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Communications

Fundraising Tactics Versus Messaging

Roger has been systematically working us through the "who, what, when, why, where" of nonprofit fundraising fundamentals … with only "where" yet to go (coming next week). I hesitate to interrupt the flow, but we received a response from Fraser Green at FLA Group that provides a useful bridge between the tactics of targeting (who) […]

Learn More February 5, 2010

The Value Of Now!

A lot of what I’ve learned about the “when” of fundraising I learned from selling funeral flowers. Let me explain. My father was a florist– a business that depends on event and emotion-driven buying impulse — funerals, weddings, Mother’s Day, birthdays and anniversaries – with most transactions completed over the telephone and by credit card. […]

Learn More February 4, 2010

Forget The Message. Just Send Money!

“The most poorly written mail I get is from people who want my money.”                       –January 26 post signed by “Disgruntled Writer” The lesson I’ve learned in 40 years as a copywriter is this:  Even if only 50% of your clients can read, you can be absolutely certain that 100% of them are convinced they […]

Learn More February 3, 2010

The Donor Pyramid Lie – V

I promise … after today, we’ll give the donor pyramid a rest. Except that next week Roger will pull together some thoughts on the underlying issues raised this debate of the past few days on The Agitator. For now, Ken Burnett gets the last word on The Pyramid, and discloses the true origins of its […]

Learn More January 29, 2010

The Donor Pyramid Lie – IV

The debate continues. I hope you’re reading the comments on our Agitator posts this week. But whether it’s a donor pyramid, trapezoid, ladder or bucket, no one is going to donate, at any level, whatever tactics  fundraisers throw at them, without effective messaging. Now, most intelligent fundraisers (even if fundraiser is just one of your […]

Learn More January 28, 2010

The Donor Pyramid Lie – III

Here’s yet another view on Donor Pyramidgate … the debate over where major donors actually come from … and how to depict their evolutionary path graphically. It appears fundraisers take their geometric preferences quite seriously! As you can see here, Kristin McCurry of MINDset direct prefers a trapezoid. Can we all at least agree on […]

Learn More January 27, 2010

The Donor Pyramid Lie – II

Yesterday’s Agitator post on the donor pyramid (Is it a lie?!) prompted quite a response, so we’ll stick with this debate a bit. Commented John Sauve-Rodd (a Brit): "Personally I find the donor pyramid of no practical use, but as seasoned US and Canadian fundraisers told me in my research, ‘It is useful to explain […]

Learn More January 26, 2010

A Living Case Study On Dealing With Disasters

Frankly, I’m sick and tired of  the dismissive comments with which many in our trade dismiss the money raising accomplishments of the American Red Cross in this Haiti disaster. Sure it’s a ‘big brand … sure it gets top media attention … sure the President and First Lady added to the media attention with their […]

Learn More January 20, 2010

“Copy & Paste” Toward Oblivion

Yesterday, in light of Target Analytics’ report on the continuing decline in both donor acquisition and donor giving, I asked “Why do so many organizations persist in doing the same old, same old year after year hoping that results will suddenly improve?” At a time when every fundraiser knows the world has changed demographically, psychographically […]

Learn More January 13, 2010

More Agitating For Fundraisers

Today’s post is #1001 from The Agitator. With one thousand down, we’re eager to publish one thousand more and hope you’re equally eager to read them! When we started The Agitator in 2006, fundraising was enjoying a bull market. Just about everything worked. Just about everyone comfortably met their fundraising targets. As we begin 2010, […]

Learn More January 11, 2010

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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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