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Breaking Out of the Status Quo

Good Enough Is No Longer Good Enough – Part 4: Donor Journeys

The journey the organization wants the donor to go on is not usually the journey the donor wants to go on. The reason for this disconnect is that few organizations truly understand why donors choose to stay or leave, let alone know when the donor makes the decision to leave. This is not a new […]

Learn More June 13, 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

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

Why Good Enough Is No Longer Good Enough: Part 1

I ended my last post No One Wants More Email with the admonition, “We all need to get used to demanding more information and start challenging the status quo. Why? Because nothing, absolutely nothing is more dangerous to our future than acceptance of the status quo.” No area of the fundraiser’s work is more deserving of […]

Learn More May 31, 2017

Making The Most Of Your Agitator Subscription

Many Agitator have been with us for our entire 10 year history. Many others are recent subscribers, and there are lots of folks in between. AND … some readers haven’t yet subscribed. You can remedy that egregious oversight right here. Regardless of the length of time you’ve been reading The Agitator we want to make sure […]

Learn More May 4, 2017

Behavioral Science & Fundraising: The Desire for Completion

From trading baseball cards, to filling a stamp album, to locating that final object for some set of collectibles, whether we realize it or not every one of us is driven by what behavioral scientists call the desire for  ‘set completion’ or ‘task completion’. Ever since age 14, when I added the 5th — and final […]

Learn More April 19, 2017

Simple Isn’t Easy

In my post on the United Airlines customer care fiasco I promised a follow-up piece on just the opposite. A great example and resulting rules on building loyalty, retention and commitment. On the very day United was dragging Dr. Dao down the aisle, Rachel Hunnybunn, Director of Client Relationships for our sister company DonorVoice in the […]

Learn More April 17, 2017

Is PayPal Really Your Pal?

Earlier this week The New York Times reported a federal class action lawsuit accusing the PayPal Giving Fund of collecting contributions for groups that may never receive the funds. According to the Times, “ The philanthropic website by PayPal, the digital payment company, has become a major player in online fund-raising for charitable organizations worldwide, processing […]

Learn More March 2, 2017

What A 5 Year-Old Can Teach You About Donor Retention

Irish fundraiser Simon Scriver produces a near-constant flow of bits and pieces on his Twitter feed (@ToastFundraiser). Some relate to fundraising, some to charity doings and some simply to the hilarity of the human condition. I was particularly struck by his recent Tweet below announcing that his five year-old understands and is acting upon a […]

Learn More January 5, 2017

Give ‘Em Extra Peanuts

Years ago I traveled almost constantly in my work and every Monday I’d head for the airport and return home on Friday. So, when asked what her Dad did for a living, it came as no surprise that 8 year-old Caity Craver answered: “He’s a flight attendant”. What did surprise — and delight — me […]

Learn More October 14, 2016

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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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