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Direct mail

Acquisition: Direct Mail Testing – Part 2

One of the biggest pitfalls in direct mail testing is the ‘baby & the bathwater’ problem. The problem occurs when an organization or its consultant creates and mails a test package with numerous test elements. Or to put it in the vernacular, a whole bunch of stuff is changed. When this happens, the results for […]

Learn More December 5, 2012

Acquisition: Direct Mail Testing – Part 1

Tom’s post on the Obama campaign’s email testing prompts me to weigh in on one of the least understood and woefully mis-practiced skills in the direct response fundraiser’s repertoire – direct mail testing.   Recognize any of these symptoms in your organization or among your clients? The test ideas that make it into the mail […]

Learn More December 4, 2012

Acquisition: 16 Reasons Your Prospecting Is Running Out Of Gas

Your prospecting returns are dropping … running out of gas. What’s the problem? Here are some reasons I can think of. If it’s been happening for awhile … a longer-term trend 1. The worst news possible … your cause/mission/strategy is simply losing relevance and importance to an otherwise well-targeted audience. 2. You’ve plumbed every depth […]

Learn More November 14, 2012

Acquisition: Prospecting Hope For Small Organizations

Sadly, when it comes to direct mail acquisition the deck is stacked against small organizations; especially those with a regional or local mission focus. The main question they face: How to get enough quality/responsive names to build a donor base? Traditionally, there just aren’t that many donor names available for exchange or rental from other […]

Learn More November 12, 2012

So, How Did They Get Their Money?

OK, it’s over. Time in the US for fundraisers to get back to work. With the election over, ‘all’ you need to compete with now is disaster aftermath and (if you’re an online fundraiser) the unrelenting torrent of retail e-marketing (already underway) that marks the Christmas season and grows each year. But before moving on, […]

Learn More November 7, 2012

Acquisition: Predictive Analytics And The Presidency

History’s most expensive acquisition effort – the $2 billion campaign for the US Presidency – comes to an end today. Hopefully by late tonight, or at least in the next few days, we’ll know which voter acquisition campaign was the most successful. Apart from our personal interests in today’s outcomes, we fundraisers should pay particular […]

Learn More November 6, 2012

Disaster Fundraising: Hurricane Sandy The Perfect Storm

Here’s a quick summary of actions, responses, questions, advice and, perhaps most importantly, the ‘unknowns’ concerning Hurricane Sandy and fundraising. Every fundraiser is affected. Doesn’t matter whether your organization is in disaster relief or not, or where it’s located. This horrific tragedy comes right after a hard-fought political fundraising season, right before the all-important year-end […]

Learn More November 5, 2012

Acquisition: Using The Web To Boost Postal Mail Prospecting

How can you use online advertising to reinforce traditional direct mail campaigns and boost returns? Until recently, despite many noble efforts, the answer was almost always, “You can’t and you shouldn’t ‘cause it just doesn’t work. And the reason was/is that most online advertising models — whether based on contextual or keyword search or behavioral […]

Learn More November 1, 2012

Acquisition – Direct Mail: The Exquisite Corpse

For nearly 20 years prognosticators have prematurely heralded the death of direct mail. After all, they argue, “online” is far cheaper and faster, plus donor demographics are changing, so it’s only a matter of time before direct mail is dead and buried. Only trouble with these dire predictions is that they’re not supported by facts […]

Learn More October 29, 2012

Words Are Precision Tools

Roger might have overwhelmed you with numbers and analysis in his recent two detailed posts on acquisition and lifetime value, here and here. I’ll grossly oversimplify what he established with the numbers. It boils down to embracing this mindset: Treat a first-time giver as a lead, not a donor. If you then deal with these […]

Learn More October 25, 2012

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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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