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

Communications

Back to The Future

Marketing scholars had the chance to work with a local chapter of a national health charity.  This is their story. The local chapter in Texas had limited funds and internal capacity and despite this, or perhaps because of it, the academics were able to experiment. The academic’s situation analysis revealed the following challenges, An uninformed […]

Learn More August 21, 2020

The Path of Continuous Improvement

Test ideas should, among other things, work backwards from the behavior one is trying to influence. Sure, the brown kraft test envelope might do better than the plain white control,  but why?  And is it going to increase response rate or average gift?  And is it better with everyone or just a select group and […]

Learn More July 29, 2020

Embarrassed by Death. Educated by Hot Pants

“More than $1.4 billion in stimulus checks went to dead people, the Government Accountability Office said.” When I saw that headline in yesterday’s New York Times it was instantly clear to me that clearly the Trump administration is not using The Agitator Toolbox.. Let me explain. Seems like in the rush to inject money into […]

Learn More June 26, 2020

Whack-A-Mole Pandemic Effects and Results

In a seemingly breathless but not surprising headline — “Giving Plunges 6% in First Quarter, Signaling $25 Billion in Lost Revenue for Nonprofits“– the Chronicle of Philanthropy announced the release of the 2020 1st Quarter Fundraising Effectiveness Report (FEP) noting a decline in individual giving in March. Not a pretty picture. But, optimism  continued to rule […]

Learn More June 24, 2020

The Theory of Giving : A Fundraiser’s North Star

Since last Wednesday’s post announcing the 2020 Pilot Study to determine how drivers of giving – Identity, Personality, Quality of Motivation, Commitment and Satisfaction –impact giving and how you put this information to practical use Agitator readers have expressed significant interest and participation. To briefly recap, you’ll recall that this DonorVoice research project—global in scope—aims […]

Learn More June 22, 2020

Pandemic Accelerant

The most frequent topic at Agitator editorial meetings in recent weeks has centered on the question “What does this pandemic mean for the future of fundraising?” More specifically, what should we be doing to help organizations prepare for what all of us here believe will be a long, slow, multi-year recovery that could have us […]

Learn More June 17, 2020

What Makes for Good Fundraising Copy?

At its core, it’s words.   Google thinks an email is ‘good’ – meaning they don’t bury it in a spam or promotion or social folder – if it reads like something you’d get from a friend, something that sounds personal and involving based (in part) on the words used. And what about those “personal” and […]

Learn More April 22, 2020

Reviewing the Early Bidding: DIGITAL

Last week Kevin shared a quick review and early look  on what we’re seeing in direct mail.  Today, a review of what’s happening in the digital fundraising realm. First, a look at the types of digital activity and some examples of what organizations in various sectors are sending out at this stage of the coronavirus […]

Learn More April 8, 2020

Reviewing the Early Bidding: MAIL

It’s early days in this new climate, of that we can be sure.  The health crisis is occurring at the same time as the financial crisis but the former will end sooner than the latter. Nevertheless, it’s probably worth a quick look at what we’re seeing and hearing on performance.  The more important insight from […]

Learn More April 3, 2020

Fundraising Data- Part 2: The Need for Processing Speed

The Agitator has many helpful posts about how to effectively onboard donors, what to learn from them, how to thank donors, and what that post-acquisition journey should look like. BUT…all this good advice is for naught if you don’t have fast or timely data systems. Effective thank you’s, effective donor journeys, and effective retention all hinge […]

Learn More March 11, 2020

<< 1 2 3 4 5 6 7 8 9 10 11 … 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

    DonorVoice products

    Commitment System

    Donor Feedback Platform™

    PreTest Tool

    TouchPoint Mapping



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