Influence Requires Investment

By Edward Earwood |President of Fortify Foundation

In his 1984 work, Influence: The Psychology of Persuasion that has sold more than 5 million copies, Robert Cialdini, professor emeritus at Arizona State University and bestselling author, presents seven principles affecting influence. He presents research showing that “one of the most potent levers of influence around us—the rule of reciprocation—” (p. 23) is pervasive in human culture and affects all areas of our lives. This concept of give and take, the idea every action brings a response, is an “overpowering” rule of human relationship.

But what does this concept of reciprocation have to do with finance? How does the idea validate other rules that guide human relationships? And what can be learned that will be instructive?

Booker T. Washington stated that “there is no power on earth that can neutralize the influence of a high, simple, and useful life.”  This thought provides significant insight into the purpose of every person, especially those that call themselves Christians. Whether in our city, state, or in a foreign land, we are to share the good news or salvation and disciple (influence) believers. Our call to influence is central to the reason we exist. And central to successfully influencing others is the necessity of investment; we will never reach the lost or influence Christ-followers unless we sacrificially invest—time, comforts and pleasures, money, etc.

Let’s consider a couple of areas where we see this principle lived out. Family. Billy Graham stated, “The influence of a mother upon the lives of her children cannot be measured. They know and absorb her example and attitudes when it comes to questions of honesty, temperance, kindness, and industry.” I think that most parents desire to influence their children; however, many times the focus of influence is a bit misguided. It is easy to want to have influence over temporary things such as behavior, habits, selection of friends, educational or career choices. Why? Because many feel that it is the duty of a parent until the child leaves the nest. But what about influence that will last a lifetime? Influence that goes beyond the young years into a child’s adult years.

I remember a hard conversation that I was going to have with one of my adult children. She had contacted me from her hometown for advice about a matter; however, I knew and I think she also knew, to borrow my grandfather’s saying, we were “not looking down the same gun barrel.”  Somehow, I knew that this day would come; my wife and I regularly ended our day praying for our young girls as we nurtured them through their early years. We continually reminded each other that the crisis of the day was just a temporary matter; our ultimate goal was to invest into the “bank of influence.”  As we left the house that afternoon, my son-in-law asked, “Where you going?”  I quipped, “We are going to make a withdrawal from the bank of influence.”  As we walked out the door I heard his reply, “I hope you made adequate deposits.”

Why did she even care what I thought? Because it is true. Influence does come from investment. Years of deposits (investments) were now realized in the form of parental influence; it was not lost on me that the investments had not always been easy, convenient, or without sacrifice. But in this moment, the reward made me forget the difficulty of the investments.

Like parents, educators also understand that influence requires investment. I have often wondered what joy could possibly come to an elementary school teacher that invested into students, many of whom were seemingly uninterested, often unruly, and making only minimal academic, social, and spiritual gains. I have observed first-hand teachers that invested in their students—often underpaid and underappreciated—through prayer, countless hours of academic preparation, after hours tutoring, time away from family, and the list goes on. Why? So, at the end of 180 days, the student can be promoted to another grade? So that the teacher could enjoy a summer break and then do it all over again?

No, teachers also know that investment precedes influence. It is true that on a dreary, winter morning when recess is cancelled because of the wind and snow a teacher can get a case of temporary amnesia and forget about influence. But the heart of the educator knows that it is true – influence requires investment.

A recent conversation that I had with a former student reminded me again. He related to me how his fifth-grade teacher impacted him for life, recounting numerous ways that her investment influences him as he raises a family, serves on a Christian school board, and advances in his profession. From his own mouth he paraphrased it – “I’m so glad God had me in Mrs. [teacher’s] class. My life will never be the same.”

So, how does investment precedes influence affect a Christian school? Let’s consider at least two applications. First, Christian school leaders should continually seek to both model and seek for co-laborers that cheerfully invest into the students and families whom the Lord has allowed them to serve. From the head of school to the part-time support staff member, we must daily remember that we will never effectively influence students without investing in them. This will require planning, sacrifice, and time; we must remember that influence does not always come immediately; sometimes graduation comes before those withdrawals.

Second, are we making deposits daily into the bank of influence? Of course, this is done daily in the Christian school, but what about intentional investing to maintain the sustainability of Christian education. While both short-term funds and capital funds for projects should never be abandoned, it is important to invest in the sustainability of Christian schools. If we fail to invest, it is certain that our influence will vanish. Why? Because there is no influence without investment.

Our strategies as Christian school leaders must not be limited to short-term and capital projects. Hard decisions to invest into the sustainability of the Christian school must be made. Planning must go beyond the graduation of current lower school students. Sacrifices will be required. Why? Because our influence is at stake.