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DonorTrends / DonorVoice

Flat Earth Fundraising: Ice Cream Murder And Donor Loyalty

Looking for a shorthand way to understand how you can improve donor lifetime value by 130%? Then take a look at the infographic  below – The Anatomy of a Committed Donor – prepared by our colleague Kevin Schulman over at DonorVoice. Kevin’s infographic (click image to enlarge) distills the essence of the landmark National Donor […]

Learn More December 5, 2011

Cool Data For Alumni Fundraising

The Agitator has heaps of .edu readers whom we don’t frequently address specifically. So we’re happy to jump on the opportunity to alert you to the CoolData blog, which specializes in advice on making the most of your alumni data for fundraising purposes. Here’s an example of their analysis of alumni website behavior. Happy to […]

Learn More November 15, 2011

Flat Earth Fundraising: Asking Amounts

I’m truly not old enough to remember when physicians abandoned the use of leeches. But, I am old enough to recall the origins of asking amounts. The year was 1970. Computers – big mainframes, not PC’s and The Cloud – had just begun to edge out the heavy, old metal Addressograph plates and the traditional […]

Learn More November 14, 2011

UK Donor Commitment Study

Our colleagues at DonorVoice are going to replicate in the UK their recent US study of donor commitment. The call is out for UK charities who would like to participate in the study, which will be conducted in association with Ken Burnett and SOFII. Here is what Ken said about the US study, as well […]

Learn More October 19, 2011

Beating Our Chest

Sorry, but I’m proud of the recent work Roger and Kevin have done at DonorVoice on donor commitment. And so I’m going to subject you to this ‘endorsement’ from fundraiser Ken Burnett, who champions donor relationship building more ardently than anyone. Says Ken, in an article titled The real meaning of commitment … And why […]

Learn More September 30, 2011

Proving The Value Of Donor Commitment

On Tuesday, my colleagues Roger Craver and Kevin Schulman hosted a webinar on ‘donor commitment’. A simple to understand — but elusive — quality you would like to find in your donors. Why? Because what our studies over the last several months have shown is that: 1. A high commitment donor will give on average […]

Learn More September 22, 2011

Drivers Of Donor Commitment

Most fundraisers talk a good game these days about the need to build durable donor relationships. They appreciate the pay-off in terms of higher retention, net income and lifetime value. But how to do it? My colleagues Roger Craver and Kevin Schulman (at DonorVoice) will give you their recommendations at a free DonorVoice/Agitator webinar on […]

Learn More September 14, 2011

Sorry, Hard Work Required

As The Agitator bangs away on improving donor retention, we’re mindful that success requires a key ingredient … hard work. We all know how to chuck out (more kindly, ‘dis-invest’ in) our most marginal donors, and we know how (or at least we have a plan) to cultivate those with demonstrated high value. The more […]

Learn More September 1, 2011

Reactivating ‘Inactives’

It’s fascinating to watch how commercial marketers deal with the same problems nonprofit marketers face. Here’s a post from Email Insider dealing with what to do about inactive, or non-responding, email subscribers. The author makes four points: 1. No matter how your company defines inactives, the problem typically is huge. He says commercial marketers typically […]

Learn More August 24, 2011

Integration: Fundraising’s Elusive Grail

Convio has just released its latest Integrated Multi-Channel Marketing Study and it’s well worth a careful read. Using online survey data from 123 nonprofits, backed by 15 in-depth interviews, the Survey explores key success factors for organizations of all types and sizes that are already engaged in integrated, multi-channel marketing. The Study employs an interesting […]

Learn More August 17, 2011

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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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