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HAPPY THANKSGIVING

We’re grateful for the time you give The Agitator. We’re grateful for your thoughts and comments.                                   We’re grateful for the work you do for Others. We’re grateful for You. Happy Thanksgiving! Roger and Kevin P.S. And if you’re […]

Learn More November 22, 2023

827 Years of Direct Mail in 40 Minutes,37 Seconds

“Power corrupts.  PowerPoint Corrupts Absolutely.”  —Edward Tufte All of us who’ve suffered through interminable series of PowerPoint slides at conference after conference can certainly agree with Prof. Tufte, a pioneer in the field of information design and data visualization. HOWEVER….here’s an exception.  A masterclass in 827 years of direct mail history presented in 40 minutes […]

Learn More March 21, 2022

Supercharge Your Giving Tuesday

With Giving Tuesday ( November 30) on your near-term planning horizon I’m hoping you’ll choose to think once, twice and even thrice before dipping into the Giving Tuesday Sea of Sameness by offering up one more of the hundreds of matching gift offers that will be indiscriminately dumped on donors. For starters I recommend you […]

Learn More October 15, 2021

4 Cognitive Bias Myths

One restaurant is half full, the other empty, which one would you choose? To help us reach a decision faster we use mental shortcuts (known as “cognitive biases”). In this case we’re likely to judge the quality of the restaurant (food, service, ambiance etc.) simply by the number of customers we see dining there. Biases lead to […]

Learn More March 22, 2021

Donor Retention and Loss: A Tale of Two Charts (actually 5)

Which chart would you rather show to your CEO, finance chief or Board?   The answer is obvious and also underscores an innate human condition – we hate the thought of loss. In fact, we have such a subconscious aversion to loss that we will irrationally choose to frame everything as gain even though the […]

Learn More January 27, 2021

Do You Close the Bathroom Door Even When You’re the Only One Home?

That envelope teaser was written nearly 50 years ago by the great copywriter and my friend Bill Jayme for a highly successful Psychology Today acquisition promotion. Bill wrote that long before the internet.   Today, the near constant from the digital crowd (and some direct mail folks as well) would be, “People are too busy to read […]

Learn More December 7, 2020

4 Tips When Using Cognitive Biases

In the previous posts, we busted some myths and explained the risks of having a simplified view of biases. Taking both into account, I’ll close the week with 4 short recommendations. 1. Avoid “all or nothing” thinking. Don’t believe in the universal application of biases – don’t assume that an effect observed in one context will […]

Learn More January 25, 2019

4 Risks With the Simplified View of Biases

There seems to be an obsession with biases lately – everyone talks about them, tries to explain behavior with them and sees them everywhere around us. While acknowledging their contribution is important, considering biases as the one and only answer is dangerous. When examined solely through distinct biases, human behavior appears to be concrete and […]

Learn More January 23, 2019

The donorcentricity debate

There was a vigorous debate over at our friends at The Agitator about the nature of being focused on the donor, with topics like whether a “you” focus is sufficient to be donorcentric. Virtual blows were thrown, clarifications made, blood pressures checked. At the same time, I had the opportunity to be with several nonprofit […]

Learn More March 2, 2017

Do you want likes or loves?

Our friends at the Agitator are having an excellent discussion here about the value of social media to fundraisers.  There is, unsurprisingly, a dearth of case studies of significant value from social media driving donations not involving buckets or ice or challenges (or advertising in highly targeted and relevant ads – we’re speaking here of […]

Learn More January 19, 2017

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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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