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Communications

Are Best Practices A Crutch?

Describing his skepticism about best practices, David Baker, VP of E-mail Solutions at Avenue A/Razorfish, web consultants to some of the best known brands in the world (including Oxfam, for whom they created this gifting website), says this: Best practices are like benchmarks. They are very personal and contextual. Applied incorrectly, best practices can become […]

Learn More January 16, 2007

Getting Attention

Nonprofit communications consultant Nancy Schwartz writes an impressive blog called Getting Attention that you might find helpful. To help identify possible blogging priorities, she's kicking off the new year with a brief survey, including questions like: What are your top three communications goals for 2007? (choose from checklist) As you look ahead to 2007, please […]

Learn More January 13, 2007

How To Make Your Ideas Stick

The original guru behind Mac marketing, Guy Kawasaki, posts a fascinating interview with Chip and Dan Heath, the authors of Made to Stick: Why Some Ideas Survive and Others Die. Guy says this book will rival The Tipping Point in impact on marketing and communications. Nonprofits are all about selling ideas. These guys have some […]

Learn More January 11, 2007

What Is The Fear Quotient In Your Message?

From our archives. Happy Holidays! Thanks to David Roberts for an excellent series in Gristmill — including interesting references and reader comments — discussing the use of fear as a tool of motivation in American politics. Roberts is prompted in the first instance by the specific question of whether environmentalists should use scare tactics to […]

Learn More December 27, 2006

What is the Web 2.0 Anyway? And Who Cares?

From our archives. Happy Holidays! For those of you for whom sorting your email is a major tech challenge, all the buzz over “Web 2.0” must be a real mystery. For most pundits, the concept revolves around “user-generated content” posted out there on the web for all to see. Of course, an email is user-generated […]

Learn More December 26, 2006

Where Americans Get Their News – Some Surprises

From our archives. Happy Holidays! The Pew Research Center for the People & the Press has just released its latest biennial report on the news consumption habits of Americans. If securing news coverage plays an important role in achieving your organization's mission, and you don't read — actually, study — this report, you oughta be […]

Learn More December 22, 2006

Why Agitate?

Way back in August, in a post called Why the Smorgasbord?,we talked about the raison d’etre of The Agitator, saying in part: We believe the “empowered consumer” is now also the “empowered donor” and the “empowered activist.” And non-profit marketers — whether raising money, seeking activists, or trying to get a message out — will […]

Learn More December 8, 2006

Why the Smorgasbord?

If you’ve browsed The Agitator, you might be puzzled by its breadth of topics — blogging, online fundraising, generational issues, direct mail, Latino media, branding, podcasting, planned giving, online videos, relationship marketing, social networking, environmentalism, major donors, video games, integrated marketing and more. Are we confused? Unfocused? No. We think we are reflecting the rapidly […]

Learn More August 31, 2006

Weekend Quiz #3

This weekend's quiz comes courtesy of Guy Kawasaki, the original marketing maven and brand evangelist behind Apple's Mac. Guy talks amusingly about the Ten Things to Learn This School Year for those wanting to have a successful career. Even if you're already in the post-graduate “real world,” his (actually twelve) lessons are pertinent. For folks […]

Learn More August 26, 2006

Press Releases Are So … Yesterday

Just when you thought your media relations operation was really humming, firing out those compelling press releases, along comes CNN with I-Reports and CNN Exchange, presenting new challenges … and opportunities. Recognizing the power behind the Web 2.0 wave of user- and viewer-generated content, CNN has enabled a broad range of “citizen journalist” tools and […]

Learn More August 11, 2006

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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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