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A case of (donor) identity

I voted already. I did it the minute I got my new voter registration card here in Tennessee. I have the sticker to prove it. And I did this despite knowing in my brain of brains (as opposed to my heart of hearts) that it made no possible difference. Everyone I voted for will win […]

Learn More November 3, 2016

The math of opt-in nudging

We have a new white paper here about how to get people to opt in here. It’s great; I strongly recommend it. There’s a section talking about why to get people to opt-in, from regulatory pressures to response rates to decreased costs. But there is always someone within an organization who is incapable of seeing […]

Learn More October 20, 2016

Using your real estate better on confirmation pages

Back in April, I wrote a series on using your real estate better, including tips on reply devices, preheaders, online images, and more. As I’ve been secret shopping nonprofits, I’ve noticed one more in need of real estate improvement: the humble confirmation page. Whether it’s after a donation or a newsletter sign-up or an advocacy […]

Learn More October 13, 2016

Who benefits from your direct marketing?

Lenny Briscoe of Law and Order fame would never have said cui bono.  He would have dismissed it as fancy lawyer talk with a quippy, world-weary one-liner. But like every good investigator, he believed in cui bono, Latin for “who benefits?”.  The idea is that the person most likely to have committed a crime is […]

Learn More September 29, 2016

What I learned in my week of feedback

How often do you have a transaction with a for-profit company where you are not asked to give your feedback about the experience? And how often do you have a transaction with a non-profit where you are asked? I wanted to answer the first of these by recording every transaction I had for a week […]

Learn More September 22, 2016

How are you baiting your line?

Worms. Grubs. Caterpillars.  Rat-tailed maggots.  All of these are used commonly as bait by anglers looking to land a fish. How do they decide which one to use?  I assume they taste each one and see which one is the tastiest. After all, that’s what often happens with our fundraising letters: we put in the […]

Learn More September 15, 2016

When A/B testing gets a D

A few weeks ago, I talked about an A/B test that showed significant results even though there was no difference between A and B, just random chance.  But that’s not the biggest challenge with AB testing. Don’t get me wrong, AB testing is better than no testing.  We have to keep testing and working to […]

Learn More September 8, 2016

Where are your missing bullet holes?

During World War II, the Allies puzzled about where to put armor on their bombers.  Strategic attacks needed these flying fortresses, but this necessity also made the bombers a prime target. Armor is heavy.  And heavy is flight’s mortal enemy, as anyone knows who has run down the sidewalk wearing a cape flapping their arms. […]

Learn More September 1, 2016

You’ll never look at your A/B test the same…

Back in my salad days of working for a nonprofit (which was as of three weeks ago; time moves pretty fast nowadays), I was looking back at test results of a campaign we ran with our agency partner. We did 15 panels of 20,000 per, each with the same RFM segments in equal amount. Think […]

Learn More August 25, 2016

A visit from the ten percent genie

You are walking down your favorite beach. As the water laps at your toes, you kick back at the surf absent-mindedly. After all, your mind is still partly back at the office on your direct marketing program. It’s not that it’s doing badly per se. It’s just not doing great. And it’s getting harder. Response […]

Learn More August 18, 2016

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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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