Donor Centricity

Is Your Donor Angry or Dissatisfied?

Is your donor angry or dissatisfied? Hopefully donor dissatisfaction and anger are rare in your organization though first year retention rates make a pretty strong argument for dissatisfaction being a major concern. Service failures can take many forms – e.g. name spelled wrong, sending too many solicitations, leading donors to wonder if their donation was […]

Learn More August 14, 2020

The “Intention to Give” Giving Gap

There is an entire field of study, decades old, focused on the relationship between intention to do something and doing it – intended behavior vs. actual behavior. This is far more involved and practical than the too simplistic and quite misleading adage that ‘people don’t do what they say’. In fact, the intention to do […]

Learn More August 3, 2020

What Impact Messaging Works Best? The Goldilocks Finding

One of humanity’s basic psychological needs is a sense of competence or efficacy. Putting time in on something, feeling like you suck at it and are getting no better, and then receiving no feedback or negative feedback undermines your motivation to keep doing it. This includes charitable giving. The donor’s sense of competence and efficacy […]

Learn More July 27, 2020

Is the Donor Missing From Your Giving Equation…And Your Fundraising?

Stick with this post. By the end –following a somewhat wonky start –you’ll feel more control over your fundraising and relatedness to your donors. This is what the vast majority of giving formulas, albeit never expressed, look like: Giving = solicitation + random error (difference between your budgeted number and reality) (Remember algebra? Don’t stop reading; […]

Learn More July 20, 2020

Identity and Need Satisfaction (should) go hand in hand

I’m a Canadian. A behavioral scientist. A fan of the Pittsburgh Penguins. A husband. The son of a parent afflicted with cancer. These are some examples of the identities I hold. Identities refer to important social roles, relationships, attitudes, and passions that people use to describe themselves. Everyone has various identities that are more or […]

Learn More July 6, 2020

Dealing with Doubts About Legacy Giving in a Pandemic and Depression

Back in April, as the coronavirus pandemic was heating up, we raised some questions posed by many nonprofit board and fundraisers. Put bluntly the question, in its basest form was, “Should we be asking for legacy gifts right now, before the virus gets our donors?” We noted that a solid set of answers could be […]

Learn More July 1, 2020

Embarrassed by Death. Educated by Hot Pants

“More than $1.4 billion in stimulus checks went to dead people, the Government Accountability Office said.” When I saw that headline in yesterday’s New York Times it was instantly clear to me that clearly the Trump administration is not using The Agitator Toolbox.. Let me explain. Seems like in the rush to inject money into […]

Learn More June 26, 2020

The Theory of Giving : A Fundraiser’s North Star

Since last Wednesday’s post announcing the 2020 Pilot Study to determine how drivers of giving – Identity, Personality, Quality of Motivation, Commitment and Satisfaction –impact giving and how you put this information to practical use Agitator readers have expressed significant interest and participation. To briefly recap, you’ll recall that this DonorVoice research project—global in scope—aims […]

Learn More June 22, 2020

Pandemic Accelerant

The most frequent topic at Agitator editorial meetings in recent weeks has centered on the question “What does this pandemic mean for the future of fundraising?” More specifically, what should we be doing to help organizations prepare for what all of us here believe will be a long, slow, multi-year recovery that could have us […]

Learn More June 17, 2020

It’s Way Past Time to Raise the Donor-Centric Bar

Why is the norm in which most nonprofits operate based on a premise nobody believes: every donor is the same. Yet, this false premise often serves as the very cornerstone of our work. For example, we run A/B tests with the ‘gold’ standard being met when the test and control group audiences are the same […]

Learn More June 3, 2020

Ask A Behavioral Scientist

Behavioral Science Q & A

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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Q: I find it irritating when some nonprofits accept my “gift” and then ask me to cover their credit card fees separately. It feels like a practice that does nothing to help win donors and runs the risk of turning others off. Is there any data on this either way?

Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]

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Q: What are the three most important things to consider when designing a brilliant supporter journey?

There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]

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Q: Is there any evidence that changes to the tax laws in the USA changed end of year giving behaviors? Previously, ~30% of US taxpayers filed itemized tax returns allowing them to receive a deduction for charitable giving. Tax law changed in 2017 so that now only ~10% itemize. This should mean tax year-end giving should not matter to millions of people for whom it used to matter. Is there any data evidence to support this?

I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]

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