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.”
Why?
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?
Chances are you’ve fallen victim to earworms — pesky songs or melodies that get stuck in your head and just won’t get out. Research suggests that there are psychological reasons why some songs are more likely to stick, including memory triggers, emotional states and even stress.
