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Raise More, Ask Less — Part 2

Can you really raise more money by asking fewer times? Absolutely. Or so argues Kevin Schulman in his paper aimed at stirring the pot for our Agitator discussion. Download the paper here. There are at least two ways to do this. One fairly simple. The other more effective, but requiring a bit more work and […]

Learn More April 15, 2015

Raise More, Ask Less — Part 1

I’ve been around long enough to know the unmistakable squeal of conventional wisdom being challenged. So, when my St. Patrick’s Day post — Are You Abusing Your Donors? — triggered a barrage of comments and protestations pro and con I knew some nerves had been struck. And it wasn’t because of leprechauns or green beer. It was […]

Learn More April 14, 2015

The Donor Journey – 1

Last week I lamented the fact that so little seems to have been researched or written about regarding the ‘donor journey’. Whereas, in the commercial space, marketers can describe in excruciating detail how consumers proceed to consider and eventually purchase their products. If you google ‘customer journey’ you’ll be treated to 21 million results, replete […]

Learn More April 7, 2015

LTV … The GPS For Fundraisers

As I emphasize repeatedly in my book, Retention Fundraising, over the long haul, Lifetime Value (LTV) is the most significant measure for benchmarking and steering your fundraising efforts. In fact, as Charlie Hulme, head of DonorVoice’s U.K. operation, puts it, “Unless you believe you’ll find the cure/right the wrong/feed every child with your next appeal, it’s […]

Learn More March 12, 2015

What Does Your Big Sign Say?

To my tastes, Seth Godin is at his best when he’s at his briefest. Here’s a post of his from the weekend that says something hugely important in a few lines. [I could learn from that!] The post is titled: Measure what you care about. “It not always easy to measure what matters,” he says. […]

Learn More February 17, 2015

But Why?

Let me suggest that for fundraisers there are three levels of analysis — three forms of perspective — about what’s going on with donors. Here are my terms for them: 1. Ignorespective 2. Retrospective 3. Introspective Now, ‘Ignorespective’ (pronounced IGno-respective) really means no analysis or perspective at all. Just keep on doing. Pedal to the […]

Learn More February 5, 2015

The Year-End Giving Bonanza Is A Myth

I figure there’s no time like the start of the New Year to begin dishing out some heresy. There’s an assumption among most fundraisers that the best charitable giving season is October, November and December — the so-called Year-End period. The assumption is based on the belief that donors are in a giving mood and […]

Learn More January 8, 2015

Fundraising Data And The Cost Of Embalming An Elephant

Dearly Beloved, I grew up in the death business — flowers, funerals and the high cost of dying — and I’m sure glad those high-priced days are long gone. Today there are many options. Cremation. Low cost, bio-degradable ‘green’ caskets. Consumer funeral societies. All aimed at bringing reality and reasonable costs to the post-death process. […]

Learn More November 17, 2014

The Idiocy Of ‘Testing’

One of the great barriers to growth is the idiocy of ‘testing’. Not because testing is bad, but because most fundraisers and their consultants don’t have the slightest idea what real testing is all about. When in doubt, “Let’s test it”. Consequently countless thousands/millions are spent and the result is vapid stargazing, at best. And […]

Learn More September 26, 2014

[FNAME] Never Works

Axciom is certainly one of the top bananas when it comes to database marketing. These folks breathe data. So I was struck by a short post by David Baker, Axciom’s VP of Digital Product Solutions, in which he actually warns against going overboard with respect to personalizing marketing messages. Here — in [FNAME] Never Works […]

Learn More September 23, 2014

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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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