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Communications

Medicins Sans Frontieres

I’ve been thinking about this video ad from Medicins Sans Frontieres, which has stirred up quite a bit of controversy on the Chronicle’s Give & Take blog and elsewhere. Here are my observations. First, a piece of advertising needs to be assessed against its objectives. If the objective here was branding, I’d rate the ad […]

Learn More September 4, 2009

Marketing To The Silent Generation

Back in July, Mark Dolliver wrote this terrifically insightful article in Adweek regarding marketing to today’s age 65+ consumer. [Sorry, I’m just catching up to this, thanks to a mention by the Boomer Project.] Dolliver refers to this group as the Silent Generation (born 1925-42), sandwiched between a group whose life-shaping — and well-told story […]

Learn More September 1, 2009

The Medium Isn’t The Message

Sometimes the best advice is pretty darn simple. That’s the case with this piece in ClickZ by Bryan Eisenberg of FutureNow. He’s an expert on optimizing online conversions, but he’s making a larger point with this advice: "Don’t get caught up in the flash of Web 2.0 technologies; work to understand how each works so […]

Learn More August 31, 2009

Social Media Penetration Grows

As reported here by MediaPost, Forrester Research, a leading marketing and media research outfit, has released an extensive study on U.S. usage of social media. At this point, four out of five U.S. online adults report using social media at least once per month. Half participate in sites like Facebook and LinkedIn. Forrester classifies users […]

Learn More August 28, 2009

Twitter – The Next Hula Hoop?

Earlier this week we featured a somewhat grumpy "take" on Twitter from Ken Burnett of SOFII. Ken diplomatically pointed out to me that one Laurie Pringle, senior manager of philanthropy at ALS Canada, has commented on his original article, presenting a passionately contrary point of view. He graciously urged me to give her equal time. […]

Learn More August 21, 2009

Is Twitter Suicide The Only Option?

Writer and occasional fundraising consultant Ken Burnett has been struggling lately with Twitter. In this blog post, reproduced below with permission, he vents his frustrations and offers a solution. I thought you might enjoy his tribulations. Or as Ken asks:     Is it time for Twitter Elite? Or is Twitter suicide the only option? I […]

Learn More August 18, 2009

What Is “Relevant”?

To a communications or fundraising professional, "what is relevant" to my target audience or prospect is — or should be — the threshold question. Relevance to the receiver — not you the sender — is what determines whether your message or appeal has the remotest chance of penetrating the media clutter, as well as all […]

Learn More August 14, 2009

Email: Electronic Direct Mail?

No, says e-marketer Loren McDonald. Here’s an abridged list of what Loren says the successful email marketer really needs to know [with my comments from the peanut gallery]: 1. Email strategy — know how to create an email marketing plan and program that maximize the channel’s capabilities. [Always happy to see strategy at the top […]

Learn More August 12, 2009

The Online Winner Is …

B.L. Ochman, for my money, is one of the better social media strategists around. In this post, she critiques two online contests, finding one a clear winner … the other a distinct loser. Or, as she puts it: One rocks, one sucks. Here’s an excerpt: "Two current contests involving social media are a study in […]

Learn More August 10, 2009

Online Video Soars

Here’s the latest report on online video use from Pew Internet Project. As the charts below indicate, 62% of U.S. online adults have watched online video. Amongst those with broadband access, that figure is 69%, with nearly one-in-four watching in any given day. Online video watching significantly exceeds use of online social media, our  lead […]

Learn More August 7, 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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