How To Convince People to Give You Money

Shannon runs a nonprofit in Aspen, Colorado — a place filled with wealthy donors, but also stiff competition. With nearly 500 nonprofits vying for money, how does Shannon help her organization stick out? Some of the best advice may come from an unlikely source: con artists. In this episode of How To!, Maria Konnikova, author of The Confidence Game, shares con artists' surprisingly similar tricks of the trade: Identify your mark, listen carefully, then tell them a story they want to hear. Can Shannon use these same techniques for a good cause?

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