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Advocacy Fundraising

Forget Your Perfect Offering: What Two Fundraisers Taught Us About Courage and Craft

Once, when our Canadian readers were children, it’s likely that the voices of the CBC — the Canadian Broadcasting Corporation — filled the kitchen as breakfast was prepared. Clear, northern vowels. Unhurried questions. The quiet dignity of a country talking to itself. That voice — their voice — came dangerously close to being silenced. In […]

Learn More May 12, 2025

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 […]

Learn More May 5, 2025

2 Years After Dobbs: The Landscape of Support for Both Sides

            In 1973 Craver, Mathews, Smith & Co. launched the first direct response campaign for the National Rights Action League (NARL,)  now named Reproductive Freedom for All . That was the year Roe v. Wade was decided.             That was also the time 51 years ago when women could not […]

Learn More June 17, 2024

Correcting a $16 Billion Mistake

If you’re annoyed by the vortex of political hype, misinformation and just pure bullshit inundating your life please be aware: it’s about to get much worse. As we enter the general election season most Agitator readers unfortunate enough to live in “battleground states” will be increasingly inundated through all channels—tv, email, social media, radio, telephone, […]

Learn More January 24, 2024

Fundraisers Who Know vs. Fundraisers Who Care

     The Agitator spreads most of its digital ink covering the strategies, tactics, and trends in fundraising.   Among all these trees of technique it’s easy to lose sight of the forest called mission.      If you’re not motivated, captured, and deeply committed to the mission of your cause or movement it’s likely you’re […]

Learn More October 9, 2023

Deceptive? Manipulative? Brilliant? Destructive? You Decide.

           The post-Labor Day tide of political email is on the rise and, if the past is prologue, will reach its high water mark a year from now then very slowly ebb  toward Election Day 2024.              This growing digital dog-pile, excreted by local, state and federal candidates and PACs, will […]

Learn More September 5, 2023

“Because It Works, That’s Why.”

Perhaps it’s time to rethink the ‘because it works’ claim so often trotted out in defense of dubious, deceptive fundraising tactics; enter the political email season. Between April 1st and 19th of 2019 the presidential candidates (at the time) sent a combined 1,730 messages, more than 19 a day, to supporters.  In defense or explanation […]

Learn More April 10, 2023

Election ’22: Will the “Youth Vote” Matter?

Blue wave?  Red wave?  Tsunami or mere ripple?  With only hours to go before Tuesday’s Mid-Term elections the outcome is anyone’s guess.  There are almost as many “answers” as there are pundits prognosticating. One of the major unknowns is the wild card labeled “the Youth Vote.”  I say “wild card” because of this group’s historically […]

Learn More November 7, 2022

They Kill Puppies Don’t They?

Mercifully we’re into the final lap of  the 2022 midterm elections campaigns. Mercilessly the candidates, PACs, advocacy groups and scammers have relentlessly turned up the frequency and batshit crazy rhetoric of their digital appeals reinforced by even more annoying telephone texts.. If you contributed to one or two campaigns early in the season your involvement […]

Learn More October 10, 2022

What Fundraising Can Learn From Soccer Fans

Soccer (football for our non-US readers) fans are (in) famous for their fandom. During a 2002 Real Madrid vs. Barcelona match a Barcelona fan threw a pig’s head onto the field because he was so angry seeing a former player from his team wearing the white of Real. That fandom is an Identity, one causing […]

Learn More September 23, 2022

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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:



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