Donor Centricity

We Grow Too Soon Old and Too Late Smart: Lessons from Botton Village

I grew up in the Pennsylvania Dutch part of the Keystone state, and there’s a saying from the folks around there. Perfect for this post: “We grow too soon old and too late smart.” This simple truth rings especially loud when I think of one of the best fundraising cases I’ve seen in my lifetime—a […]

Learn More September 16, 2024

For Fundraisers Who Can’t Stand People

Many nonprofits proclaim their love of humanity but behave as though they can’t stand people. You need only look at their basic fundraising practices: like failure to properly thank donors…failure to seek or abide by donor preferences….failure to provide feedback mechanisms…failure to treat donors as anything other a bucket in the l RFM Sea of […]

Learn More July 5, 2024

Fat on the Ends, Skinny in the Middle

Here at The Agitator, we don’t subscribe to the “we told you so” mindset. BUT…14 years ago we alerted readers to what looked like both an anatomical and fundraising failure on the part of too many nonprofits. In June of 2010 our post Cashing in on The Chasm noted, “ the much-vaunted “Fundraising Pyramid” too […]

Learn More March 25, 2024

Final Giving Tuesday’23 Tip: Answer the Damn Phone

For our final Giving Tuesday tip of 2023 the headline above says it all. Answer the damn phone. In this giving season when many nonprofits receive as much as 1/3 of their total annual revenue, it’s particularly important to […]

Learn More November 20, 2023

Are You About To Lose Out On The Best Fundraising Season Of The Year?

With 211 shopping days left until Christmas of course there’s plenty of time to get ready for the year-end giving bonanza. Right? The problem is that the much-touted—almost sacred– belief that the year-end giving season is the best giving season is at, best, an incomplete belief, and perhaps a full-blown myth. Summer season may in […]

Learn More May 27, 2023

Remember When You First Fell In Love?

You were sure that exhilarating rush would last forever. Alas, as we all know, the early flames of a long-term relationship usually die down. A stable bond replaces the exhilaration. BUT…that bond needs occasional juicing if it’s to stay healthy and deepen. A good deal of what the Agitator covers focuses on the essential task […]

Learn More March 27, 2023

Are You Giving Your Donors the Trump Treatment?

For whatever unfathomable reason my brain somehow connected coverage of Donald Trump’s bizarre eulogy at a supporter’s funeral with some of the lousy behavior exhibited by some nonprofits in dealing with their donors. Let me explain. At a memorial service for Rochelle “Silk” Richardson, half of the rabidly vocal pro-Trump commentary duo of Diamond & […]

Learn More January 27, 2023

What Should You Know When You “Know” A Donor?

Charities love to segment and design appeals and giving programs to fit a group. These groups are typically created using demographics (age or income) or donors’ giving history – sustainers, lapsed sustainers, one-time donors. Segmentation works, helping create more effective appeals. Giving Tuesday can mean something very different to, say, a long-time monthly donor versus […]

Learn More December 7, 2022

Is Gratitude a Top Priority for Your Organization?

As we count our many blessings in this season of Thanksgiving I hope a top priority for your gratitude runs to your donors. Not only is saying Thank You the polite action to take with your donors every day of the year, but wise fundraisers also know in this special season it’s particularly important—and quite […]

Learn More November 23, 2022

How to Fundraise Like a Big Mac Marketer

Old school Big Mac marketers would sell a Big Mac… By hiring an agency to come up with a clever, “emotional” ad. Like this one. This ad would be shown to the McDonald’s rewards customers in email and on social. It would be aimed at anyone on mobile doing a search for “fast food near […]

Learn More June 29, 2022

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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