Harnessing the Power of Unity in Planned Giving
A Lesson from Cialdini’s “Pre-Suasion”
The Principle of “Unity”
Unity fosters a sense of shared identity.
In the book Pre-Suasion: A Revolutionary Way to Influence and Persuade, author Robert Cialdini speaks of Unity: the idea that the more we perceive a person is “like us,” the more likely we are to be influenced by them. You can use this universal principle to grow your legacy society by giving members a unifying name. Many nonprofits use this method for monthly donors: “PBS Sustainer” or “IJM Freedom Fighter,” for example.
Beyond a unique moniker for members, you can use the principle of unity in your conversations with donors by talking about a shared love of the organization, passion for the mission, academic experience, or even a university team.
“We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves.” – Robert Cialdini
Cultivating Unity Through Marketing
Triggering an emotional connection.
Marketing can also trigger a feeling of Unity through images that make an emotional connection. Feelings such as compassion for animals, pride in an alma mater, hope for expanded medical treatments, and nostalgia of a team or campus experience. (See an example).
Cultivate this universal principle of Unity to grow your Legacy Society. The more connected donors feel to the mission of your organization, the more likely they’ll be to consider a planned gift.
Just Like Me: Inspiring Donors with Stories
Looking for stories that will cultivate unity and inspire donors to consider a planned gift? Bonnie O. Meyer, CFRE, and chief creative officer of Meyer Partners shares her advice: “Tell inspiring stories of women and men who lived modestly and who remembered your organization in their will. You don’t need to mention the amount of the bequest, but you do need to speak to the why.”
For Example:
Behind-the-Scenes Staff
The janitor who gave a little bit to your food bank each year because he remembered what it was like to be hungry as a kid, and then he left a surprising gift in his will.
Consistent & Faithful Small Donors
The couple who got to know your university and became passionate, long-time supporters, because they hosted student teachers for many years.
The Engaged Volunteer
The usher who volunteered at the local concert hall who was moved by all the amazing shows she viewed that she wanted to give back to the arts.
PGMarketing PRO TIP
Recognize a great story to feature and learn to write powerful and effective donor stories. Read More