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Behavioral Science Posts

Is BLM Protester the Same as Covid Anti-Lockdown Protester?

Comparing BLM protesters to Anti-Lockdown protesters probably seems like comparing pagans and Christians or saying left is right and up is down.   It’s far more common for those on the political right to characterize BLM as Antifa fascists promoting violence and those on the left describing Anti-Lockdown as ignorant, gun toting racists promoting violence. Violence […]

Learn More May 6, 2022

Back to Normal

Covid changed everything.  For a little while. The prognosticators claiming otherwise were seemingly trying to outdo one another with their hyperbolic goobly gook.   Here is one such hot-take, “that one can talk about a global synchronisation of human behaviour establishing a completely new, universal change of consumer patterns.”   Uh, yeah, whatever. A nod to Mark […]

Learn More March 25, 2022

Arriving Soon: A Choir of Christmas Angels –Update on Supply Chain Woes

These days the first thing Dutch fundraiser John van der Vlies of Keystone Consultancy does each morning is check the GPS coordinates of shipping container packed with 400,000 Christmas angels and bound for Rotterdam.  . When I Skyped with John two days ago to check on supply chain and delivery issues in Holland he showed […]

Learn More December 1, 2021

“Only You Can Control Your Future.” [Navigation Chart for Fundraisers Enclosed]

The headline quotation is from the renowned fundraiser, Dr. Seuss. Well, even if he wasn’t a fundraiser Dr. Seuss’ advice is sound.  He’s not alone in warning about grabbing hold of and steering your organization’s destiny , as literally hundreds of Agitator  posts on the subject can attest. Enter the fascinating –and most helpful — […]

Learn More November 3, 2021

A Perfect “How-To-Book” is Born

Tom Ahern is a prolific author of some of the most provably practical fundraising how-to-books in our sector.  I have gifted literally scores of Ahern books to colleagues and clients. For good reason.  They’re packed with valuable insights and profusely illustrated with helpful examples.  Among my favorites is Tom’s  Making Money With Donor Newsletters for […]

Learn More June 21, 2021

Seize This Moment

The M+R 2021 Benchmark Study is now out.  And it’s a winner.  In fact, it carries news of lots of winners in the pandemic year of 2020. I hope you’ll read the entire report packed with charts and editorial insightful commentary covering digital advertising , email messaging, text messaging and peer to peer, email metrics, […]

Learn More May 19, 2021

Walmart’s Mega Nudging Test

Walmart partnered with academics whose listing on the published paper reads like the credits on a Hollywood blockbuster movie, which is to say almost as long as the movie. The aim?  Increasing flu vaccination rates in hopes it would provide guidance for increasing Covid vaccine uptake. This team of social scientists came up with 22 […]

Learn More March 1, 2021

Time Sensitive Alert on Paycheck Protection Program 2.0

We just learned of this FREE webinar on the the new version of PPP taking place TODAY—Thursday at 4:00 p.m . Eastern, 1:00 p.m. Pacific time. This is short notice, but if you register now, even though you can’t attend,  a recording and slides from the webinar will be e-mailed to you.  BUT ONLY IF […]

Learn More January 21, 2021

Importance of Donor Experience in the Pandemic

Back in November we recommended to readers the event, Fundraising In The Tine Of Covid hosted by the UK’s Chartered Institute of Fundraising and prepared by their Supporter Experience Special Interest Group which aims to inspire and persuade organizations to improve their donors’ experience. Apparently, the event was a rousing success.  In fact, our friend Giles […]

Learn More January 13, 2021

A Twitter Tantrum to Read and Heed

Last year at this time I was moving along to finish  a Year in Review post when a Tweet storm caught my eye.  Usually, I ignore ‘em while writing, but this series struck a nerve.  In fact, it reveals how we so ignore and frustrate basic donor needs that I wonder how we even survive. […]

Learn More January 6, 2021

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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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