Have you seen the new holiday-themed ad from Chevrolet? If not, I highly recommend watching it here. It’s a touching story that will definitely pull at your heartstrings, and it serves as a powerful example of how nostalgia can be harnessed to evoke emotion and inspire action.
The ad, created in partnership with the Alzheimer’s Association, tells a story that resonates deeply with many viewers. It opens with a family discussing the declining well-being of a loved one with early-stage Alzheimer’s. The granddaughter takes her grandmother on a trip down memory lane, driving her through significant locations from her past in a classic 1972 Chevrolet Suburban, all set to the timeless tune of John Denver’s “Sunshine On My Shoulders.” The journey triggers memories and brings a spark of recognition to her grandmother’s eyes.
As marketers, communicators, and fundraisers, we have a tremendous opportunity to tap into the special appeal of nostalgia, especially during the holiday season when people are naturally more reflective. Nostalgia isn’t just about reliving the past; it’s about using the warmth of fond memories to inspire positive action in the present.
The Role of Nostalgia in Connecting with Donors
Nostalgia can be a powerful tool in your fundraising strategy. It connects people to memories that evoke strong emotions, which can be leveraged to inspire them to support a cause. For instance, in the Chevrolet ad, the use of a classic car and a beloved song creates an emotional experience that many can relate to, making the message more impactful.
One of our readers, Rod Learned, shared an insightful reflection on nostalgia’s power in marketing. He mentioned that while many might not recognize the name Thurl Ravenscroft, they would instantly recognize his voice as the one behind Tony the Tiger from Kellogg’s Frosted Flakes. Ravenscroft’s voice became a comforting presence, a nostalgic connection that made the brand feel familiar and trustworthy.
Rod’s experience working with Disney Legends like Sterling Holloway, the voice of Winnie the Pooh, further underscores how a familiar voice or tune can evoke feelings of comfort and nostalgia. This is a valuable lesson for anyone looking to create a deeper connection with their audience.
How to Use Nostalgia in Your Fundraising Efforts
As you plan your donor communications, think about how you can incorporate nostalgia into your messaging. Consider the following tips:
- Music: Just like Chevrolet used John Denver’s song to evoke nostalgia, consider what music might resonate with your audience. Music has a unique ability to bring memories to life and create an emotional connection.
- Storytelling: Use stories that resonate with the experiences of your donors. Whether it’s a shared cultural memory or a personal story that many can relate to, storytelling can be a powerful way to tap into nostalgia.
- Visual Imagery: Incorporate images or videos that evoke memories of past experiences. Whether it’s a vintage photo or a familiar setting, visuals can quickly trigger nostalgic feelings.
- Relatable Characters: If your campaign includes characters or spokespeople, consider using voices or personas that your audience finds familiar and comforting.
As you reflect on your past experiences and the values that resonate with your audience, consider how these elements can be woven into your fundraising campaigns to create a deeper emotional connection.
