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Communications

Social Nets – A Fundraising Distraction?

First, the good news. A recent "must read" data memo from the Pew Internet Project reports that 35% of American adult internet users have a personal profile on an online social network site … four times as many as three years ago. More detail on the percentages of online folks who have a social net […]

Learn More January 20, 2009

What Are You Doing Tomorrow?

Beginning with the New Year, Tom and I have been pounding away on the subject of “loyalty." The term means different things to different folks. A key factor is likely to prove to be "involvement." ( We have a series of surveys and other analytic projects in the works which we’ll share with you later. […]

Learn More January 19, 2009

Who’s Using The Internet, Anyway?

With pressure to reduce costs, direct response fundraisers will likely turn up the volume on their online solicitation efforts. So, who’s using the internet these days? Here’s the latest internet user profile from Gallup, using as the key barometer the percentage of Americans who use the internet more than one hour per day (though additional […]

Learn More January 15, 2009

Fundraisers: Don’t Count On Boomers!

When we released our recent DonorTrends white paper, Giving Across the Generations, we noted the reported fall-off in Boomer (1946-1964) giving, compared to older and younger generations. Discussing the phenomenon, we cited a study by Pew Research, which termed Boomers "The Gloomiest Generation." Pew’s study paints a picture where Boomers are quite pessimistic about their […]

Learn More January 13, 2009

Are You Serious About Fundraising?

You must be serious about fundraising, if you’re reading The Agitator on the first day of the New Year! So here’s a reprise of a very serious post we published back on December 22, when you might have been out Christmas shopping. Very substantial fundraising advice here, if you’re hoping to get off the mark […]

Learn More January 1, 2009

Recession Fundraising – Everything You Wanted To Know

We’ve now posted a series of articles under the umbrella of "recession fundraising." The series includes a comprehensive range of advice and spirited debate from The Agitator and other fundraising pros, as well as insights into how your colleagues view the situation and how they intend to respond in 2009. We though it might be […]

Learn More December 22, 2008

Marketing to Hispanics

I know … "Belford, we’re sweating making our fundraising budget this year, 2009 looks even more challenging, and you’re blogging on targeting Hispanics … what planet are you living on?! Fine, spend 90% of your efforts on paying the rent. But unless your nonprofit is prepared to hang a "No Hispanics Wanted Here" sign on […]

Learn More December 12, 2008

Internet Gains As Preferred Source Of Political News

Two reports were issued amidst the pre-election buzz that deserve the attention of nonprofit communicators, especially those working in advocacy organizations. The first study, from Pew Research Center, shows that the internet now surpasses all media except television as a preferred source for political news. A big jump from 2004. And what is really striking […]

Learn More December 11, 2008

The Secret Millionaire vs Jacques Cousteau

Two colleagues of mine, Ryann Miller and Caity Craver — both from DonorTrends and both a generation younger — recently shared with me this email exchange they had. The topic: TV "reality shows" based on giving away big sums of money. Perhaps you’ve seen these programs. I haven’t. But I will admit that decades ago […]

Learn More December 10, 2008

Now Be Honest

Over the years, we’ve seen that most donors give on average to six or seven charities or causes. Maybe you fit this profile. I’m going to presume that most of the nonprofits you personally support communicate regularly with you via email (assuming you’ve given them permission). Now I ask you to be honest … Do […]

Learn More December 9, 2008

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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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