12 Days Of Giving
Why does Google have to invent it?!
Imagine this as your year-end appeal. Twelve days featuring twelve different aspects of your nonprofit’s program, each with a unique giving opportunity, each explained with its own graphic or video. Try Google’s version.
A kind of ‘Advent calendar’ of giving.
Roger and I think your donors would find something like this quite engaging in the holiday season. So we’re leaving it posted while we enjoy our Christmas holiday.
Wishing you a holiday season full of peace and happiness!
Roger & Tom
One response to “12 Days Of Giving”
Behavioral Science Q & A
Great question! Here’s how behavioral science can help unpack what might be happening: Pain of Paying: Even a small extra charge can make giving feel more transactional than emotional, potentially reducing generosity. Fairness Concerns: Some donors might perceive donor cover as a surcharge rather than a contribution to the cause. If they feel the charity […]
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The choice between “Your gift CAN…” and “Your gift WILL…” taps into the psychological framing of certainty vs. possibility. Currently, there is no academic research directly comparing these two framings in charitable appeals. However, I suspect no framing is universally better—the outcome likely depends on your target audience and the campaign’s goal. Here are some thoughts: Certainty Framing – […]
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Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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Wonderful idea guys! I plan to do something with this – a calendar is perfect. Our work with kids doing wilderness-based therapeutic mentoring and with children & horses engaged in equine assisted therapy make great photos.
Tom, you presented at last Spring’s NPLP with Simone and your thoughts and insights have been very influential in our writing. Thank You.
Ed Thorney
Exec. Dir.
Time Out Foundation, Inc