The document discusses six principles of persuasion - reciprocity, commitment, social proof, liking, scarcity, and authority - that influence human behavior according to research. It provides examples from a political organization of how each principle can be applied in a campaign context to encourage supporters to take action, such as thanking supporters to build relationships, turning committed supporters into advocates, highlighting social endorsement, appealing to emotions through personal stories, setting deadlines to create urgency, and using trusted experts to convey messages. The document aims to demonstrate how behavioral research can inform practical campaign strategies.