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On another level, we know that it is a common- This kind of task is not a new one. During the
place to acknowledge that “the post-Cold War, eighteenth and nineteenth centuries society expe-
post-September 11th, 2001” world is an increas- rienced radical social and economic changes as a
ingly complex place. The complexity of the times result of the rise of commercial society and the
requires that those commi�ed to liberty refine their industrial revolution. A host of questions was
arguments in favor of limited government and triggered about the nature of human interaction in
It falls to individual responsibility with constant reference a modern time, not unlike those we confront now
each person to truth and to the principles of freedom. In order that the industrial age has given way to the technol-
interested to meet these challenges in the politically charged ogy age. Those involved in the world of ideas in
and still hostile intellectual environment in which previous centuries relied on great books and ideas
in ideas to those interested in liberty find themselves, it is still to define identity and meaning in changing times.
contribute important to build knowledge over time about the They a�empted to understand progress in its vari-
to defining animating principles that are permanently relevant ous forms.
to our work and in society. By so doing, classical lib-
moral, social
erals are be�er placed to contribute to the continued There was much discussion in eighteenth-cen-
and political advancement of these principles, and to resist the tury Europe, for example, about how new wealth
priorities temptations of complacency and resignation. and new social structures would influence or alter
today. perceptions about morality and social ethics across
The arguments for liberty that eventually defeated society. We confront similar questions in our day,
socialism and collectivism in the last century have not least in such areas as bioethics. It falls to each
the power to resonate as strongly in this new com- person interested in ideas to contribute to defining
plex century as they did before. Scholars, public moral, social and political priorities today.
intellectuals, researchers and think-tank staff see
an increasing awareness among the public at large We need steadying influences as we go about
about the power of ideas. As James Buchanan has this process, as well as sources of refreshment and
recently noted, however, books and ideas are cru- renewal. Make time for the great books. You will
cial, but they alone cannot insure the “the viability not be disappointed.
of our philosophy.” Classical liberals must continue
to try to capture the public imagination by talking Ingrid A. Gregg, PhD is President of the Earhart
and writing about the realities of politics, culture Foundation, based in Ann Arbor, Michigan.
and economics in accessible ways and at the same
time point toward a vision — an ideal — of what
society should be.
It’s like political candidates who stumble over the Ogilvy on Advertising
finish line, then swear that their name-emblazoned By David Ogilvy,
emery boards and refrigerator magnets were the Crown Publishing Group, 1983. 224 pages
keys to victory.
Mega Gifts
Well, here’s a good top-ten list of what to read. By Jerold Panas,
Bonus Books, 1998 reissue.
Because most fundraising is about effective mar- 231 pages
keting, many of the books below are about good
marketing. Selling to the Affluent
By Thomas J. Stanley, McGraw-Hill Companies,
And because psychological influences frequently 1997 reprint. 477 pages
determine how we respond to marketing, I start
with Cialdini’s work. He’s absolutely the best. Revolution In the Mailbox
By Mal Warwick, Wiley, John &
Jerry Panas is a good fundraiser, and Thomas Sons, 2004, Revised and updated.
Stanley understands the behavior of the affluent. 324 pages
But if you could only read one thing, read any- The Five Strategies for Fundraising Success
thing by Mal Warwick. You can start the process By Mal Warwick, Wiley, John & Sons, 1999.
free — and go to www.malwarwick.com 320 pages
A Branded World: Adventures This book is an indispensable tool for helping you to
in Public Relations and the prioritize, which is key in marketing as well as in every
Creation of Superbrands other area of your business.
By Michael Levine, Wiley
Publishers, 2003. 256 pages Other books by the same author:
What I really like about this book The Psychology of Selling:
Eat That
is that Levine talks about brand- The Art of Closing Sales Frog is an
ing from a PR perspective, which By Brian Tracy, Simon & Schuster, 1986. indispensable
is so essential to nonprofits these days, as well as The 100 Absolutely Unbreakable
corporations. Branding is so much more effective
tool for
Laws of Business Success
when it is fully integrated into your marketing mix By Brian Tracy, helping you
and even greater when you know how to leverage the Berret-Koehler Publishers, 2001. 336 pages to prioritize,
media. Levine also provides insights into differentiat-
which is
ing your brand. Check out these books and you’ll have 100% of
what it takes to maximize the impact and effec- key in
Other books by the same author tiveness of your organization’s marketing and marketing.
Guerrilla P.R.: How You Can Wage an Effective outreach.
Publicity Campaign... Without Going Broke
By Michael Levine, Jane Markell is President of JEM Marketing Associ-
HarperCollins, 1993. 229 pages ates. She and her network of marketing professionals
work with for-profit and non-profit organizations such
The Tipping Point as the Pacific Research Institute to develop innova-
By Malcom Gladwell, tive and effective communications programs and
Li�le Brown, 2000. 2�� pages tools. Contact Jane at Jane@jemmarketing.com,
“Big changes follow from small (415) 383-3002, web site: www.jemmarketing.com
events.” This is a terrific read
for how to start an epidemic
in ideas, selling a product, or
changing behavior. It reveals Marketing Book of Note —
much about how people are
influenced and what leads to change. Reading The Influentials: One Ameri-
this book is sure to jump-start your creative think- can in Ten Tells the Other Nine
ing about how to make your product “sticky” or How to Vote, Where to Eat,
memorable, and how to tap into large networks and What to Buy
that help you sell it. By Jon Berry and Ed Keller,
Free Press, 2003. 368 pages
Eat That Frog! 21 Great Ways This book points out that the most
to Stop Procrastinating and influential Americans — the ones who tell their
Get More Done in Less Time neighbors how to vote, what to buy, and where
By Brian Tracy, to eat—are not necessarily the people you’d
Berre�-Koehler Publishers, expect. This has implications for the think-tank
2002. 129 pages business.
One of our biggest challenges -Oklahoma Council of Public Affairs
today is deciding which of the
many tasks facing us each day
are the absolute most important. We can’t do it all, so
we had be�er make sure we are focused in the areas
where we can add the most value to our organization.
Ideas may have consequences, but we should not influence each other and offers concrete advice
confuse mere ideas with human consequences. And for harnessing that knowledge. Ultimately, each
we should not take for granted the challenge of of us is working to influence others, whether it is
turning ideas into consequences for that is no easy to provide financial support to our organization
feat. While it may be satisfying to debate the finer or to take some political action — or even to sell
Success points of political philosophy or argue the merits of us that car at 10% below factory invoice — so it is
requires that we market-savvy public policies, success requires that critical that we understand how influence works
convince others we convince others that our ideas have merit and and become fluent in its mechanisms. Based
that we persuade them to adopt those ideas. The solidly in social science but directed at everyday
that our ideas self-satisfaction that we are right is cold comfort if life, Cialdini is an advisor we all need.
have merit our ideas are ignored. A�er all, change in the real
and that we world is the ultimate measure of our work. So, how Less enjoyable than Cialdini
persuade them does change happen? but just as valuable is Max H.
Bazerman’s Judgment in Manage-
to adopt those Everett Rogers’ Diffusion of rial Decision Making (4th Edition.
ideas. The self- Innovations (Free Press; 2003. 512 John Wiley and Sons, Ltd; 1997.
satisfaction that pages) lays out a comprehensive 208 pages) Bazerman describes
theory for how new products, the various obstacles that get in
we are right is
technologies, and other innova- our way as we make decisions, including
cold comfort if tions spread through communi- cognitive biases, misapprehension of uncertainty,
our ideas are ties and become the practice of and negotiation complexities. While Bazerman is
ignored. individuals. Because we are all trying to diffuse a bit academic, his tools are most valuable. A less
ideas -- whether it is the power of liberty and academic take on the same mate-
-Kelly Young,
individual choice through the general population rial is offered by J. Edward Russo
Charles G.
or a specific tax policy through a state legislature and Paul J. Schoemaker in their
Koch Charitable — we must first understand how people choose to Decision Traps: The Ten Barriers to
Foundation adopt something new. The answer it is not self- Brilliant Decision-Making and How
evident, which is why Rogers’ work is so valuable. to Overcome Them (Doubleday &
His first chapter is an absolute MUST read for Company; 1989. 280 pages). Their
anyone serious about spreading the principles of subtitle says it all.
liberty on any scale. A great companion read is
Malcolm Gladwell’s The Tipping Point (Back Bay So lean on these resources if you want to
Books; 2002. 304 pages), a journalistic take on this make be�er decisions, be more influential, and
interdisciplinary body of research that is rich with see your ideas and policies spread further and
examples from all aspects of life. faster. The status quo deserves to be challenged.
And it needs to be challenged with the best tools
But understanding the phenomenon of diffusion available.
is no substitute for practical expertise in persuad-
ing others. That is where the rubber meets the Kelly R. Young is Vice President of the Charles G.
road. Market advocates tend to be analytical and Koch Charitable Foundation.
discount the effectiveness of anything besides
raw economic analysis, but that is
a small part of human life. In Influ-
ence (rev): The Psychology of Persua-
sion (Morrow, William; 1993. 309
pages), Robert B. Cialdini dissects
the many ways in which people
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