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Communications

2009 Online Advocacy Review

Here’s a decent review from ClickZ of how online media were used for political and issue campaigning in 2009. The comment I found most interesting is the "gap" one expert noted between Obama presidential campaign’s pathbreaking online campaigning in 2008 and the feeble use of this army to support Administration initiatives in 2009. One wonders […]

Learn More January 6, 2010

For Fundraisers, Is Love In The Air?

According to this report in the NY Times, advertisers are turning up the dial on emotion in their appeals. Perhaps nonprofit fundraisers should do likewise. Says one ad exec: “There are left-brain and right-brain approaches to advertising,” said Linda Kaplan Thaler, chief executive of the Kaplan Thaler Group, part of the Publicis Groupe. “For a […]

Learn More January 5, 2010

Pondering Direct Mail

Here’s a thoughtful essay from fundraiser Ken Burnett on the "death" of direct mail. Actually, Ken emphasizes (and The Agitator agrees) that what really matters is the message and how well it’s crafted … whatever the medium used to deliver it. Here’s an excerpt: "At its heart direct mail fundraising is not about direct mail. […]

Learn More December 28, 2009

Fundraising Without Checks

In a comment on The Agitator, Jim Toscano of the Minneapolis Heart Foundation says that checks will no longer be used in Britain in nine years. And he asks: "What effect would it have on our fund-raising process if donors didn’t have a check to use to convey funds?" Fascinating question. But first of all, […]

Learn More December 18, 2009

No Money On The First Date

Marketing maven Seth Godin wrote The First Transaction, an interesting post about the need for cultivation to precede any ask for money. It’s a short post, so I’m reproducing most of it here … "Digital transactions are essentially free for you to provide. I can give you permission to teach me something. I can watch […]

Learn More December 15, 2009

When Silence Is Golden

I noticed this brief post on Social Media’s SmartBlog. It makes a hugely important point about social media. "It’s tempting to focus on social media as a pulpit for your own ideas. Who will you connect with? What will you say to them? How will you build those relationships into something tangible? But the fact […]

Learn More December 11, 2009

Only “C” For This Fundraising Video

An Agitator reader commended this fundraising video … "I loved this video appeal from the Jewish Federation in Philadelphia. It is simple and lovely, probably low budget." http://www.jewishphilly.org/page.aspx?ID=204926 I’m afraid I have to disagree. I’m always saying "more emotion" in fundraising. Certainly this video (more like a slide show) tries to touch our heartstrings … […]

Learn More December 10, 2009

Finding Red Balloons

Here’s a fascinating Defense Department experiment that nonprofits can learn from. DoD offered a $40,000 prize to whomever was first to locate ten red balloons placed in various locations around the US … some in very obvious places, some not so obvious. The balloons were eight meters in diameter. The winning team, from MIT, found […]

Learn More December 8, 2009

No More Impulse Giving?

I read an article that proffered various "new marketing realities" that marketers need to consider coming out of the recession (if and when!). Among the observations: "Customers are no longer buying on impulse. They don’t have the access to credit they used to have, and they’re hoarding their limited resources. Bottom line: They’re spending less." […]

Learn More December 4, 2009

Not Until Your Mail Planning Is Done

Here is a terrific article from Beth Kanter on trends she sees taking shape in the nonprofit social media world. Now, I do not want you to read her article until AFTER you are sure you’ve crossed all the "t’s" and dotted all the "i’s" on your year-end direct mail, email, and telemarketing appeals … […]

Learn More December 2, 2009

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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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