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Demographics

But Don’t Forget Seniors

Yesterday we talked about Boomers as the centerpiece demographic of today’s marketing (and fundraising). But don’t forget Seniors. Still the mainstay of direct mail fundraising for most nonprofits, new data from Nielsen reinforces that Seniors (ages 65+) should also be included in your online fundraising plans. This group represents about 13% of the total population, […]

Learn More January 8, 2010

For Fundraisers, Is Love In The Air?

According to this report in the NY Times, advertisers are turning up the dial on emotion in their appeals. Perhaps nonprofit fundraisers should do likewise. Says one ad exec: “There are left-brain and right-brain approaches to advertising,” said Linda Kaplan Thaler, chief executive of the Kaplan Thaler Group, part of the Publicis Groupe. “For a […]

Learn More January 5, 2010

The Age of Donor Conservation

Back at the beginning of November, Roger published a post urging fundraisers to progress to The Age of Donor Conservation. In the relative quiet of the holidays, I urge you to reflect on his message. Observing that "donors are precious, not limitless," Roger argues: "Successful strategies in The Age of Donor Conservation focus on life-time […]

Learn More December 30, 2009

Pondering Direct Mail

Here’s a thoughtful essay from fundraiser Ken Burnett on the "death" of direct mail. Actually, Ken emphasizes (and The Agitator agrees) that what really matters is the message and how well it’s crafted … whatever the medium used to deliver it. Here’s an excerpt: "At its heart direct mail fundraising is not about direct mail. […]

Learn More December 28, 2009

More On Cheque-less Fundraising

My post last week on Britain’s plans to go "cheque-less" by 2018 generated a lot of comment (some publicly posted, some private emails), so I thought I’d summarize some of the key points made. First of all, it’s true. The Payments Council, a banking industry group in the UK, has announced its intention to phase […]

Learn More December 20, 2009

Fundraising Without Checks

In a comment on The Agitator, Jim Toscano of the Minneapolis Heart Foundation says that checks will no longer be used in Britain in nine years. And he asks: "What effect would it have on our fund-raising process if donors didn’t have a check to use to convey funds?" Fascinating question. But first of all, […]

Learn More December 18, 2009

The Toughest Fundraising Calculation

I’ve been hoarding some recent posts by Seth Godin that are especially pertinent to fundraising. Yesterday I talked about a post where his message was, in effect. don’t ask for money on the first date … cultivate, then ask. I suggested that his dictum might apply in the increasingly challenging world of new donor acquisition, […]

Learn More December 16, 2009

No Money On The First Date

Marketing maven Seth Godin wrote The First Transaction, an interesting post about the need for cultivation to precede any ask for money. It’s a short post, so I’m reproducing most of it here … "Digital transactions are essentially free for you to provide. I can give you permission to teach me something. I can watch […]

Learn More December 15, 2009

Holiday Online Giving Will Top $4 Billion

Based on research conducted for them by Forrester Research, Convio estimates that online giving to nonprofits in the US will top $4 billion this holiday season (Nov 1-Dec 31 — up from $3.1 billion in 2008). The Convio study is full of other tidbits on how donors are using internet-based tools and resources to assist […]

Learn More December 7, 2009

No More Impulse Giving?

I read an article that proffered various "new marketing realities" that marketers need to consider coming out of the recession (if and when!). Among the observations: "Customers are no longer buying on impulse. They don’t have the access to credit they used to have, and they’re hoarding their limited resources. Bottom line: They’re spending less." […]

Learn More December 4, 2009

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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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