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An earworm leads to a donation for my high school

An earworm leads to a donation for my high school

Issue #154

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An “earworm.” 


This week I received a holiday alumni email from the American School in London (ASL).   I grew up in London and was lucky enough to attend ASL.    To be honest, however, I don’t think about the school all that much.    It was a great school, but it was a long, long time ago.

The email motivated me to give, even though the email did not have a single “ask.” 


A song.   “Wanting Memories”.

The email had one single link, to a 1-minute video of the High School Choir singing Wanting Memories with photos of school children at ASl.

The song was perfect as a memory trigger to my time at ASL.  The photos transported me back to my years as a young boy and a teenager living in one of the greatest cities in the world.

So I decided to donate.  Why, because ASL triggered emotion through a 1-minute video with photos and a song.   

Plus, the song is a fantastic “ear worm.”

What is your organization doing to connect with your customers or members or alumni?

Thank you,

Shaun Dakin – Dakin Associates

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