Grow Your Legacy Society with the Feeling of Unity
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.
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.
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
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.
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