• Home
  • Blog Posts
  • Behavioral Science
  • On Demand Webinars
  • Toolbox
  • Archives

Donor acquisition

Frequency Of Giving

I was browsing through the interesting ‘dashboard’ on online giving compiled  by Network for Good and published monthly by the Chronicle on Philanthropy. The latest update reported 20% more donors and 20.9% more donations in June 2017 over June 2016. My first reaction was … great to see this sizeable bump in the number of […]

Learn More July 18, 2017

3 Truths And 1 Lie About Online And Offline Donors

Do you really understand the difference between online and offline donors? I sure hope so because there are lots of myths and tribal misinformation floating around out there. Without knowing which beliefs are true and which are false your organization could be shooting itself in the foot — online and off. Steve MacLaughlin, Blackbaud’s VP […]

Learn More July 10, 2017

Fundraising Metrics That Matter

Yesterday I explored ‘vanity metrics’ and briefly explained why they’re not very helpful for serious decision-making. Or how, in the case of Benchmarking, they’re often ignored or mis-applied. Today, we’ll move to metrics that truly matter. By my definition an important metric – a metric that matters – is one that triggers the “What-should-I-do-differently-to-improve?” question. […]

Learn More June 29, 2017

Beware of Vanity Metrics

In Is Your Website Driving Away Your Best Folks? I warned of the danger relying on ‘vanity metrics’ like ‘page views’ or ‘time on site’. In fact, the use of ‘vanity metrics’ is problematic in our trade far beyond the online world. So, I thought it would be helpful to cover the ‘metrics’ topic in more […]

Learn More June 28, 2017

What Do You Want To Know?

Being donor centric begins with listening to donors. OK, it actually begins with deciding to make the necessary organisational culture shift: Yes, we must listen to our donors if we want to retain them and survive. So now that you’re listening, what are you listening for? Imagine yourself as that guy in the submarine with […]

Learn More June 20, 2017

In Pursuit Of The Trivial

Slowly, but surely, research in the field of behavioral science is making its way into Fundraising Land. Over the past several years commercial marketers have begun to discover practices which those pundits and commentators who favor high-blown ‘strategic’ insights often consider ‘trivial’. What once seemed relatively trivial has proven to hold monumental importance compared to […]

Learn More June 15, 2017

Giving USA Reports On 2016 Giving

Giving USA has released its annual study on giving, reporting that for 2016 all giving rose to $390.1 billion, or 1.4% over 2015 (inflation adjusted). That represents 2.1% of gross domestic product, slightly above the 1.9% average of the past 40 years. Here’s the giving by source: And here’s the giving by sector: I have to believe the strong […]

Learn More June 14, 2017

No One Wants More Email

That’s just one of the basic premises of our new book Start Over explores. The problem with getting the manuscript off to the publisher is that new research findings keep coming in. So, another chapter or two have to be re-written. Let me explain. In preparing my earlier book, Retention Fundraising: the art and science of keeping your donors […]

Learn More May 24, 2017

Spotlight On Sustainers: Part 2

Today we focus on research-based best practices — not anecdotes and tribal wisdom — of what produces significant results in launching and growing sustainer programs. Yesterday, in Part 1 of the Blackbaud Institute’s Sustainers in Focus, the spotlight was on the financial pros, cons and myths surrounding monthly giving programs. Having shown the undeniable value of […]

Learn More May 18, 2017

Spotlight On Sustainers – Part One

Way back in 2011 I reported on The Future of Fundraising, a monumental session of brainiacs hosted by Blackbaud and summarized by Adrian Sargeant that sets forth needed changes if our sector is to grow and thrive. It’s well worth reading the summary to see how far we’ve come — or not — in the past six […]

Learn More May 17, 2017

<< 1 … 11 12 13 14 15 16 17 18 19 20 21 22 23 … 45 >>

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 […]

    Read Full Answer

    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 […]

    Read Full Answer

    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 – […]

    Read Full Answer

    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 […]

    Read Full Answer

    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 […]

    Read Full Answer

    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 […]

    Read Full Answer

    The Agitator Tool Box

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



      • © Copyright 2005 - 2025, The Agitator. All Rights Reserved.
      • About Us
      • Privacy Policy
      • Sitemap
      • RSS Feed
      • We welcome your feedback!