110 Reciprocity
The tendency for people to give back to those who have given to them.
• Reciprocity is a tendency to respond to kindness with kindness. Anything that is perceived as a gift or concession creates the effect.
• The acts that create reciprocity most effectively are meaningful, personalized, and unexpected. Reciprocity only works if the initiating act is perceived as sincere.
• For example, a nonprofit organization sending mail-outs that contain useful, personalized gifts—such as mailing labels—will receive significantly more donations in greater amounts than sending just a solicitation letter.
• Use reciprocity to promote goodwill, garner attention and consideration, and move people to action. Apply the principle sincerely and sparingly, ...
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