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AI

AI Ruins Christmas and Other Festive Myths

    As the yuletide season descends, Coca-Cola’s annual Christmas ad, a hallowed tradition of red trucks, glowing lights, and syrupy nostalgia, has taken a bold leap into the future—or at least stumbled into the uncanny valley, depending on your perspective.      This year, the elves have been replaced by generative AI, which, as […]

Learn More December 2, 2024

AI Imagery. Creepy or Credible?

Imagine a world where for a modest fee, you get an AI-created image that looks real. No more expensive photo shoots or logistical nightmares—just a perfect image ready to go. AI-generated content is poised to revolutionize advertising, bringing cost savings and convenience that’s hard to beat. But, and it’s a big but, we need to […]

Learn More July 8, 2024

Giving Tuesday 2023: Tips and Hacks

            Over the years we’ve offered many tips (as in Try Dying for Giving Tuesday) and many admonitions (see Avoid the Snoringly Generic Approach to Giving Tuesday)             Most recently, Kevin’s 2023 entry weighed in with Livng Dusday our study of 573 Giving Tuesday emails scored on meeting (or not) […]

Learn More November 3, 2023

Dark Brandon Launches $2 Billion Campaign

A week ago President Biden officially launched his 2024 re-election bid with a web video recapping a busy two years of action and threats, and an online fundraising blitz. The blastoff was intended to squelch speculation that Biden wouldn’t run again,  and start the process of raising tons of money. So how did it do? […]

Learn More May 3, 2023

Is AI Creative?

Creativity is often defined by three criteria, The idea or product is novel (original) and, Has value or utility (usefulness), Within a specific context or task (task appropriateness) AI can certainly devise novel works of music, art and writing.  It’s true AI has no cognition, emotions or experiences and therefore, its originality is limited to […]

Learn More March 31, 2023

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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