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Communications

Celebrity Power

Of course not every nonprofit has access to a celebrity to help raise its profie … or fundraise. But if you do, should you jump at the chance? This article from the NY Times provides some excellent insights into the world of celebrity marketing. Does it work? You bet your Rihanna umbrella … your Patrick […]

Learn More June 23, 2008

Where Younger Voters Get Their Information

Last week, as the primary phase of the presidential campaigns ended and the run up to the November elections began in earnest, Ad Age and Digital Hollywood held their co-produced extravaganza Advertising 2.0 in New York City. Among the panelists was Kristi Vandenbosch head of Tequila, the global marketing services network, who put together a […]

Learn More June 17, 2008

This Brave Nation

Dear Reader, Permit me a personal moment. Like you, I often wonder why I do what I do. And because I’ve done it for so long, I sometimes wonder whether it all was worth it. Well, make no mistake. It was and is. Especially when the reasons are so graphically and emotionally recorded on film. […]

Learn More June 9, 2008

Seniors online

Last week was devoted to the up and coming world of social networking and the younger demographic active in that area. But here’s some equal time for seniors, who are typically online 44 minutes a day. From a report prepared by Focalyst and Dynamic Logic, here’s a profile of what seniors age 62+ are doing […]

Learn More June 3, 2008

Logos On The Left, Please

I wish I had more time to read research on brain functioning. I just love this stuff! Here’s a piece on how the brain processes images, and what the implications are for effective design of ads, etc. Turns out that images are processed mostly by the right frontal lobe, which gets its input from the […]

Learn More May 2, 2008

Where Will The Writers Come From?

From Pew Internet Research comes a disturbing report on teens (12-17), technology and writing. In my household, with a 14-year-old and two parents paranoid on the subject, this report has landed like a bombshell! While 87% of teens engage in some form of electronic personal communication — text messaging, email or instant messaging, posting comments […]

Learn More April 25, 2008

Does Nonprofit Branding Matter?

Only if your nonprofit wants to survive in the online era, when there is absolutely NO barrier to entry. Anyone who can build a website can attract a constituency to support precisely what your organization is already doing. Your protection? Your brand … clearly recognized, sharply defined, and positively regarded. In The Agitator’s recent DonorTrends […]

Learn More April 24, 2008

Ready For Mobile Messaging?

Here’s a report from Nielsen that 23% of all mobile phone users (or 58 millon users) have been exposed to advertising on their phones in the past 30 days. Half (51% or 28 million) of those who recall seeing mobile advertising in the previous 30 days say they responded in some way. Teens, Asian-Americans and […]

Learn More April 21, 2008

Conservative Media Bias? No Way!

We’ve heard plenty about liberal media controlling the hearts and minds of America. Here’s a great online service, Media Matters, for those more worried about conservative media bias. Around since 2004, Media Matters documents and analyzes "conservative misinformation" thoughout the media. Its mission: "Media Matters works daily to notify activists, journalists, pundits, and the general public about […]

Learn More March 18, 2008

Words That Work

If you’re in the communications side of the biz, or spend time writing copy, here are two books you should peruse … from opposite sides of the ideological spectrum. The advice from both is superb … but for such prominent communications experts, the books are, well, wordy! From the progressive side, George Lakoff, Don’t Think […]

Learn More March 5, 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

    Ideas, applications, tools, processes, and case studies of break-through solutions in fundraising, including:



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