Author: Dr. Anna Neya Kazanskaia

Publisher: NEYA Global Publishing
ORCID: https://orcid.org/0009-0009-5669-1676

DOI: https://doi.org/10.64357/neya-gjnps-persuasion-2025

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About the Teaching Paper

Persuasion is a cornerstone of non-profit advocacy, enabling organizations to transform awareness into action. This teaching paper introduces Aristotle’s rhetorical triad—ethos, pathos, and logos—as practical tools for modern non-profit communication. It explores how credibility is established through expertise and commitment, how emotional resonance mobilizes empathy and support, and how logical appeals ground advocacy in evidence and data. Practical guidance is provided for handling common objections, including lack of awareness, skepticism, and resource constraints, through respectful listening and evidence-based responses. A case study on clean water advocacy demonstrates how combining ethos, pathos, and logos secures both legitimacy and tangible support. Reflection questions invite readers to assess their own persuasive practices. By bridging classical theory with applied strategies, this resource equips advocates, fundraisers, and students to strengthen influence, foster trust, and achieve sustainable impact.

Key Topics

• Ethos, pathos, and logos in non-profit advocacy communication
• Balancing credibility, emotion, and logic for stronger persuasion
• Handling objections through evidence, empathy, and respect
• Case study: applying persuasion in clean water advocacy
• Challenges and tips for effective influence
• Reflection questions for skill development

Academic Value

This teaching paper applies classical rhetorical theory to contemporary non-profit challenges, demonstrating that persuasion is not manipulation but an ethical practice of building alignment and mobilizing action. It equips professionals with structured tools to improve advocacy, donor engagement, and stakeholder collaboration, while reinforcing the academic value of rhetorical traditions in applied contexts.

Suggested Citation

Kazanskaia, A. N. (2025). Teaching Paper: Persuasion and Influence Techniques — Applying Ethos, Pathos, and Logos in Non-Profit Communication. NEYA Global Publishing. https://doi.org/10.64357/neya-gjnps-persuasion-2025

References

Aristotle. (2007). On rhetoric: A theory of civic discourse (G. A. Kennedy, Trans.). Oxford University Press. (Original work published ca. 350 BCE)

Bryson, J. M. (2018). Strategic planning for public and nonprofit organizations. John Wiley & Sons.

Cialdini, R. B. (2007). Influence: The psychology of persuasion. Harper Business.

Drucker, P. F. (1990). Managing the non-profit organization: Principles and practices. HarperCollins.

Kazanskaia, A. N. (2025). Interactive and engaging techniques in advocacy presentations. NEYA Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-interactive-2025

Kazanskaia, A. N. (2025). Public speaking for executives: Leading with influence. Neya Global Publishing.
https://doi.org/10.64357/public-speaking-executives-2025

Kazanskaia, A. N. (2025). The art of persuasion: Lead with confidence. Neya Global Publishing.
https://doi.org/10.64357/the-art-of-persuasion-2025

Kazanskaia, A. N. (2025). The power of public speaking for social impact. Neya Global Publishing.
https://doi.org/10.64357/public-speaking-social-impact-2025