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Communications

Yawning All The Way To The Bank

In his post Why Boring Fundraising Is So Exciting, our pal Jeff Brooks riffs off a Nick Ellinger piece in NonProfitPRO warning that although donors’ use of media is changing, this trend DOES NOT signal that direct mail is dead. While it’s fine, in fact wise, to be alert to new channels, the successful fundraiser won’t abandon […]

Learn More March 24, 2016

Canadian Squirrels, Fear and Fundraising

Tom and I each maintain a sort of electronic compost pile where ideas, press releases, reader suggestions and the memorable blog posts of others accumulate. Then, about this time of year I begin working my way through “This Year’s Pile” setting aside those items I want to carry over into the “Pile for Next Year”. […]

Learn More December 17, 2015

Fundraising Common Sense

Tom and I are always grateful for Comments by fellow Agitators and we weren’t disappointed to the remarks triggered by the post on the 2015 Fundraising Effectiveness Project Report. All the insights were terrific, but I was particularly struck by Michael Rosen’s  comment on how quickly some folks seem to dismiss the importance and skill required […]

Learn More October 5, 2015

Breakdown In Trust Is A Good Thing

For too long too many nonprofits –especially those focused heavily on direct response –have behaved as though they’re still operating in a by-gone time when donors placed blind trust in nonprofits and their brands. This failure to recognize—not through lip service and jargon but by the way we practice our craft — the vast changes […]

Learn More August 14, 2015

Worry-Free Weekend for Fundraisers

Some things simply beg to be stolen. And so it was with yesterday’s post by Jeff Brooks over at Future Fundraising Now Here’s to Agitator readers  ending a week of agonizing meetings packed with inane or insane suggestions from the CEO, board or colleagues. Put all that aside and ease into your weekend with these […]

Learn More July 24, 2015

Does Your Reputation Matter?

The Agitator has recently reported on the latest body blows to the reputation of the nonprofit/charity sector, specifically with respect to fundraising practices. One would think that attention to reputation would be of paramount concern to our sector, but there isn’t much sign that individual nonprofit organisations think about their reputation in a systematic way. […]

Learn More June 1, 2015

To Go .ngo, .ong, Or Not

Last week the Chronicle of Philanthropy pointed out that beginning March 17th charities around the world are eligible to register for website addresses with the additional domains of .ngo and .ong. Agitator reader Greg Worley wrote asking us to weigh in with an Agitator opinion of whether or not adding these domains is worth it to […]

Learn More March 25, 2015

What Kind Of Donors Do You Want?

Some of marketing guru Seth Godin’s blog posts are simply elegant in the way they make such important points. Here’s an example, written about attracting customers … a group that to Godin includes “donors, backers, voters, members, vendors”. He asks: What kind of customers do you want? And offers some possibilities: Price shoppers Loyal Demonstrative […]

Learn More December 17, 2014

When Founders Leave

Make no mistake. Most fundraisers today have little fire in their bellies compared to the founders of their movements. That’s not their fault. But it is a reminder that movements and causes pretty quickly run out of steam when founders retire, die or otherwise leave the scene. That’s the principal reason most of today’s advocacy […]

Learn More September 24, 2014

When ‘Branding’ Rears Its Ugly Head

Sooner or later someone in your organization, totally devoid of fundraising knowledge (likely the CEO, a board member or the spouse of one) is going to come up with the brilliant idea of changing your organization’s name. Or your logo. Or your tagline. Or your graphics and copy style. Heaven help you. Because if they […]

Learn More June 25, 2014

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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

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