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Copywriting / creative

LCV and Defenders “Exchange” E-mail Lists?

The coal for the furnace of direct mail fundraising has been list rentals and exchanges. A somewhat incestuous process where Sierra Club rents from NRDC who rents from Environmental Defense who rents from Sierra Club and around and around. Always with the assumption (desperate hope?) that someone, somewhere must be adding new names/donors into the […]

Learn More February 19, 2007

Best Ever Direct Mail – National Psoriasis Foundation

Here from Catie Coman at the National Psoriasis Foundation is a “best ever” fundraising appeal to current donors. Catie says: “This pulled an amazing 18% response rate from our active donors. It’s one of the most successful direct mail pieces in the history of the organization.” Two small observations about this letter. First, it offers […]

Learn More February 11, 2007

Five Rules Of Viral Marketing

Sean Carton of web strategy and design firm idfive offers some useful insights on viral marketing. We'd all like to come up with the irresistably clever online video, gimmick or other message that rolls up a million views in a month for our cause at virtually no cost. But it's not so easy … and […]

Learn More February 9, 2007

Best Ever Direct Mail – Nature Conservancy of Canada

David Love sends us this “Best Ever” direct mail package seeking legacies for the Nature Conservancy of Canada. Here's his description of the mailing and the response it generated. The mailing asked the loyal supporters of the Nature Conservancy of Canada to consider leaving a legacy to the organization. As you can see from the […]

Learn More February 4, 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

The 59 “Smartest” Orgs Online

“A” for the idea. “D” for the execution. Unfortunately, that's how I'd rate this effort by Seth Godin (before whom I normally genuflect) to identify the “smartest” nonprofits in terms of using the latest online tools (especially the so-called Web 2.0 social networking platforms like Flickr, MySpace, etc) to build community and enthusiasm. To be […]

Learn More January 17, 2007

The Holy Grail Of Direct Mail

Direct mail guru Denny Hatch has written another marvelous piece, this time celebrating two direct mail letters he regards as the best of all time. All we'll tell you here (link below) is that one was written in the 12th Century, and the other survived as a control from 1974 to 2003, accounting for one […]

Learn More January 10, 2007

Top Ten Cliches That Work In Copy

From our archives. Happy Holidays! From Guest Agitator Jerry Huntsinger … If you’ve heard it over and over and over again, yes it’s a cliché.But is a cliché bad for your letter? Nope, because a cliché turns a light on inside your reader’s mind. Avoiding clichés leaves the reader in darkness. 1. Here’s how you […]

Learn More December 27, 2006

Cool Tool – Charity Badges

Network for Good is developing a cool fundraising tool for the volunteer fundraiser. Called “Charity Badges,” the idea is to give any individual an easy way to promote the charities of their choice on their personal blogs, AIM page, websites and, soon, web pages on social networking sites like MySpace. You can build a badge […]

Learn More December 17, 2006

Watch And Learn – The Dove Evolution Campaign

Dove, the soap people, have a “Campaign for Real Beauty” underway which is “must see” for folks who question whether consumer marketers can teach nonprofit marketers a thing or two. To say nothing of folks who care about what real beauty is. In this case, a powerful 75-second video, titled Evolution, triggers a dialogue about […]

Learn More November 2, 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

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