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Breaking Out of the Status Quo

A Better Alternative To #GivingTuesday

Tom’s already grumping about #GivingTuesday and it’s months away. I’m not a big fan either. But I am blessed with a far gentler, docile disposition. So, in the interest of foregoing a rant and instead give Agitator readers a head start on a better alternative to #GivingTuesday I refer you to a post we ran […]

Learn More September 25, 2017

A Second Chance for Fundraisers

Relationship Fundraising is like teenage sex: Everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it too. Although I’m paraphrasing behavioral economist Dan Ariely’s take on “Big Data” the same insight applies to the much-touted, little-practiced concept of relationship fundraising. It’s […]

Learn More September 13, 2017

Is There No End To Stupid?

It’s no secret that in the not-too-distant future, organizations in the UK and the European Union could lose access to between 50% and 85% of their donors if they don’t get some form of permission — from those donors — to send communications. The Agitator has written about this here … offered a free download […]

Learn More August 14, 2017

Rejoice In The ‘Trump Bump’, BUT Prepare Now For The ‘Trump Slump’

The election of Donald Trump has served as a booster rocket for giving to groups on both the left and right.  Same with the intent to continue giving which is at record levels — also on both sides of the ideological spectrum — according to this report in Fast Company. Right now — not six months […]

Learn More July 14, 2017

Dear Donor: You Suck

Sometimes the behavior of  folks who call themselves ‘fundraisers’ leaves me speechless. For this example, I’ll let Adrian Salmon‘s first-hand report speak for all the real fundraisers who care about donors. Wow!  What can I say that’s more succinct than this perfect reaction:No more needs be said. Roger    

Learn More July 12, 2017

12 Ways One Nonprofit Kept A Donor Loyal And Engaged For 27 Years

Over the past 35 years I’ve written copy for and brainstormed with my dear friend Morris Dees, co-founder of The Southern Poverty Law Center. Few organizations have practiced donor-centered fundraising as well as SPLC. No detail involving a donor is seemingly too small. (Monthly donors — sustainers — not only get monthly updates but occasionally […]

Learn More July 7, 2017

A REALLY BIG Deal!

Frankly, we’re gobsmacked. Astounded, awestruck and absolutely thrilled by a massive undertaking by UK fundraisers and other leaders in the voluntary sector that should attract the serious attention and participation of all of us — on every continent. Today the Commission on the Donor Experience  released its overview of recommended changes to transform fundraising from […]

Learn More June 19, 2017

Good Enough Is No Longer Good Enough – Part 3: Donor Experience

No one buys a Chevy because GM needs the money. By the same token, donors don’t give because your organization has a need to balance its budget. Although many think otherwise, donor expectations aren’t usually driven by an organization’s brilliant programmatic details, the expertise of its staff, the number of regional offices or other versions […]

Learn More June 8, 2017

Creating Great Donor Experiences

Tom’s post Designing a Customer-Centric Organization triggered a number of valuable comments from readers. I especially note Tom Ahern’s channeling of Mark Phillips insight, “The only thing worth a damn is the donor experience.” Then Ahern added, “And that experience has many parts worth considering.” One of our goals in the Good Enough Is Not Good […]

Learn More June 6, 2017

Good Enough Is No Longer Good Enough – Part 2: Commitment

In Part 1 we noted that the days of launching an acquisition campaign without setting aside substantial additional time and funds to properly deal with new donors is a principal reason why organizations find themselves on the decline or plateauing when it comes to growing donor value and net income. Also noted is the importance […]

Learn More June 1, 2017

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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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    The Agitator Tool Box

    Ideas, applications, tools, processes, and case studies of break-through solutions in fundraising, including:



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