Hi! We're Julie Cooper and Brett Cooper, fundraising copywriters for great causes. Does your fundraising bring in as much money as it could? You can send donor communications that stir hearts to action. We'd love to help. π Start by subscribing to our FREE weekly newsletter.
Some of my favorite things are in the past. You too? Take my hand, let's go! This is the 114th issue of the Fundraising Writing Newsletter. If you find value here, please tell your fundraising friends. (Your fundraising friends can βsubscribe here for free.)β
In this issue:
Wednesday, November 29, 2023
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Hi Reader,
Nostalgia β tis the season!
This past week, my family and I enjoyed our traditional Thanksgiving meal that included dressing, cranberries, cornbread casserole, and a green bean casserole that's 100% faithful to its original recipe of 40 years ago.
Very nostalgic. It was wonderful.
I think nostalgia can be described as: novelty plus time.
You relive a moment from your past, but it's different this time because you are different this time. It's not just the past. It's the past colored by the present. That change in perspective changes the way you think and feel about the original moment.
Perhaps this is why nostalgia is so powerful.
Which is why I want to share with you about how...
Brett texted the commercial to me yesterday morning. He said:
I watched the 5-minute commercial and cried pretty much right away. (Brett says he didn't get misty-eyed until a couple minutes in, with full tears dropping near the ending.)
Please watch the commercial now. (It will do your heart good!)
Then: I have thoughts.
Done already?
Okay.
Now, here's the rest of my text exchange with Brett. I begin:
Whatever moments from the commercial resonated with you, I'm confident you felt something. Please hold onto that! It's a feeling your donors love to feel. But how can you give them this feeling?
πΒ First, let's break down why the commercial is so moving.
π Then, we'll look at a few examples from fundraising.
π Finally, I'll leave you with some big-idea takeaways.
What the Chevy commercial teaches us...
Whether it's fully realistic or not, the idea of an elder woman nearing the end of her life while suffering with dementia β then coming back to herself and her family after "traveling down memory lane" speaks to all of us.
We can relate because we've all experienced at least some small version of this: you feel not quite yourself, then you feel much better after doing something that reminds you of who you really are.
This is one reason visiting beloved family or a treasured old friend can be so rejuvenating. You swap stories, relive memories, and walk away ready to tackle the challenges before you. They seem smaller now.
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The commercial is a brilliant "vehicle" for nostalgia:
That's the broad story arc.
But what makes us cry is the contrast between how the grandmother was at the beginning of the commercial and how she is at the end β all of it punctuated by relatable nostalgic details.
We are seemingly with her as she tours through her hometown, past the house she grew up in, past the high school she went to.
Then come her memories. The moment she first lays eyes on her future husband as a young man. The moment they first kiss at a drive-in movie theater.
Grandmother remembers this well enough to correct her granddaughter: she was not the kissee β she was the kisser!
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Fundraising takeaways from this commercial:
π΄ Try to think of a brilliant vehicle for nostalgia befitting of your fundraising campaign.
π΅ Make the memories relatable.
π‘ Include emotional moments.
π£ Help us to see and feel those moments with details.
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A few examples from fundraising...
β‘οΈ Watch this 1-minute fundraising video from UNICEF UK that was shared by Ligia PeΓ±a at this year's Nonprofit Storytelling Conference. It features nostalgia through the decades to great effect.
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β‘οΈ Review this fundraising pack created by Agents of Good and featured on SOFII (added by John Lepp just last week!).
This pack highlights nostalgia through a campaign focused on a musical therapy program for seniors:
The appeal letter was sent in a nostalgic outer envelope:
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β‘οΈ Take a look at how a memory in a client's appeal letter conjures up warm feelings of nostalgia β emphasized here with a typewriter font:
Please note that, for the image above, I specifically chose the original book cover from 1962. Because: nostalgia! :)
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βAnd finally, some big-idea takeaways...
Final thought:
βNostalgia makes for fundraising to remember!
For your brain, heart, and funny bone...
Until next time: May you never forget the power of the past, and always be on the lookout for opportunities to help your donors travel down memory lane, where they're happily likely to find themselves again.
Grateful,
PS: Here's the latest in our weekly video series, Win It in a Minute. You can (and maybe want to?) subscribe here.
In the new video, Julie tells Tom, "I'd like to ask you about the emotions we want donors to feel from reading our appeals. Recently, DonorVoice posted that they did 4 head-to-head experiments to see what emotions work best in fundraising. They found that, by far, fostering a sad feeling first followed by a hopeful feeling worked best. What are your thoughts?"
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Hi! We're Julie Cooper and Brett Cooper, fundraising copywriters for great causes. Does your fundraising bring in as much money as it could? You can send donor communications that stir hearts to action. We'd love to help. π Start by subscribing to our FREE weekly newsletter.
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