Breaking Out of the Status Quo

From Burnout to Breakthrough: The Hidden Pattern Behind Extraordinary Fundraising Success

It starts with a failure. A man, good at what he did, walks away. Years ago, veteran fundraiser Alan Clayton watched a fellow fundraiser lose hope. He sat across from him, shoulders slumped over coffee, hearing the words, “How can it be so hard to save a child?” That failure lit the match. What followed […]

Learn More January 31, 2025

At Last! Kevin is a Bot.

I’ve been watching and ready to call bullshit on most of the advice given to fundraisers on the use of AI. Every day it’s another pitch about “efficiency” and “targeted engagement”—all solutions in search of a problem that isn’t even defined let alone understood. AI for fundraisers? Sure, if your goal is to reduce human […]

Learn More November 4, 2024

Don’t Talk to Me When I’m Not Listening

Picture this: Most nonprofits are places where 7 out of 10 freshly acquired donors vanish faster than free bagels at a staff meeting. You’d think CEOs and fundraisers would be crawling over each other, eager to hear what donors have to say about how we might keep them around. But alas, we’re too busy rehearsing […]

Learn More October 30, 2024

The Evolution of Ken Burnett’s Vision

In the soft dawn of the early 1990s, Ken Burnett sat at a modest desk in the UK, his mind a whirlwind of thoughts about the future of fundraising. He was a man possessed by a vision. The vision would ultimately culminate in the first edition of Relationship Fundraising: A Donor-Based Approach to the Business […]

Learn More June 7, 2024

It’s Time to Steal

Today’s headlines seem like the work of a dystopian copy editor gone batshit crazy. Sadly, they’re real and reflect the reality on which they’re based. Here’s a sampling of just a few from last week “In Court, Porn Star Details Sex with President.” “VP Hopeful Continues Media Tour Despite Questions About Shooting Puppy.” “Democrats Save […]

Learn More May 13, 2024

Fat on the Ends, Skinny in the Middle

Here at The Agitator, we don’t subscribe to the “we told you so” mindset. BUT…14 years ago we alerted readers to what looked like both an anatomical and fundraising failure on the part of too many nonprofits. In June of 2010 our post Cashing in on The Chasm noted, “ the much-vaunted “Fundraising Pyramid” too […]

Learn More March 25, 2024

Make it Relevant. Helpful?

Your message should be relevant. That statement, proffered as ‘advice’, is about as useful as its polar opposite, don’t make your message irrelevant to the audience. Can the same message sent to everyone on your donor file or in your acquisition marketing be equally relevant to everyone? There’s a stark difference between targeting and tailoring […]

Learn More March 20, 2024

The Barcode’s Birthday and Its Role in Fundraising World

In the Muzak -misted modern marketplaces, amidst the rhythmic beep of machines, lies a revolution so profound yet so quietly integrated into the fabric of our daily lives that it scarcely draws attention. This revolution, now marking its 50th anniversary, is none other than the barcode—that modest stripe of black and white that’s silently reshaped […]

Learn More February 9, 2024

Correcting a $16 Billion Mistake

If you’re annoyed by the vortex of political hype, misinformation and just pure bullshit inundating your life please be aware: it’s about to get much worse. As we enter the general election season most Agitator readers unfortunate enough to live in “battleground states” will be increasingly inundated through all channels—tv, email, social media, radio, telephone, […]

Learn More January 24, 2024

The New Acquisition: Don’t Miss out in 2024

One of the eternal mysteries here at the Agitator is why so many fundraisers ignore the issue of donor retention in favor of obsessive focus on donor acquisition. They’re whistling past the graveyard of declining acquisition returns and rising costs. Even back in 2012 when we launched the three-year study of donor behavior that led […]

Learn More January 8, 2024

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 […]

Read Full Answer

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 […]

Read Full Answer

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 – […]

Read Full Answer

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 […]

Read Full Answer

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 […]

Read Full Answer

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 […]

Read Full Answer