Researchers at the University of North Carolina developed a new theory for understanding the functions of gratitude in everyday relationships. Traditionally, gratitude is thought of within an emotional context. Their theory, Find-Remind-Bind, explores how gratitude works in our evolutionary favor by strengthening our social connection with others.
- Find: starts new friendships
- Remind: orients people to existing social relationships
- Bind: further promotes existing relationships
Gratitude signals communal relationship norms and can motivate mutually responsive behaviors between the recipient of the gratitude and the benefactor. This is precisely what nonprofits aim to do with volunteers and donors. Gratitude is shown to this audience with the intent that a) they will remember their contribution in a meaningful way and b) they will want to engage with the organization again. Your takeaway: Bind volunteers and donors to your organization through a lasting, mutually beneficial relationship founded on gratitude.
As you can see saying thank-you goes far beyond good manners. It is an invaluable retention mechanism!