• Home
  • Blog Posts
  • Behavioral Science
  • On Demand Webinars
  • Toolbox
  • Archives

Direct mail

More on Blackbaud’s Online/Offline Fundraising

Roger was fairly strident in his Wednesday post commenting on Blackbaud’s latest Target Analytics benchmark report on online fundraising. His assessment is that fundraisers just don’t ‘get it’ — and maybe don’t even care — when it comes to the importance of integrating online and offline fundraising channels. Some of our responders talked about the […]

Learn More June 3, 2011

Online Ghost Haunts All Fundraisers

Target Analytics released its 2011 Benchmark Study of Internet and Multi-Channel Giving yesterday. I suspect their findings will be like playing Mozart to a cow … expecting appreciation and receiving only blank stares. But, more on that in a minute. In a nutshell, here’s what Target Analytics found in their benchmarking of the online/offline — […]

Learn More June 1, 2011

This Headline Terrified Me

Charity Wins Donors With Promise Never to Ask For Another Gift When I saw this headline on Holly Hall’s Chronicle of Philanthropy article on Monday I groaned out loud, and added an expletive. What a recipe for fundraising disaster, I thought. No way direct response fundraising works without repeat gifts (i.e., repeat solicitations). Then I […]

Learn More May 25, 2011

Facebook Versus Real Money

Yesterday we noted Facebook’s new Resource section for nonprofits, and quoted FB’s own figure of $5 million being raised through its Causes application. Laudable. But one Agitator reader noted with a hint of sarcasm … $5 million in five years from some 50 million Facebook users wasn’t exactly a fundraising avalanche! Then another commentator noted […]

Learn More May 20, 2011

Magic Fundraising Machine At Work

Roger’s post yesterday is well on its way to being one of The Agitator’s ‘most-read’ ever. How could it not be — Magic Fundraising Machine Boosts ROI. What self-respecting fundraiser could resist a claim like that?! Numerous readers have emailed The Agitator, asking Roger to open his trench coat … “show me the money”! We’re […]

Learn More May 13, 2011

Magic Fundraising Machine Boosts ROI

For years I’ve been quietly steaming about two inventions that I suspect have done great damage to effective direct mail fundraising. Even calling them out will make me seem like a Luddite, a curmudgeon or worse. But truly, I haven’t lost my mind, so bear with me. The first technological culprit is Microsoft’s “Excel”, or […]

Learn More May 12, 2011

Is Anybody PURLing?

I’ve been doing some reading on the integration of direct mail (as simple as postcards) and online response — e.g., 8 Key Takeaways for Personalized URLs. As you probably know, the same data that you would use to personalize a direct mail package can be used to generate complementary web pages unique to each respondent. […]

Learn More May 5, 2011

More Copywriting Lessons

Given that we’ve been commenting on copywriting lately, I’ll continue down that path with these two observations from How the Web Makes Direct Mail Better by Douglas Broward of Grizzard Communications, writing originally in Convio’s Connection Cafe. First, on direct mail copywriters learning from the web world … ” … reading — still the most […]

Learn More May 3, 2011

The Role Of Sex In Fundraising

Poor Tom. Battered by Agitator readers (rightfully!), all in response to his Direct Mail Package 101 post offering the healthy admonition to use good copy produced by good copywriters. Unfortunately, he neglected to cite any female copywriters. I know for a fact that Tom isn’t a copy misogynist. For the nearly 40 years we’ve worked […]

Learn More May 2, 2011

Direct Mail Package 101

An experienced direct mail copywriter, with a proven track record, can command thousands of dollars for creating a direct mail package. But of course that investment can — should — pay off in spades when the returns start piling up. Especially for prospecting packages that survive as controls … sometimes for years. [I’ve often wondered […]

Learn More April 29, 2011

<< 1 … 24 25 26 27 28 29 30 31 32 33 34 35 36 … 45 >>

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 […]

    Read Full Answer

    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 […]

    Read Full Answer

    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 – […]

    Read Full Answer

    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 […]

    Read Full Answer

    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 […]

    Read Full Answer

    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 […]

    Read Full Answer

    The Agitator Tool Box

    Ideas, applications, tools, processes, and case studies of break-through solutions in fundraising, including:



      • © Copyright 2005 - 2025, The Agitator. All Rights Reserved.
      • About Us
      • Privacy Policy
      • Sitemap
      • RSS Feed
      • We welcome your feedback!