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Communications

Which Ads Do You Respond To?

Mediamark Research has come up with this study segmenting American consumers according to which media they respond to. Your possibilities, together with the US profile, are: Emerging media (9%) — mobile, product placement On the road (12% — billboards, buses, taxis Mass media (17%) — TV, radio, the internet On paper (17%) — newspapers, magazines […]

Learn More August 18, 2008

Resources Required To Social Network

Want to give your nonprofit an presence on Facebook, MySpace, YouTube, Twitter, etc, etc, etc? Just find yourself a nerdy young intern? No way, says nonprofit marketing consultant Michael Puican in this article from the Philanthropy Journal. Here’s what he says you need, human resource-wise, if you’re serious … Two hours a day (10 hours […]

Learn More August 14, 2008

Disruptive Technologies and the Innovator’s Dilemma

In 1995 Clayton Christensen coined the terms “disruptive technology” and “disruptive innovations” to describe technological innovations, products or services that use a “disruptive” strategy rather than “revolutionary” or “sustaining” strategies to overturn dominant or status quo products in a market. “Disruptive innovations” can occasionally come to dominate an existing market, either by filling a role […]

Learn More August 12, 2008

Billie Outswims Stephanie Colburtle

I might be late to the party, but I’m still blown away by the "Great Turtle Race," a multi-faceted campaign designed to draw attention to the plight of endangered leatherback turtles. Sponsored by Conservation International and a coalition of partner groups. Sponsoring companies paid for satellite tags that allowed six migrating leatherback turtles to be […]

Learn More August 5, 2008

Successful Viral Videos

It’s not easy to trigger a successful viral marketing campaign. But here, from blogger B.L Ochman, is a good overview of do’s and dont’s. With lots of resource links as well as examples of successful — and failed — online video campaigns. In a nutshell, what do you need for a successful viral campaign? Says […]

Learn More July 28, 2008

Need A New Tagline?

I’m sure most of you aren’t sitting around planning to change your tagline. Believe me, it’s one of the most challenging and contentious processes any nonprofit can undertake … usually bringing out the worst in committee decision-making! But if you must plow down this path, definitely read the Getting Attention Tagline Report prepared by Nancy […]

Learn More July 18, 2008

Zaproot – Online Enviro Video News

By now, you know I’m trying to push nonprofits toward more use of online video. To follow what’s happening with online video in the commercial marketing world, and get plenty of stimulating food for thought, make sure you sign up to get Ad Age’s regular new web video report. Great stuff! Like Zaproot, styled as […]

Learn More July 17, 2008

How To Make An Online Video

On a day when ComScore is reporting Americans watched 12 billion online videos in May, up 45% over the previous year, Marketing Sherpa offers this superb post on how to make low-budget online videos. Everything from planning and creative issues to equipment to editing software. I printed it out myself! But you must read by […]

Learn More July 15, 2008

How To Say Nothing In 500 Words

This is a "chain post" for lack of a better term. I went from this Seth Godin post, to this Doshdosh post, to this essay. Skip right to the essay for some great advice on how to sharpen your writing. Preview of top three tips … Avoid the obvious content. Take the less usual side. […]

Learn More July 14, 2008

Thank You For Stealing

  The maxim very successful fundraisers live by was set forth by George Bernard Shaw 80 years ago: "The mediocre borrow, genius steals." In short, when you see a winning concept, campaign, technique, whatever, just steal it. Adapt it. Run with it. Which brings me to today’s plea: All of us need to be sending […]

Learn More July 1, 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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