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Communications

What Your Story Must Tell

You’ve probably heard a zillion times by now that the best marketing communications involve telling stories. Stories that define your brand. Stories that your customers/donors can readily absorb and respond to emotionally. Stories penetrate. So, are you telling stories? And how effectively? Here’s a branding creative, Chad Cipoletti, writing on the subject, Three Questions Every […]

Learn More May 16, 2014

Do You Trust Advertising?

Well, honestly, do you? YouGov recently conducted a type of survey I see fairly often, looking at the question: Do consumers trust advertising? If, by and large, folks are distrustful of advertising, what makes you think they would look any more favorably upon your fundraising appeals/advertising? Because nonprofits and charities are inherently regarded as more […]

Learn More April 25, 2014

Using Celebrity Spokespersons

Using celebrities … here’s a topic you don’t see discussed much in terms of ‘best practices’. Yet celebrities are quite available and generous in working with charities and nonprofits. Some, like UNICEF and Amnesty International, have successfully developed the use of celebrities into an art form. Right off the bat, I should probably employ better […]

Learn More April 10, 2014

Two ‘Must-Read’ Columns

In the last few days I’ve seen two columns, one in the NY Times and one in the Chronicle of Philanthropy, that I consider ‘must read’ for nonprofit fundraisers and communicators (and their CEOs). The first sets the context for the second. In the NY Times, Arthur Brooks, CEO of The American Enterprise Institute, wrote […]

Learn More April 2, 2014

Making Losers Into Winners

Even The Agitator gets caught up in Super Bowl fever, although we still think of an ‘end run’ as something a good fundraiser pulls off when the boss says ‘No!’ to a good idea. And a ‘double reverse’ is the trick play fundraising consultants run when they fail to meet projections. Here’s a question … […]

Learn More January 31, 2014

What’s Your Call?

Over the last 75 years, the PGA Tour (Professional Golfers Assn) says it has made nearly $2 billion in donations to charities — from St Jude Children’s Research Hospital to Boys & Girls Club to myriad local charities. But it might surprise you to learn that the PGA Tour is a nonprofit business league (501(c)6, […]

Learn More December 18, 2013

Whose Story Is It, Anyway?

Yes, you’ve heard it before, including from The Agitator … “Use stories.” “Tell your donor a story.” “Stories engage emotionally.” Etc, etc. But will any story do? Obviously the same story doesn’t work for every prospective donor, however carefully targeted and apparently similar they might be. Consider the view of marketing guru Seth Godin. He […]

Learn More December 2, 2013

What’s Your Thanksgiving Story?

Our US readers will spend the next few days in thanksgiving. Happy Thanksgiving to each of you! You’ll be encountering a healthy (?) serving of family and friends, many of whom will want to know the latest about your work and how it’s going. Sure, you could say, “Our online giving is up over its […]

Learn More November 27, 2013

Why You?

Imagine that today, by sheer coincidence, you received mail solicitations from two different organizations with international child sponsorship programs, neither of which you presently support. Take off your professional fundraiser’s cap if you can, and explain to me what would happen. Would you open neither, one or both? If neither, are you simply not interested […]

Learn More November 5, 2013

Selling Potatoes

What if your job was selling potatoes? Literally. Over at the US Potato Board. Do you think you’d be bored? I’ll come back to potatoes in a moment, because I just saw a potato marketing campaign and website that blew me away. But I’ll admit that I’ve never met a french fry (‘chips’ to our […]

Learn More October 29, 2013

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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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