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The Nature Conservancy:Persuasion for IncreasedDonationsStudents NameInstitutional AffiliationBackground and Current Problem The Nature Conservancy is facingshortage of membership donations Many stakeholders have beenreluctant to contribute funds Many projects and programs havestalled The management seeksapproaches of persuading donors The most befitting model is theElaboration likelihood model(Henry, 2019).Possible Persuasion Theories to Use Elaboration likelihood model Functional theories Attribution theory Social judgment theory Behavior change theories Inoculation theory Narrative transportationtheory(Heath, 2018).Selected model: Elaboration likelihoodmodel (ELM) The ELM model is the most befitting inthe current context It is a dual process approach that seeksto change attitudes Conceived in 1980 by Richard E. Pettyand John Cacioppo Contains central and peripheral routes The central route is founded on the useof facts and high-level information The peripheral route seeks to appeal toemotions of the recipients(Kitchen, 2014).Specific Application in The NatureConservancys Case The core objective of the NGO is tofight climate change Using the central route, facts aboutthe current danger of climatechange will be highlighted Statistical information and data onclimate-related natural hazards Using the peripheral perspective,appeal to emotion wil ...


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