Nostalgia as a Fundraising Tool
US project will measure how the tendency to give is affected by treasured memories
James Briggs, co-founder of UK marketing firm Open Fundraising, said nostalgia definitely had a place in UK fundraising, but what worked for one person might not work for another. Tighter targeting or more creative variants could be needed, he said.
Richard Hill, planning director at UK marketing firm Touch DDB, said charities should be careful not to portray themselves as hankering after the past and having no modern solutions.
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