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Donor retention / loyalty / commitment

Are You Playing the Dystopian Fundraising Slot Machine?

Too many nonprofits, consultants and vendors treat donor lists like handfuls of slot machine tokens. They trade them, rent them, share them. Too often, they exploit them. And now, this bad behavior it’s catching up and harming us all. Among the worst in the rogues gallery staining both the charitable and political sectors are the […]

Learn More January 8, 2025

Here’s Your Year-End Bonus!

This isn’t a year-end bonus check. It’s better. It’s a gift that will sharpen your results, build your reputation, and grow your organization’s bottom line for years to come. That’s what Thankology, Lisa Sargent’s new book, is. A gift for you, your team, and your donors. Simple, clear, and worth more than any check. Even […]

Learn More October 25, 2024

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

Boost Your Results with Virtual Engagement

Some days I wish I could call an emergency meeting of all Agitator readers, if for no other reason than to get your immediate reaction to one or another of our most insane ideas—or at least Kevin’s insane ideas. That was my wish exactly 11 years ago this week.  In a the post Meet With […]

Learn More August 7, 2024

The Marble In Your Ashtray

Last Friday was drizzly, the kind where the rain isn’t sure of itself. I went for my pickup truck’s annual inspection.  In the corner of that musty garage, mechanics’ hands as greasy as the floor, there was the usual bulletin board; an artifact with layers of oil change reminders and lost dog flyers. Among this […]

Learn More April 22, 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

From Ship Building to Ship Wrecking

Let’s face it, most fundraisers and the nonprofits they serve—along with virtually every other profession– are governed by motives beyond just the noble ones they claim. Nonprofits need to raise money to survive. Journalism is a business that needs to make money to survive. Political candidates need to raise money to campaign and win. Increasingly there […]

Learn More March 1, 2024

A French Economist Walks Into A Bar…

Direct marketing can feel like that overeager friend showing up uninvited but occasionally bringing really good snacks.  The one always knocking on your door with something to sell, boast about, or ask for. But what if the real magic of direct marketing isn’t in the knock or the sale, but the echoes left behind? Frédéric […]

Learn More February 16, 2024

Where Has All the Money Gone?

      Recently The New York Times’ Michelle Goldberg, in her column questioned Where Has All The Left-wing Money Gone?  Citing “endless appeals, sometimes in bold all caps” of the seemingly endless the-sky-is-falling, guilt-tripping and flood of fundraising emails is a reason folks aren’t donating as much as they used to.      She […]

Learn More October 2, 2023

Is Yours a “Bad Puppy” Email Schedule?

A frequent topic in our weekly Agitator editorial meetings is the gawd-awful frequency and quality of most email appeals.  No matter how many times we cite the danger of overdoing this stuff  and wrecking retention, driving away donors the practices of more, more, more continues. No doubt some fundraisers believe if someone gives you money […]

Learn More April 24, 2023

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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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