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Donor acquisition

Listening To The Data vs Data Denial

Many if not most Agitator readers are in the direct marketing side of fundraising. And therefore they should be swimming in valuable data with which to make smart decisions about ongoing and future fundraising investments and tactics. But, I wonder … is that really what happens? In some cases, too much data could get in […]

Learn More September 16, 2015

Are We Getting Any Better?

In a recent column, the editor of Direct Marketing News, Ginger Conlon, delivered an inspiring pitch on behalf of direct marketing. She spoke of direct marketers being able to ‘out market’ the competition by “using data to gain a unique understanding of customers that will allow marketers to drive evangelism, purchasing, and loyalty—to predict their […]

Learn More September 15, 2015

When Donors Speak Do You Listen?

  More importantly, the question should be, ‘when donors talk do you listen — and do you respond? My guess is that very few organizations take the time and care required to respond to the comments, insights, complaints and suggestions of donors and other constituents. Our sector isn’t alone of course. Failure to respond to customer […]

Learn More September 10, 2015

Predictive Signs of Future Giving

A fundamental belief held by most of us is that the more we know about prospects or donors the better we’re able to fashion a strategy for building relationships and hopefully winning or upgrading the size of their commitment. The wealth screening industry is built on that belief. What many folks may not understand as […]

Learn More September 4, 2015

Upward Fundraising Trend Continues

On Monday Tom summarized Pamela Barden’s Fundraising Wellness Check to help you glide more smoothly into the final third of 2015 and begin preparing for 2016. Today, in a nutshell, The Agitator gives The Atlas Of Giving’s  forecast for the balance of 2015. Through July 2015 the first half U.S. charitable giving has been exceptionally (and unexpectedly) […]

Learn More September 2, 2015

Algebra For Fundraisers

Awhile back I read yet another exclamation about the rapid rate of online fundraising growth. Fundraising blogs are littered with such exclamations. For example, in this reference to 2014’s fundraising performance: “…online giving grew almost five times faster than overall giving, which grew at 2.1 percent, while online giving grew at 8.9 percent.” Now, don’t […]

Learn More September 1, 2015

Don’t Forget the Port-A-Potty

The Agitator pays little attention to event fundraising. Probably it’s because Tom and I are a bit past our prime marathon days. Additionally, for the fancier events we long ago exchanged our too-tight tuxedos for ‘relaxed fit’ jeans. Or truth be told, maybe it’s because we have absolutely no expertise in this area. Whatever the reason, […]

Learn More August 26, 2015

2015 Half-time Fundraising Score

The Atlas of Giving, the resource that combines both past results along with forecasts of charitable giving in the U.S., recently issued its 2015 Mid-Year Report. The news is good. Giving in the first half of 2015 was “exceptionally (and unexpectedly) strong—up a total of 7.6% to $238.88 billion compared to $222.03 billion for the same period […]

Learn More August 11, 2015

Innovation Series #5: Ideas Applied

We’ll end this innovation series with some examples of innovation applied. Here’s Tom’s Top 5 Innovative Fundraising Ideas from two years ago. We invite Agitator readers to update the list with your own entries in our Comments section. Thank you. The Editors By Tom Belford   |    September 30, 2013 Today I’m shamelessly exploiting the hard work […]

Learn More August 7, 2015

Innovation Series #3: Exalting the Trivial

A significant barrier to true innovation stems from most nonprofits’ fixation on minutiae that simply doesn’t matter. As part of his 2012 series on Flat Earth Fundraising Roger alerted us to the dangers of Wasting Time by Exalting the Trivial . –The Editors By Roger Craver   |    July 25, 2012   Within hours of our call for […]

Learn More August 5, 2015

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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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