This is lesson twenty-two. This is towards one of our missions. Education. You’ll learn everything about marketing - from the basics to the most advanced strategies - for free, thanks to VellumWorks.
Why do some messages persuade people instantly…
while others never seem to land at all?
The Elaboration Likelihood Model (ELM), created by Petty & Cacioppo, explains exactly how and why people are persuaded.
It’s one of the most important models in marketing and communication - especially for charities because it helps you craft messages people not only read, but believe.
What is the Elaboration Likelihood Model of Persuasion?
The Elaboration Likelihood Model (ELM) is a psychology and communication theory that explains how people are persuaded and why some messages create lasting change while others only create short-term reactions.
Developed by Petty & Cacioppo, it argues that people process information through two routes.
The Core Idea of the Elaboration Likelihood Model of Persuasion
ELM says people process messages through two different routes:
The Central Route: deep thinking, careful evaluation
The Peripheral Route: quick impressions, emotional shortcuts
Depending on the route, your message will create either:
lasting change (central), or
short-term influence (peripheral)
This is essential. Understanding which route your audience is using helps you craft the right message at the right moment.
1. Central Route: Logic, Evidence, and Careful Thinking
People use the central route when they are motivated, interested, and able to think deeply.
They ask:
“Does this make sense?”
“Is the evidence strong?”
“Do I believe this?”
Charity example:
A supporter reading your annual impact report, evaluating your financial transparency, comparing outcomes, or thinking deeply about a long-term monthly donation.
How to persuade through the central route:
Share data, proof, and clear reasoning
Use strong arguments
Be transparent and specific
Avoid hype - focus on substance
This route creates long-lasting belief and trust.
Peripheral Route: Quick, Emotional, Instinctive Decisions
People use the peripheral route when they are busy, distracted, tired, or not deeply invested.
They respond to:
Emotions
Visuals
Tone of voice
Social proof
Credibility cues
Simplicity
First impressions
Charity example:
Someone scrolling Instagram who sees a powerful story, a compelling photo, or a trusted influencer supporting your cause and donates instantly.
How to persuade through the peripheral route:
Use visuals and storytelling
Leverage social proof (“10,000 donors this month”)
Use simple, clear language
Create emotional resonance
Reduce friction in the action step
This route generates fast action, but the attitude shift may be temporary. They need to also relate to other people and understand that more people are doing it too.
This isn’t just for your charity, this is for business too. You need to take this information and listen to it. The audience will respond to all of it.
Which Route Should You Use?
Both. At the right time.
Use the peripheral route to get attention, engagement, and quick action.
Use the central route to retain supporters, build trust, and create long-term loyalty.
Great marketing combines both routes seamlessly.
Why ELM Matters for Charities
Because supporters are human.
They won’t always dive into your reports, and they won’t always make decisions based on emotion either.
ELM helps you:
Craft messages for busy supporters
Strengthen trust for serious donors
Build campaigns that persuade different people differently
Balance storytelling with evidence
Stop wasting time on “one-size-fits-all” communication
When you understand how people actually process information, your marketing becomes more humane and more effective.
10-Minute Exercise: Central vs Peripheral Audit
Choose one campaign and ask:
Central Route:
Do we give proof?
Is the logic clear?
Is there strong, transparent evidence?
Peripheral Route:
Is the story compelling?
Are the visuals strong?
Is the CTA simple and emotional?
Most charities discover they are overusing one route and ignoring the other.
Balance creates persuasion.
Why is this important to know?
Because if you understand how people process your message, you can communicate in a way that actually moves them.
The Elaboration Likelihood Model shows why some supporters skim your content while others dive in, why some donations happen instantly, and others require proof, and why storytelling must work hand-in-hand with transparency.
At VellumWorks, we believe knowledge should be free. That’s why this series will guide you, step by step, through everything from the basics to the most advanced strategies in marketing: no jargon, no gatekeeping, just education that empowers.
