The headline of this article mentions “reciprocity.” That’s a concept researched by persuasion expert Dr. Robert Cialdini. Basically, reciprocity goes like this: when I give you something, I expect something back (subliminally). So…when I make a gift to your charity, what do you give me back? Thanks is merely transactional. Flattery is far more penetrating. Tell me I’m a wonderful person. Over and over and over. I’ll actually pay you for that.