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Direct mail

Is Direct Mail Dead? Craver Responds

In case you missed, The Agitator’s own Roger Craver talked about the "death of direct mail" and related fundraising issues yesterday as guest on "Live Discussions," sponsored by the Chronicle of Philanthropy. Here’s the transcript. Tom

Learn More March 6, 2008

Acquisition Best Practices

Recently, in The Baby and the Bathwater, Roger wrote about the disturbing industry-wide decline in new donor acquisition, as documented by Target Analysis Group. He discussed this trend in the context of predictions of the death of direct mail. We don't want to just leave you wringing your hands! Here is a very helpful piece […]

Learn More February 1, 2008

The Baby and The Bathwater

Last week the fundraising, marketing and communications blogs were abuzz over the current state of fundraising and marketing in the non-profit world. The firestorm was mostly centered on the question of whether direct mail is dying, dead or simply changing and what to do about it. Well, if direct mail is dead it’s one exquisite […]

Learn More January 15, 2008

Seven Fundraising Myths

Mal Warwick has made my blogging job easy today. I shamelessly admit it. Mal's latest newsletter (DEC) contains two “must read” articles. First, guest contributor Bob Knight (runs a direct marketing agency) posits seven precepts of (mostly) direct mail fundraising and takes his shots at them. Here are what Bob calls myths: The list is […]

Learn More December 5, 2007

Direct Mail Dinosaur Advice On Online Fundraising

Just like the title says, here are five useful tips on online fundraising from avowed direct mail dinosaur Karen Taggart at care2. Read the details here. 1. Segment your file. 2. Incorporate variable ask strings. 3. Code, code, and code some more. 4. Analyze your returns at the end of a series. 5. Evaluate success […]

Learn More November 19, 2007

The $90,425 Direct Mail Donor

In his November newsletter, direct mail maven Mal Warwick tells this story. A donor makes a first gift of $5 in response to an advocacy group in 1984. Then makes 25 more gifts over the next 22 years, totaling $425. Then makes a bequest of $90,000 in 2007! Many — maybe most — major charities […]

Learn More November 8, 2007

WARNING: Here Comes the Direct Mail Temperance Union

No sooner had we filed yesterday's post reporting that online fundraising may account for only 1% to 5% of total non-profit contributions than our inbox revealed the latest attack on a major fundraising workhorse — Direct Mail. On top of our stack was a piece by Laura Novak in the New York Times titled “For-Profit […]

Learn More September 14, 2007

American Optimism Suits 2007 Fundraising

Pew Research Center recently published survey findings regarding Americans’ attitudes about their financial prospects for the coming year. If optimism equates with donor largesse, nonprofits should be in for a good 2007. Some key findings: About four-in-ten American adults say they are living comfortably, while another three-in-ten say they have enough money to meet expenses […]

Learn More January 22, 2007

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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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