Roger Craver - Agitator

Silicon Valley, ActBlue, and the Great Unraveling

If irony were rocket fuel, we could launch the James Webb Space Telescope into the next galaxy—or ship Elon Musk to his beloved Mars. How else to explain the spectacle of Silicon Valley billionaires—men, yes, men– whose fortunes were built on science, data, and publicly funded research—now gleefully backing a political regime waging war on […]

The Contagion of Giving

We don’t usually review children’s books here at The Agitator. But today, we make an exception—not out of novelty, but necessity. We’re All in This Together: Leo’s Lunchbox, a new picture book written by Senator Raphael Warnock and illustrated by TeMika Grooms, might seem like a simple tale for little ones: a boy shares his […]

Trump and the Sistine Chapel Playbook

It’s the day after Earth Day, and if you’re not already furious, allow me to help. Donald Trump is once again treating the IRS like a blunt-force weapon, threatening to revoke the tax-exempt status of Harvard—yes, Harvard—under the camouflage of “fighting antisemitism.” That’s rich, considering the administration’s actual gripe seems to be that Harvard wouldn’t […]

The Speech Stirred Souls. The Inbox Asked for $3.

The night Senator Cory Booker rose to speak in a 25-hour filibuster, something rare happened: sincerity leaked into the Senate chamber like light under a closed door. “I can’t allow this body to continue without doing something different,” he said. For a moment, we believed him. And then we didn’t. Because the moment the cameras […]

DON’T EAT THE SEED CORN: A Checklist for Fundraisers in Tough Times

Let’s not sugarcoat it. Economic turbulence is here—and it’s got teeth. The stock market’s sliding, anxiety’s rising, and if history is any guide, fundraisers are bracing for another punch in the gut. I’ve been working in the fundraising trade for more than 60 years. That means I’ve lived and worked through every recession since 1960—and […]

You’re Being Watched. Protect Yourself.

The AFPICON 2025 Conference is coming up soon (April 27-29) and there’s a growing unease among Canadian and other non-US fundraisers—an anxious undercurrent that’s hard to ignore. Many who once eagerly crossed the border for conferences and gatherings now find themselves hesitating. It’s not the logistics of travel or the cost. It’s the climate—the political […]

A Billboard and Brush. Defiance and Hope

Given the last 70 days of assholery, cruelty, mendacity, and stupidity, we all deserve an uplifting start to the week. Thus the following story appearing on Substack by the author whose nom de plume is Your Weirdo Friend. There’s something about this story—simple, plainspoken—that cuts through all the noise and bloviating hammering us daily. No […]

Robbing the Sick to Pay the Suits. Donors Defect.

While we’ve been mainly focused on the need for citizens and nonprofits to fight back as Trump, Musk, and their lapdogs go hell for leather to destroy the U.S. government while padding their own pockets, we must also cast our gaze downward, to the tawdry spectacle of Congress. There, the Republican majority, a trembling congregation […]

Building a Shit Sandwich for Trump

The green shoots are rising. They push through the cracks, stubborn, reaching for light. You see it in the streets. In the faces at town halls. In the crowds swelling, growing, multiplying. It started in places people don’t always look. Decatur, Georgia. Vancouver, Washington. Pittsburgh, […]

Kiss Our ASS

I just watched him—a a wannabe grand but disgustingly gaudy figure on a grand stage—peddling a litany of lies before Congress. It was as if the air itself had turned to a toxic ink, rewriting our collective story with false promises and empty bravado. Trump, with his coterie of clapping and cheering sycophants, stood as […]

Ask A Behavioral Scientist

Behavioral Science Q & A

Q: As a designer who works with non-profits on fundraising strategy, I see the language like the following: “Our supporters help empower every girl, ensuring she has the resources she needs.” I do not think the word “help” is useful–I think “Our supporters empower every girl, ensuring she has the resources she needs. ” is much more engaging. Thoughts?

Whether “help” is more engaging or not really depends on the framing and context. The word help can sometimes weaken the perceived agency of the supporter, making their role feel secondary rather than central (your point). On the other hand, help can also signal collaboration rather than implying full ownership of the outcome, which might […]

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Q: We started offering a donor cover option last april 1. The data to date suggests this may be dampening giving.eg. those who say yes to donor cover have a lower average gift (based on analysis of 6000+ gifts). I’m wondering if those who give lower gifts feel more guilt and therefore say yes to donor cover or if the presence of donor cover is making people adjust (lower) their gift size to accommodate the extra 3%. Would love any insights you have.

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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Q: When writing an appeal, I waffle back and forth between writing “Your gift CAN…” or “Your gift WILL…” Any studies of which of these two words is best for an appeal?

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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Q: Do you have any insight on whether integrating an individual giving appeal with other comms from the charity in both appearance and messaging can uplift results? Or does the actual appeal become ‘lost’ for lack of stand-out?

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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Q: Is there any research on response rate impact in direct mail when referring to a sustainer gift as ongoing or recurring (catching all frequencies) v. monthly or annual?

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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Q: A major conservation nonprofit sends me lots of mail, many of which have on the envelope “time to renew” or “2nd notice.” I find this practice deceptive, especially as I haven’t given to said organization since 1997. It must be effective or they wouldn’t do it. But is it ethical?

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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The Agitator Tool Box

Ideas, applications, tools, processes, and case studies of break-through solutions in fundraising, including: