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Donor retention / loyalty / commitment

Starting Over #1: Where Do We Go From Here?

In announcing this Agitator Starting Over series I posed the fundamental question that will guide this exploration: How would you build a growing, sustainable nonprofit from scratch in today’s fast-changing and challenging environment? Tom and I are thrilled with the outpouring of suggestions and recommendations for the series, and specific proposals that might brighten the […]

Learn More June 13, 2016

Why Monitor If You Don’t Fix?

In tomorrow’s post, Roger will talk about finding fundraising solutions … solutions with an empirical basis, not folklore. He poses the question: “Why monitor a problem if you don’t fix it?” But the heavy lifting can wait a day … today is Memorial Day, a holiday for our U.S. readers. However, here’s a light-hearted preview … U.S. […]

Learn More May 30, 2016

Gaining Ground By Cutting Volume

The infographic below is from our sister firm DonorTrends and indicates that for the first time in a number of years the nonprofit sector seems to be more or less standing still — rather than losing ground. A welcome change in direction. You can download the full 2016 Fundraising Effectiveness Survey Report here. In a nutshell […]

Learn More May 17, 2016

Doing The Same. Hoping For A Different Result.

Tom’s pieces on Who’s Fibbing? and Are We Getting Roasted? have triggered a lively dialogue for which both Tom and I are grateful. Vigorous discussion at the Agitator’s family table is always welcome. So let’s keep it going with this video introduction: Clearly, many folks know what they should do, but don’t. So like the golfing buddies […]

Learn More May 12, 2016

New Digital Fundraising Benchmarks

The latest M+R Benchmarks Study was released yesterday, providing a valuable look at trends in the digital fundraising arena. The study is based on an impressive range of 105 participating organizations in eight sectors — mostly large nonprofits like Oxfam America, Planned Parenthood Federation and Humane Society of the US, but including smaller regional/local groups like […]

Learn More April 21, 2016

The Danger Of Widget Mentality In Fundraising

I wonder how many donors give in spite of the fundraising machine, not because of it? Here at The Agitator and over at our sister company DonorVoice we focus on that question a lot. In fact that’s what led to the research and eventually our recent Agitator/DonorVoice/SOFII  Webinar on How to Reduce F2F Attrition in the First 90 […]

Learn More April 20, 2016

Ask The One Who Matters Most

We were more than a little surprised — and very pleased — that 331 folks registered for the Agitator/DonorVoice/SOFII webinar on reducing F2F attrition in the first 90 days. Even if you’re not into the Face-T0-Face channel I recommend you download or view the recording of the presentation, because there are some valuable insights for […]

Learn More April 14, 2016

Will Political Fundraising Harm Your Bottom Line?

As Bernie Sanders’ Presidential campaign nears the $150 million mark in small gift (average $27) fundraising, and as record amounts pour into the rest of the Presidential primary campaigns, there’s no doubt that nonprofit CEOs and Boards will be wondering: How will all that political giving impact support for our organization this year? The answer: […]

Learn More April 11, 2016

Boost Your Retention Rate In 3 Minutes 54 Seconds

Study after study, Agitator post after Agitator post, warn that failure to properly and promptly thank and recognize donors is a sure fire way to lose them. So, rather than preach this again for the umpteenth time, learn first hand from Anne Schneider, a real, live donor, why slow or no thanks drives donors away. […]

Learn More April 6, 2016

Radar for Attrition

The loss of donors — especially newly acquired donors — is silent and deadly. There’s no screaming or shouting. No door slamming. Seldom any advance notice. One day they’re just gone. This is why it’s so important to discover, before the donor quits, which of the experiences you’re providing are seen as positive or negative. […]

Learn More March 28, 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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    The Agitator Tool Box

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



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