This weekend has seen another round of charity and fundraising bashing from the national press in the UK. That’s why this week’s Monday Morning Memo from Roy H. Williams (the Wizard of Ads) was such a welcome read this lunchtime.
As the wizard himself explains…
Branding – as it is taught today – will at best cause people to remember you and have a mild opinion.
But unlike yesterday’s branding, today’s bonding is the beginning of relationship, the essence of loyalty and the foundation of community among human beings.
Bonding, when done properly, makes people feel connected to you. It is the little-known secret of marketing to millennials and their parents.
Bonding creates community – surrogate family – connectedness – relationship – belonging.
When we talk about “community” in marketing, always remember: We buy what we buy to remind ourselves – and tell the world around us – who we are.
“I am irresistible, I say, as I put on my designer fragrance. I am a merchant banker, I say, as I climb out of my BMW. I am a juvenile lout, I say, as I down a glass of extra strong lager. I am handsome, I say, as I don my Levi’s jeans.” – John Kay
- The personality you craft for your brand is essential to the bonding process.
The public will give you their time if you offer them entertainment.
They will give you their money if they feel connected to you.
In the days of the Old West, branding made a cow yours.
In today’s hyper-communicated society, bonding makes a customer yours.
As fundraisers, the importance of bonding and connecting with our donors has never been more important.