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Breaking Out of the Status Quo

Why “Trust” Matters in Fundraising. And What To Do About It.

The 2018 Edelman Trust Barometer reveals that trust in the U.S. has suffered the largest-ever-recorded drop in the survey’s history among the general population. Even more troubling, trust among the informed public (that would be our donors)  in the U.S. imploded, plunging 23 points to 45, making it now the lowest of the 28 countries surveyed— below […]

Learn More February 9, 2018

Testing Your Donor Identities

Previously on donor identity: It’s good to segment by identity But they must be the right identity/ies There must be meaningful differences among different identities And you must be able to get value by messaging them differently So, how do you know if you get value by messaging differently?  You must test. Sorry.  I wish […]

Learn More February 8, 2018

What Do You Mean When You Say “Segmentation”?

A couple of weeks ago, I stirred things up when arguing that neither demographics nor RFM analysis should be the first point of segmentation for organizations.  In the ensuing discussion, it became clear we are talking about different types and levels of segmentation worth exploring. In (approximate) order from least to most sophisticated: Full file […]

Learn More February 6, 2018

Don’t Just Turn Down The Volume

The TL/DR  (Too Long, Didn’t Read) version of this week’s posts has been: Volume is not a strategy. Not for retention.  Not for net income.  And especially not for donor satisfaction. Now the painful truth: Lack of volume is also not a strategy. Cutting volume, as many organizations have done successfully, is a great tactic as […]

Learn More February 2, 2018

Volume Has Been Tested. The Results Are In

Yesterday, I vented my spleen about the argument that volume leads to retention and that the volume of contact should be viewed as the lever to do so. Now, I’d like to put my case studies where my mouth is. Most of these are specific to mail.  Why?  Because that’s where the testing has been […]

Learn More January 31, 2018

How Not to Test Communication Volume

I’m a fan of M+R.  Their free nonprofit tool shed is great for quick calculations for those who, like me, can’t do chi-square or t-tests, in their heads.  Their yearly benchmarks are a must read every year.  (And they are adding retention to it, which is a great addition.)  They are also more open about […]

Learn More January 30, 2018

Get Your Millennial Audience Off My Lawn

I’ve been reading The Agitator for years (part of why it’s been such a pleasure to write for this august blog).  But I have a confession to make.  Every time I saw posts like More On Millennials: 6 Ways To Entice Them and Time To Take Notice Of Millennials?, I wasn’t buying. To clarify, I […]

Learn More January 26, 2018

Demographics: The Second-Best Way to Segment Your File

Yes, demographics are the second-best way to segment. The best way, however, is literally almost any other way. Take, for example, the experience of Todd Yellin, Netflix’s VP of Product Innovation.   Netflix has one of the great treasure troves of data out there.  What does he use?  Quote: “There’s a mountain of data that […]

Learn More January 25, 2018

RFM Segmentation: First Refuge of the Scoundrel

“Wait!”, I hear you cry.  “You rail against segmentations that aren’t predictive.  But transactional RFM segmentation is not a bad predictor.” And I will stipulate that: A person will tend to give the amounts that they have given in the past. A current donor is more likely to give than a lapsed donor. A donor […]

Learn More January 24, 2018

The Two Fundraising Metrics That Matter Most

Tomorrow, we’ll talk about those metrics you should eliminate with extreme prejudice.  So it’s only fitting that we should talk about those metrics you’ll want to embrace and socialize in your organization – Key Performance Indicators (KPIs) . First, I should mention that DonorTrends is offering Agitator readers a free test drive of their excellent […]

Learn More January 17, 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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