How do you motivate alumni to give money to libraries?
Or, more generally put, how do you persuade someone to do something that’s not top of mind?
You tell meaningful stories.
Storytelling has been a powerful marketing communications tool for a long time. Today, it’s often talked about in association with content marketing.
And while it’s not a new tactic, when used effectively, it can produce important business results.
Take this ad for Duke University Libraries, for example.
The photo caught my attention and led me to read about how Duke assigns a librarian to every first-year dorm.
To me, that’s an interesting story I’d like to know more about. The eye-catching visual, along with the text, quickly dimensionalizes an abstract concept and makes it easy to understand and relate to. There’s a URL to get more info.
The result: Duke has a greater chance to raise funds earmarked to its libraries. Continue reading