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Communications

The Spam Museum

Sometimes you just have to ask yourself … “How could I possibly gotten so far in life without knowing about this?!” That's what hit me when I visited the SPAM Museum, at the suggestion of Agitator reader Charles Langley, of the Utility Consumers' Action Network in San Diego. Age-old questions are answered on this site, […]

Learn More February 12, 2008

Blogs And Your Earned Media Strategy

From Online Marketing Blog, here is an important discussion of two studies on journalists and their use of blogs for news ideas and sources. Some factoids: Nearly 70% of all reporters check a blog list on a regular basis; Almost half of reporters say they are “lurkers”; Over three-quarters see blogs as helpful in giving […]

Learn More January 29, 2008

The Power Of Multimedia Storytelling

Here, from the New York Times, is a very powerful way to tell a story … combining images, voiceover, music. The NYT uses it for news coverage, in this case featuring Doctors Without Borders. But I think you'll readily see how the approach could be used in a nonprofit fundraising or activist engagement context … […]

Learn More January 17, 2008

Salvation Army … 1000% Improved

I've praised the Salvation Army, arguing it was modernizing with the times. Then more recently, I strongly criticized Salvation Army marketing efforts that I characterized as ” throwing mud at the wall to see what sticks.” I was especially critical of their website, terming it: “Confusing, difficult to navigate, arcane in language, unemotional, devoid of […]

Learn More January 14, 2008

Use Of Online Video Surges

Pew Research reports that use of online video has increased 45% in the past year. As of December 2007, 48% of all internet users report they have visited a video-sharing website. The usage patterns are not surprising. Online video usage … Decreases from youngest to oldest age segments (only 16% of age 65+ use); Increases […]

Learn More January 11, 2008

10 Best, 10 Worst Communicators

Bert Decker is a renowned communications trainer and executive coach. He's NBC Today's communications commentator, coach to Nancy Pelosi, author of several best-selling books on public speaking, etc. Here's his list of Top 10 Best and Worst Communicators for 2007. Best Mike HuckabeeDr. Mehmet OzAl GoreBen ZanderMaria BartiromoTony DungyGlenn BeckDr. Jim DobsonSteve Jobs, Guy Kawasaki, […]

Learn More January 9, 2008

Using Creative To Build Relationships

Thanks to Ann Handley at Marketing Profs for this post about a marvelous piece of creative. Not just creative to please its creator, but an effort to make a routine communication — a mundane one in the hands of most marketers — both stand out and trigger an emotional connection. What follows is a shipping […]

Learn More December 19, 2007

Stand And Deliver

Here's a great, succinct list of tips for making effective stand-up presentations. From Chris Brogan, a blogger on social media & networking. Tom

Learn More November 16, 2007

Want Response? Tell A Story

How many times have you heard it? The best way to get attention and communicate your message is to tell a story. Imbed your brand, your key fact, your call-to-action in a story and you will be taking advantage of the emotional processing that governs and adds significance to all information processing that humans do. […]

Learn More November 9, 2007

Ethnic Marketing — Focus On Niche or Need?

Nonprofits — unless specifically focused on servicing or mobilizing a particular ethnic population — increasingly must communicate with an ethnically diverse audience. And a real trap when marketers and communicators begin to plan how to reach this diverse audience — especially when all the planners are the same color — is to break it down […]

Learn More November 7, 2007

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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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