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Acquisition: Its Costs And ROI – Part 2

A drunk loses the keys to his house and is looking for them under a lamppost. A cop comes over and asks what he’s doing. “I’m looking for my keys” he says. “I lost them over there.” The policeman looks puzzled. “Then why are you looking for them all the way over here?” “Because the […]

Learn More October 22, 2012

Acquisition: Its Costs And ROI – Part 1

There’s no question in my mind that a great deal of the furor over the ‘high cost of fundraising’ on the part of the watchdog groups, the press, regulators and many nonprofits themselves stems from absolute ignorance. Ignorance about what “acquisition” is, how it should be measured, and when or whether its costs should be […]

Learn More October 17, 2012

Acquisition Topics

Roger and I have begun preparing a series of posts focusing on donor acquisition. Here is a list of topics we plan to cover … although perhaps not as systematically as this outline might suggest. We’ll probably jump around as events, bloggers and our readers inspire us. 1. Investing — What should you pay? … […]

Learn More October 16, 2012

Acquisition, But First …

As promised, Roger and I are about to do some systematic posting on donor acquisition. But we are compelled — yes, compelled — to start the ball rolling with yet another warning about donor retention! Compelled because this recent ‘Must Read’ report — the 2012 Fundraising Effectiveness Report — from the Association of Fundraising Professionals […]

Learn More October 15, 2012

Basic Is Beautiful

Cleaning out my tips file, I came across two pieces of recent advice that are pretty basic, but all the more reason to be reinforced! From Margaret Battistelli Gardner at Fundraising Success, 5 Direct Mail Fundraising Musts: 1. Tell stories, stories, stories. 2. Make sure premiums are tied to your mission. 3. Test, test and […]

Learn More October 9, 2012

The Quadriga Plot Thickens

In its second installment on fundraising this week, CNN, via Anderson Cooper 360, again criticized the fundraising practices of Quadriga Art. This time CNN says eleven charities “have been turned upside down” by millions of dollars of debt to Quadriga. For example, Help the Children in California received $32,000 out of hundreds of thousands raised. […]

Learn More September 26, 2012

CNN Continues Investigation Of Quadriga Art

As Roger anticipated in his post last week, Take This To Your Board and CEO Today, CNN’s investigation of the fundraising practices of Quadriga Art and certain of its clients continues. Last night, CNN aired this segment on Anderson Cooper 360, this time reporting that the Disabled Veterans National Foundation, a Quadriga Art client already […]

Learn More September 24, 2012

Who Are You Writing To?

All the great fundraising copywriters agree on one key piece of advice … construct a very clear archetypal image (demographically, psychographically, culturally) of the individual you are writing to, and then write as though you were speaking to that person face-to-face. Most fundraising copywriters these days probably have in their mind’s eye some version of […]

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The Six Envelope Hot Spots

The other elements of a direct mail package can be weak — or even fail — yet the package can succeed. The single exception of course is the envelope! An envelope that is opened is 100% successful; a mailing that is unopened is a 100% failure. Do you know the six outer envelope ‘hot spots’? […]

Learn More September 14, 2012

Retention Mailings Up

The Agitator is gratified by this report from Fundraising Success indicating that retention mailings have grown by 16% from 2010 to 2011. As Ethan Boldt observes: “…fundraisers are putting more emphasis on keeping the donors they have on their rolls.” Hallelujah! [Check our postings under ‘donor retention’.] He also notes that expire mailings also went […]

Learn More September 13, 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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    The Agitator Tool Box

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