda
|
|
Coalition and Alliance Building
|
|
Co-operation
|
|
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