Advocacy Fundraising

Getting More From Digital: Donor Conversion

In an earlier post announcing release of the Blackbaud Institute’s of the 2019 Charitable Giving Report I noted that the growth in online giving was up +6.8% compared to just 1% growth for offline in 2019. Fearing this statistic might spur some readers (or more likely their board members or CEOs) to rush off and […]

Learn More February 28, 2020

Audience Building Outside of Google and Facebook

So far this week we’ve painted a darkening picture on how to build your audience with the Goofle and Facebook behemoths.. How about some good news and some good places to build your audience? A few thoughts: Twitter. Last year, Facebook eliminated a decent amount of third-party data from ad targeting (likely because they had […]

Learn More November 8, 2019

Audience Building and Facebook

There are a few big reasons, as with Google, why the initial gold rush window with Facebook is closing. Replaced organic reach. We know that organic reach on Facebook is nearly non-existent – instead it’s pay-to-play. We noted this in our constituent acquisition white paper and the big brands are acting on it. There are […]

Learn More November 6, 2019

Agitators Out on Strike

Today we’re shutting down the Agitator Global HQ and heading out to participate in today’s international climate strike. You’ll recall when Greta Thunberg, a Swedish school student, sat in front of the Swedish parliament building with her hand-painted “Skolstrejk för klimatet” sign, she kick-started a worldwide movement. It wasn’t the first time school […]

Learn More September 20, 2019

Top Two Excuses for 2019 Income Shortfalls

We’re 7 months through the year. Those whose fiscal year ended June 30thare now preparing their year-end board reports. Those whose fiscal year finishes on December 31stare figuring out how to close whatever income gap is likely. About this time each summer I stick a Post-it note on the edge of my screen with what I […]

Learn More August 2, 2019

My Last Email

No, I’m not about to quit. But, when the message popped up in my inbox from Sen. Amy Klobuchar with the subject line reading “My last email” I initially thought she was throwing in the towel. Not so. She was simply noting that this was her “last email before the first FEC deadline of this […]

Learn More July 19, 2019

Revolutionary Fundraising

On July 4th we Americans will celebrate our Independence Day, called such because Amxit is a mouthful. I wanted to focus on the fundraisers – as ever, the real unsung heroes of the revolution. The techniques and the situation may sound very modern… Urgent need. In 1780, the Continental Army surrendered Charleston to the British […]

Learn More July 3, 2019

The Power of Auto-Renewal: Why Are You Waiting?

I grew up among the Pennsylvania Dutch who constantly reminded me, “We grow too old soon and too late smart.” They might as well have had fundraisers in mind because it takes us lots and lots of time to adopt the proven best practices of others. Too much time. Too much lost donor loyalty and […]

Learn More May 28, 2019

Turbocharge Your Direct Mail and Digital

In anticipation of the 50thanniversary of the founding of Common Cause, the first of the modern, nonpartisan citizens’ advocacy organizations, I’m going through my files and pulling out the direct mail packages and ads we used to launch the organization. With a war raging in Vietnam, Richard Nixon in the White House, a hopelessly paralyzed […]

Learn More May 6, 2019

Creating Communities With a Purpose

I find it fascinating that so many commercial organisations are focussed on creating movements and communities. It is a huge threat to our organisations, as the boundaries between for-profit and non-profit become increasingly blurred. Think back to Nike’s advertisement with Colin Kaepernick last year. How many charities would’ve been brave enough to run such a […]

Learn More April 19, 2019

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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