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Communications

Planetary Society Rock(et)s On YouTube

By now you realize we're fans of online video! See Video Rules The World and Have You Watched An Online Video Today?, among other posts. We're glad someone is listening! Agitator reader Monica Bosserman Lopez at The Planetary Society reports that we inspired her to write and produce a video for TPS, using her son […]

Learn More November 6, 2007

Check Out MSN Green

MSN has launched a new environmental channel, MSN Green, supported content and feature-wise by Environmental Defense, Conservation International, National Geographic, and Grist, among others. Not surprisingly, more aimed at informing green consumer behavior than policy advocacy. Plenty of interactive tools (you can even play along in a simulated carbon emissions “cap & trade” market), petitions […]

Learn More November 2, 2007

If You’re Going To Use TV Spots …

If you're going to the expense of producing and placing TV spots, make sure they hit your audience right between the eyes … as in these spots from Save Darfur, and this one from Families USA. TV is first and foremost a vehicle for tapping emotions. Fail to do that, and your message or facts […]

Learn More October 15, 2007

Great Body Language From Dove & Seventeen

I've admired what Dove (yes, the soap people) is doing with their worldwide “Campaign for Real Beauty” to nurture the self-esteem of teen girls. Their viral video called “Onslaught” will knock you over. Now they've joined with Seventeen in a survey that found 91% of teen girls feel anxiety or stress about some part of […]

Learn More October 10, 2007

Dogfighting Stirs Fundraising Inquiry

On September 10, The Agitator posted Seizing the Moment to Raise Money, dealing with the fundraising of animal welfare organizations around the Vick dogfighting abomination. The post included an analysis of the online fundraising efforts of animal welfare organizations prepared by Adam Church, an intern at Craver, Mathews, Smith & Company. The analysis gave kudos […]

Learn More October 1, 2007

Update: Verizon Hits Redial … Damn!

The only thing we like less than a company that screws up big time, is one that has the sense to reverse course before their roof caves in! Just as we were licking our chops, relishing the spectacle of a few hundred thousand cell phone customers canceling their Verizon Wireless service to protest the idiotic […]

Learn More September 30, 2007

Cell Phone Users, Unite!

In his recent piece in the Stanford Social Innovation Review, Peter Manzo urged issue advocates to make better use of cell phones as a tool for citizen engagement. (He also took the US telecommunications biz to task for lagging behind the rest of the world in providing state of the art services.) He concluded: “To […]

Learn More September 28, 2007

What Is Influence?

Here's a Monday mind-stretcher on “influence” — what is it, who has it, can “influencers” be influenced? For many nonprofits, especially those in the advocacy business, communication strategies include an element of targeting “influentials.” As the theory goes, certain individuals carry disproportionate weight in terms of their natural inclination and ability to influence others. If […]

Learn More September 24, 2007

Emotionomics

Boy do I hate that mash-up! But I persisted in reading this fascinating commentary on a new book by the title, Emotionomics: Winning Hearts and Minds, by Dan Hill. I read a ton of stuff on the topic of how people process things, and I'll definitely add this to my reading list. Till we're blue […]

Learn More September 5, 2007

Video Rules The World

A new study commissioned by IBM reports that, for the first time, people are spending more hours per week in front of their computer screens than watching TV. A lot of these hours are spent increasingly on watching online video. According to comScore, 136 million folks watched over 9 billion video streams in June. 3 […]

Learn More August 27, 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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