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Communications

Salvation Army … Fading Brand?

Months ago an Agitator post applauded the Salvation Army in the face of a New York Times article probing whether the organization was losing its way. Critics questioned whether it was appropriate for the Salvation Army to use proceeds of a $1.5 billion bequest from McDonald's heiress Joan Kroc to build community centers that offered […]

Learn More May 23, 2007

Idol Gives Back … And It Ain’t Cheese!

Back in March we defended American Idol, the “cheesy” (many say) pop talent show, for tackling extreme poverty. Philanthropy purists and cultural highbrows sniffed at the notion that a crass entertainment program and its grubby corporate sponsors might aspire to do good. Today we're back to give a standing ovation for their tremendously successful program […]

Learn More April 30, 2007

Grenade Throwers Unite!

I see that Nick Allen of Donordigital has merged with David Fenton of Fenton Communications. These guys “get” the necessity and efficacy of integrating online and offline advocacy and fundraising strategies. Nick has always been a new media pioneer. I met him in the early 80's when he was trying to do something I was […]

Learn More April 26, 2007

Beware Of Sophisticated Donor!

Here's a thoughtful piece by an advertising guy, Jay Suhr, on “new rules of engagement” for marketers. Smart fundraisers have already adopted much of what he says … think about marketing to individuals, not groups; avoid the mushy middle; obsess about relevance. Following maxims like these will lead to more effective fundraising messages and targeting. […]

Learn More April 12, 2007

Online Gale Winds

A ton of positively gushing commentary has been written about how the internet will come of political age in the 2008 cycle, ushering in wonderful new forms of citizen participation and engagement. Unlimited information on the candidates. Unmediated views of the candidates. Citizen reporting on the campaigns. Small gift fundraising nirvana. Power to the people. […]

Learn More April 2, 2007

Anonymity Sucks – II

A few days ago I vented on the subject of anonymity on the web. I was particularly focusing on anonymity as a political shield, and in situations where unidentified pundits purport to offer expert advice, evaluations (be they of products or charities), and the like. I'm agin it. And I'm going to claim ethical, respect-the-customer, […]

Learn More March 27, 2007

“Must” Weekend Reading From Pew

Pew's Project for Excellence in Journalism has just released State of the American News Media, 2007: Mainstream Media Go Niche. If news coverage matters to your nonprofit, and your role involves scratching for some, then you should read this report … or you oughta be fired. How the news biz is struggling to remain viable […]

Learn More March 17, 2007

Politics And The English Language

Marketing guru Guy Kawasaki is embarrassed for only having recently read George Orwell's 1946 essay, Politics and the English Language. No apologies needed, Guy. You've done a service by pointing illiterates like The Agitator's editors to Orwell's timeless piece. We urge our readers to sit down this weekend with your morning cup of coffee or […]

Learn More March 10, 2007

Crisis Strikes

Hopefully most nonprofits will never face the sort of devastating public confidence breakdown that JetBlue has recently suffered in the commercial world. Still, **** happens. Someone up in the executive suite, down in accounting, or out in the field embezzles some money (e.g., the Red Cross). The media claims, fairly or otherwise, that services are […]

Learn More February 26, 2007

Lust

Did we say “lust?” We meant HOUTLUST, a nifty blog originating in The Netherlands that offers a worldwide window to current nonprofit advertising and social marketing campaigns. You're likely to see as much or more material regarding non-US initiatives as you will campaigns underway in the US of A, but all the better to get […]

Learn More January 20, 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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