Behavioral Science Posts

The Revolution Should Be Tested

My inbox occasionally delivers a gem that’s just right for a timely post. Today, a longtime Agitator reader passed one along I can’t resist sharing. It starts off… MEMORANDUM To: High-Level Direct Marketers Who Are Political Conservatives (if this is not you, please do a friend a favor and pass it on). FROM: Richard A. […]

Learn More September 17, 2021

Emotion is a Rock

Geologists have lots of words for rocks. Linguists have lots of words for speech sounds. And those living in Arctic regions have lots of words for snowy and icy weather. For geologists and linguists, it’s their raison d’être and those living most of their lives in the cold need a more precise way to […]

Learn More September 15, 2021

The Shape of a Good Story

Everyone’s got a story. If only this were true. In our extensive review of fundraising copy we find the sector copy reads more like an academic journal than an involving work of fiction. In case you’re wondering, the latter produces more reading and giving. The story part of the sector’s writing is especially weak. So, […]

Learn More August 25, 2021

No More Nudges

Behavioural Economics took flight only to come crashing down with a bang. Failure to replicate even the most basic of findings has started to raise eyebrows and questions. I can personally attest to this. I wasn’t immune to the allure of cognitive biases and the quick and easy interventions they offer – a.k.a nudges. I […]

Learn More August 23, 2021

Who’s in the Behavior Business? Charity Program Staff or Fundraisers?

Are you in the behavior business? Or does this task fall to your program staff? There is a growing paradox in charitable organizations between how the program staff and fundraising are (or are not) rethinking their most intractable problems. The former is realizing they’re in the behavior business. Behavior can be described, predicted or understood. […]

Learn More August 6, 2021

Nudging For (not “Or”) Donor Autonomy

In a recent Nonprofit and Voluntary Sector Quarterly article, Rebecca Ruehle and colleagues considered some of the ethical objections raised against nudge techniques promoting charitable giving. The authors argued nudges are morally ok even when they violate donor autonomy, if they’re aimed at issues they deem morally worth it e.g. disaster recovery, clean drinking water, […]

Learn More August 4, 2021

To Social Proof or Not Social Proof, That is NOT the Question

Sorry Shakespeare. Now get me to a soapbox. Does anyone think they aren’t influenced by what other people do? What else explains 80’s hairstyles? Of course you’re influenced by others. Equally inarguable is the direction of influence (I copy what those people do, I do the opposite) and degree (no influence, mild, moderate, heavy) differ […]

Learn More July 23, 2021

Is Preaching to Your Choir Turning Off Everyone–Including the Choir?

“We should all be less prejudiced.” Does this statement and point of view sit well with you? Maybe it matches your beliefs. Maybe you think it’s so obviously correct that it’s like saying water is wet; it’s almost factual and certainly unobjectionable. What about this sentiment? “You are free to choose to value non-prejudice. “ […]

Learn More July 9, 2021

Is Your Testing Divorced from Reality?

“If only we could get more people to give and do so more regularly.” ” Let’s devise a test. ” The HiPPO { Highest Paid Person’s Opinion; the one usually in charge) in the room says, “More people will give if we change the landing page to have more/less…text/pictures/fields.” “Great, we’ll do that test”, says […]

Learn More June 30, 2021

We Re-did the DonorVoice Website. Why Should You Care?

You shouldn’t…unless you’re interested in understanding why people give and using the insight to make your fundraising better. There is a case study here. You shouldn’t…unless you’re interested in using behavioral science to get beyond one size fits all fundraising. There is a case study here. You shouldn’t…unless you’re considering changing your own website and […]

Learn More June 28, 2021

Ask A Behavioral Scientist

Behavioral Science Q & A

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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Q: I find it irritating when some nonprofits accept my “gift” and then ask me to cover their credit card fees separately. It feels like a practice that does nothing to help win donors and runs the risk of turning others off. Is there any data on this either way?

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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Q: What are the three most important things to consider when designing a brilliant supporter journey?

There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]

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Q: Is there any evidence that changes to the tax laws in the USA changed end of year giving behaviors? Previously, ~30% of US taxpayers filed itemized tax returns allowing them to receive a deduction for charitable giving. Tax law changed in 2017 so that now only ~10% itemize. This should mean tax year-end giving should not matter to millions of people for whom it used to matter. Is there any data evidence to support this?

I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]

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