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

Direct mail

Good News About Mobile Donors

The mGive Foundation has released a survey indicating that mobile donors — whose giving experience normally involves texting $10 or $25 in response to an emergency appeal — can be cultivated through multiple channels. Just like most other donors (see yesterday’s Agitator post, What Is Integrated Marketing?). Here are some key findings: Sixty-two percent (62%) […]

Learn More February 15, 2011

What Is Integrated Marketing?

Integrated marketing. We’re all for it, aren’t we? But exactly what do we mean? Here’s a definition offered by Convio’s Chief Technology Officer, Dave Hart: “In the nonprofit world, true integrated marketing is centered around the concept of having a comprehensive view of the constituent. Ideally, the organization has full access to online engagement data […]

Learn More February 14, 2011

Speaking Up For Mail

We recently noted the latest Pew Internet Research findings on US online habits across various generations. Here’s the main point: “In what they term the ‘biggest online trend’ Pew reports that certain key internet activities — including donating — are becoming more uniformly popular across all age groups.” Bonnie Catena of Amnesty USA offered this […]

Learn More February 1, 2011

Haiti Fundraising Aftermath

A year ago, Bryan Miller at Giving in a digital world made an online contribution to each of ten UK charities raising money to assist earthquake relief efforts in Haiti. Then he sat back and collected the avalanche of mail and online follow-up appeals he received. Let’s say the results were not uniformly impressive! Here […]

Learn More January 31, 2011

RFM Too Crude For Fundraising

In a recent Agitator post I referred to the practice of using simple RFM in the fundraising segmentation process as ‘crude’. The equivalent of using an axe where a scalpel would be much more productive. Many Agitator readers emailed me to ask “Why?”  Here’s why. I chose ‘crude’ to describe the way three important variables […]

Learn More January 24, 2011

Meet Gary

In this white paper, Your Donor in 3D, fundraising agency Good Works introduces Gary … your typical three-dimensional donor. Their point is that fundraisers need to speak to three aspects of the donor’s awareness — rational, emotional and spiritual. The white paper elaborates on these eight ways to conduct the conversation … 1. Tell stories […]

Learn More December 3, 2010

Comfort For Direct Mail Fundraisers

DirectMarketingIQ offers this article reporting on an Epsilon study of consumer preferences (in US and Canada) for various marketing channels. Direct mail comes though with flying colors. The most important reason seems to be that consumers trust information in the mail more than online. Says Epsilon: “Consumers stated loud and clear that information is more […]

Learn More November 19, 2010

Just A Grumpy Old Man?

Superb copywriter and direct marketer Denny Hatch has a new “must read” book out, called The Secrets of Emotional Hot-Button Copywriting. I just read his latest e-article, Think Old, Not New. He was distressed (that’s an understatement) that one of his purchasers asked for a refund … on the grounds that the book told him […]

Learn More November 18, 2010

Sea Turtle Makes Career

Dare one mention “direct mail” and “drama” in the same sentence?! Read this story — Why I owe my career to a sea turtle — just published on SOFII about the “career-making” direct mail appeal Richard Armstrong conceived and wrote for the Center for Environmental Education decades ago. Says the article: “What made the sea […]

Learn More November 9, 2010

What Direct Mail Can’t Do

In this post, 4 Ways to Overcome the Digital “Emotion Deficit,” fundraising blogger Jeff Brooks makes excellent points about some advantages the online medium has over direct mail. His four points relate to: Timeliness. Capitalizing upon urgency. Rich media. Harnessing the power of video and audio. Choice. Easier — and uncomplicated — to offer the […]

Learn More October 26, 2010

<< 1 … 26 27 28 29 30 31 32 33 34 35 36 37 38 … 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!