CHAPTER 6

REFINE TO PERSUADE

THREE STEPS TO MORE-PERSUASIVE CHARTS

A MANAGER AT A NOT-FOR-PROFIT is preparing to stand in front of 20 potential donors with deep pockets and many options for where to take their philanthropy. She’s launching a program to fight suburban poverty, which she will tell them is a significant, growing problem. But she knows her audience will need more than that to be persuaded to back her initiative. She’s already anticipating skeptical questions, such as “Why suburban poverty? It can’t be as bad as urban poverty, can it?” These people will want to see evidence. She looks at a chart that will provide it:

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A good effort. ...

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