Enhancing the ways we use language

Andrea Macrae and Chris Washington Sare, April 2017

Reviewed by Matthew Sherrington

5. Subvert expectations.

Having a clear and distinct identity, as described in recommendation 4, also enables some playfulness with the parameters of that identity. Supporters report weariness about the repetitive, predictable and formulaic nature of charity appeals. [1] The norms and conventions of particular kinds of charity communications (direct mail, TV advertisement, etc.)  and of particular channels of communication (email, telephone, etc.) can and should be deviated from occasionally, to keep supporters interested and engaged. [2] A dominant ‘formula’ actually offers a lot of scope to exceed and challenge expectations, creating ‘surprise and delight. [3]

[1] Bennett, R. (2009), ‘Factors influencing donation switching behaviour among charity supporters: An empirical investigation’, Journal of Customer Behaviour, vol. 8, issue 4, pp.329-345.

[2] Schank, R. C. & Abelson, R. (1977), Scripts, plans, goals and understanding. Hillsdale, NJ: Lawrence Erlbaum.

[3] Berman, B. (2005), ‘How to delight your customers’, California Management Review, vol. 48, issue 1, pp. 129-151.