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Communications

Disaster Strikes!

And what do you do? Weird and damaging events can happen, even to happy-go-lucky nonprofits. As Seth Godin notes in this post, complaining about poor communications during a recent city-stopping three-inch rainfall plus tornado in NYC, some things just can't be predicted. But to paraphrase his advice: you can be really good at communicating with […]

Learn More August 14, 2007

More Lessons From Prez Campaigns

Sorry, The Agitator will keep coming back to this theme for at least sixteen months! There's much for nonprofits to learn from the prez candidates' use of technology in their campaigns. Here's the best assessment we've seen of what's happening and what's not, from Edward Cone writing in the somewhat obscure CIO Insight. Please read […]

Learn More August 8, 2007

Top Five Things To Worry About

If your job is to market a nonprofit, raising funds or advocating issues, you probably worry from time to time about the fate of your cause or charity. In case you don't, and need a prod, here's my “top five” list of things to worry about: 1. Does the “other” organization doing what you do, […]

Learn More July 27, 2007

Fair Pay At ASPCA?

Awhile back The Agitator awarded one of its “You deserve a raise” accolades to the marketing team at ASPCA for their creative use of online video. A few days ago the New York Times ran this piece noting some criticism of ASPCA for what some regard as an insufficient allocation of budget to the group's […]

Learn More July 24, 2007

Sore-Eye-A-What?!

That's psoriasis … called the “Rodney Dangerfield” disease by Psoriasis Cure Now because it's a disease that gets no respect. To build awareness and support for increased research into this affliction, Psoriasis Cure Now is sponsoring a video contest. Amateur videographers are invited to submit 30 to 60 second videos about psoriasis. The video can […]

Learn More July 12, 2007

“Times A Million” Doesn’t Work

If you can't interest a prospective donor in one needy child in Africa, what do you do? If you answer: multiply that child by one million to underscore the gravity of the situation … you're wrong! If you can't interest a donor in saving $400 or $800 or $1000 a year, while polluting less, by […]

Learn More July 10, 2007

Voyeurgasm And Other Trends

It's Monday … time for some mind stretches to get yourself “brain on” for the week ahead. Successful nonprofit marketers need to be sharp trend spotters … or at least avid trend watchers. Old fossils that we are, we at The Agitator have just discovered trend spotter Michael Tchong at Ubercool, who shares some stimulating […]

Learn More June 25, 2007

First Aid For Introverts

Acolytes of the Myers-Briggs personality profile project that 51% of Americans are introverts. And even introverts in the nonprofit marketing biz face days when they must undertake that most dreaded chore … sell themselves! Many would say that the messenger is as important to successful persuasion as the message itself. I'm convinced that's true. In […]

Learn More June 19, 2007

Amnesty International’s Eyes On Darfur

Here is a brilliant use of internet technology (to say nothing of satellite technology) to advance a cause … hopefully saving lives. Amnesty International has created a website, Eyes on Darfur, which uses satellite photography to monitor and compile evidence of the violence in Darfur. Along with continually updated satellite imagery of villages throughout the […]

Learn More June 13, 2007

Agitator Summer Reading List

Awhile back we asked Agitator readers to share their favorite “marketing” books with us. A number of you did, helping us create the first annual Agitator Summer Reading List. For the most part, these are not lightweight titles, but if you're in the nonprofit marketing, fundraising or management biz, you'll find them entertaining and provocative. […]

Learn More June 8, 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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