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?
Shaun Dakin – Dakin Associates
PS: If you like this email, please forward it to your friends and colleagues!