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Breaking Out of the Status Quo

Is It Just Me? (Online Ads Edition)

No, it’s not just you.  Fundraising is harder than it once was in several important areas.  Today’s topic: online ads are getting more expensive. Back in August, we talked about how Facebook was getting more and more expensive: “Eventually, novelty wears off.  Tactics are forbidden.  Con men are banned.  And the fast give way to […]

Learn More February 13, 2019

RESEARCH UPDATE: An Online Test of Donor Preferences

A couple weeks ago, we reported how donors preferred to make their preferences known.  We even featured a test from the American Diabetes Association that found that asking a donor’s priority mission area increases revenue by 11.6%. While evangelizing donor preference, I got the question “what about online?” After all, we are taught online to […]

Learn More September 5, 2018

Are You Missing the Golden Middle?

In 1987 I launched a series of highly successful mid-level giving programs and for years wondered why others weren’t doing the same.  So, when Tom and I started The Agitator we began ranting on the subject, urging folks to get on board. For example, hereand  here. And so did others like Mark Phillips of BlueFrog with […]

Learn More June 4, 2018

Don’t Forget the Fundraiser’s Most Basic Tool

Most of us spend so much time focusing on the latest research, the latest book, reports of the latest dynamite campaign that we lose sight of the basic tasks  essential for long-term success. The result of ignoring these mundane, seemingly boring tasks and sub-tasks is often disastrous. For example, tomorrow we’ll post the results of an […]

Learn More May 30, 2018

Dining With Donors

It had been years since I visited an all-night diner. So, the other night, road weary and longing for a cheeseburger and fries, I pulled into a real live, old-fashioned, aluminum clad diner and made my way to a booth with its own jukebox. Heaven. BUT… something was amiss. Out of place. Unfamiliar. With my […]

Learn More May 9, 2018

Attacking the Dreaded Rebrand with Donor Focus

I’ve been through rebrands.  I’ve been through prostate exams.  And I know which I’d rather go through again. That’s why when the question “what does donor identity mean for a rebranding organization?” came up on last week’s webinar, I started to experience all of the side effects you’d see in the average pharmaceutical ad. (“Ask […]

Learn More April 19, 2018

(Lack of) Speed Kills

When Amazon started, people were nervous about providing  a credit card number in hope that their books would arrive. (Don’t @ me, 25-and-unders, this was a real thing.)  Will my book arrive?  Will it be what I intended?  Is this whole Internet thing a scam? So a large part of Amazon’s infrastructure works to convince […]

Learn More April 5, 2018

The Value of “Random Amazement”

This week Nick and I deal with the critically important function of “Donor Service.” Let’s start with this fundamental question:  Do you really know what good donor service looks like? I sure hope so, because as we’ve reported before, nearly 20% of all donors who drop out quit because of lousy donor service. Consequently, any […]

Learn More April 3, 2018

Low Risk Approach to High Reward Discovery

Yesterday Roger outlined the failings of alleged-segmentation systems that aren’t customized to your organization. Today, I’d like to suggest a proven, low-risk approach to dramatic improvement through better segmentation. It’s hard to get away from the significant advantages that come with being a mature nonprofit brand: you can get very good at delivery, incremental efficiency, […]

Learn More March 20, 2018

Feedback Week: Unexpressed Desires

No, that’s not the title of the latest Nicholas Sparks novel.  It’s your donors’ existence if you aren’t actively soliciting feedback. For every complaint an organization hears, there are another 26 people with a similar complaint who stay silent.   This probably rings true in your own life – if you have a bad experience, and […]

Learn More February 13, 2018

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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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