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Communications

Does Generation Jones Know You?

Or more to the point: Does Gen Jones know your nonprofit exists?Generation Jones is the demographically “lost” generation nestled between the bulk of Boomers and Gen Xers. This folks were born between 1954 and 1965, effectively the last 9-10 years of the Boomer generation (officially defined as 1946-1964).Here is a website devoted to Gen Jones. […]

Learn More October 13, 2008

AGITATOR WEEKEND: Strange New World Fundraising

The Agitator’s Week in Review. In Christopher Columbus’ day navigators wondered whether they’d fall off the edge of the earth or be swallowed alive by sea monsters. This week, in the words of Yogi Berra, it was déjà vu all over again. As we waited for the global financial rescue plans to take hold and […]

Learn More October 11, 2008

Where do voters go after the debates?

To YouTube of course, to see who won!From AdAge, here’s a fascinating account of campaign use of online video by Obama and McCain. Obama has been posting on YouTube and elsewhere since the beginning of primaries, sometimes a dozen videos a day chronicling his appearances. In September, Obama’s online videos received 12.9 million views, compared […]

Learn More October 8, 2008

Someone we know has been nominated for President

No one knows for sure what makes for great viral marketing. And those who claim to know are usually wrong. One thing’s for sure, the message and the technique not only have to shock or surprise they have to glide along on top of the current wave and capture the moment just like any great […]

Learn More October 6, 2008

AGITATOR WEEKEND: Online Fundraising Bonus

The Agitator’s Week in Review. This was a week that began and ended with drama and suspense. In Washington, D.C. “The Bailout” which went down in flames on Monday rose from the ashes on Friday amidst a torrent of fear and loathing on Main Street. In between, in St. Louis, millions glued their attention to […]

Learn More October 4, 2008

Online Prospecting – Prez Candidate Style

Candidates McCain and Obama are aggressively using paid search word buys to court prospective supporters.Basically, this involves buying small text or banner ads that display when someone uses the relevant search engine — Google, Yahoo, whatever — to seek online info using a particular word or phrase … like “economic crisis” or “Iraq war.” A […]

Learn More October 1, 2008

Direct response TV lessons

Historically, the most consistently successful nonprofit fundraisers using DRTV have been the child sponsor agencies — Save the Children, Worldvision, Christian Children’s Fund, etc.* Their campaigns effectively married strong emotional visuals and case statements with the sound ROI economics of monthly giving.I’ve always thought that animal welfare and protection organizations would be another logical candidate […]

Learn More September 29, 2008

Rate Your Website Against The Candidates’ Sites

Over on Convio’s blog, Connection Cafe, their staff has been comparing the websites of Obama and McCain on key attributes like accessibility, ease and clarity of navigation, and — of most interest to me — engagement features and pathways.Online politicking pundits, like the folks at TechPresident (who, BTW, are doing a brilliant job of reporting […]

Learn More September 26, 2008

Is Your Nonprofit Fashionable?

To succeed as a nonprofit today, either in fundraising or advocacy terms, Seth Godin says you need to be "fashionable." What he means by that, as explained in this audio presentation well worth a listen, is that your organization needs to be worth talking about, at least to some critical mass of true believers. Your […]

Learn More September 19, 2008

Mobile Medical Care

Usually we write about communications technology in the context of nonprofit fundraising or issue advocacy. But we saw this impressive announcement from the UN Foundation and just had to pass it along. The UN Foundation and the Vodaphone Foundation have partnered to develop and introduce software that enables health workers in sub-Saharan Africa to collect […]

Learn More September 18, 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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    The Agitator Tool Box

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