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Behavioral Science Posts

Pumpkin Pie and the Recipe for Year-End Giving

Lots of fundraising sin and excuses are gonna be assigned this year to the pandemic. Not the least of which will be the failure to adequately prime the stewardship pump for year-end giving. “We just didn’t have the budget” …” Didn’t want to bother our donors.” …” The board wouldn’t let us.”  And on and […]

Learn More October 23, 2020

Charitable Giving Up Dramatically in 2nd Quarter. PLUS, a Bonus for Agitator Readers

The fundraising hand wringers and bed wetters had a pandemic field day when the 1st Quarter 2020 Fundraising Effectiveness Report (FEP) was released in in June announcing a 6% decline or $25 billion in lost revenue for nonprofits mainly attributable to a notable drop in individual giving in March. BUT….at the time, some optimism poked […]

Learn More October 21, 2020

O’Canada. O’Canadian Donors!

In these  civically stressed days I’m thinking more and more about Canada from my perch here in Massachusetts. Not just because my Canadian wife is visiting north of the border real estate sites with increasing frequency…nor because I think more frequently about Tom Belford, my Agitator sidekick who’s now safe and sound in New Zealand. […]

Learn More September 30, 2020

The Cheap Money Paradox

The pandemic should cause us all to re-think many fundraising “norms” –notably the value of money and what it means not only to donors but to nonprofits as well. In order to stimulate a Covid-stricken economy the U.S. Federal Reserve (and central banks elsewhere) has dramatically lowered interest rates and promised to keep them low […]

Learn More September 23, 2020

The Great Fundraising Comeback

It takes a mighty big catastrophe to break the stupor of complacency and take a hard, fresh look at the world around us—especially our world of fundraising. Even an event as jolting as the Great Recession of 2008 failed to knock more sense into most nonprofits. Of course we aren’t alone. For nearly 50 years […]

Learn More September 7, 2020

Going Postal

I live a split existence.  Part of my day is devoted to writing copy aimed at defeating Donald Trump and helping the people he harms.  The other part is devoted to ferreting out information and insights I hope are of empirical help to you and other Agitator readers. This professional paradox is certainly present when […]

Learn More August 28, 2020

After 2000 Years, Your Chance to Make Matching Gift History

Today we’re serving a helping of Roman history paired with the an elixir to lift your pandemic depressed spirits by helping an association of fundraisers in New Zealand that’s in dire straits. Over the years we’ve offered up dozens of posts on Matching Gifts – the do’s, don’ts and effective alternatives.  But, horror of horrors, […]

Learn More August 12, 2020

Dealing with Doubts About Legacy Giving in a Pandemic and Depression

Back in April, as the coronavirus pandemic was heating up,  we raised some questions posed by many nonprofit board and fundraisers. Put bluntly the question, in its basest form was, “Should we be asking for legacy gifts right now, before the virus gets our donors?” We noted that a solid set of answers could be […]

Learn More July 1, 2020

Whack-A-Mole Pandemic Effects and Results

In a seemingly breathless but not surprising headline — “Giving Plunges 6% in First Quarter, Signaling $25 Billion in Lost Revenue for Nonprofits“– the Chronicle of Philanthropy announced the release of the 2020 1st Quarter Fundraising Effectiveness Report (FEP) noting a decline in individual giving in March. Not a pretty picture. But, optimism  continued to rule […]

Learn More June 24, 2020

The Richest Americans’ Poor Response to Covid-19

Sooner or later every fundraiser has heard—and many have put to use—the story of the “Widow’s mite” in terms of illustrating and suggesting a level of sacrificial and cheerful giving. Mark 12:42-44 and Luke 21:2-4 tell the story of the widow who gave all she had, two “mites”—the tiny copper coins circulated in Judaea during the time […]

Learn More June 15, 2020

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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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