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Breaking Out of the Status Quo

Starting Over #4: Understanding Donor Identity

In his post, Is There A ‘Donor Journey’? Tom raises a key question and some of our most thoughtful readers answered, in essence, course there is, BUT … in the case of many organizations that journey is mighty flawed. And the reason most donor journeys, donor experiences, ‘touches’ or whatever you want to call them […]

Learn More July 6, 2016

Fundraising Fireworks

On Monday, July 4th Agitator readers in the U.S. and we editors celebrate America’s 240th Independence Day. There will be fireworks, barbeques, volunteer fire department parades, the televised public broadcasting special from the National Mall in Washington, D.C., and heaven only knows how many political speeches and kissed babies.  Speeches and kisses delivered in ugliest political climate […]

Learn More July 1, 2016

Starting Over #3: Do You Really Know Your Donors?

The billboard in Boston’s Logan Airport caught my eye and got me thinking: “Can you design an experience your customers really want to have?” Modified for Nonprofit Land the question became: How many nonprofits can truly claim to know their donors well enough that they can deliver experiences their donors really want to have? Not […]

Learn More June 29, 2016

Do The Job Or Do The Work?

In his Starting Over series, Roger will be urging fundraisers to take a fresh look at how we’re going about our work. In yesterday’s post he commented that “much of our sector just keeps doing the same thing over and over and over”, arguing that “too many fundraisers. simply coast through their professional life following the consensus. They truly […]

Learn More June 22, 2016

Starting Over #2: Switching From Old Rules To New Rules

Why bother even thinking about starting over? What’s wrong with what we’re doing? Everyone else is doing about the same thing, so why bother changing? Failure to ask and correctly answer those key questions is likely to eventually find your organization joining the nonprofit equivalents of Pan Am, Polaroid, Nokia, and Kodak. Once-great organizations that […]

Learn More June 21, 2016

How Effective Is Our Fundraising?

The latest stats from Giving USA might be cause for smug satisfaction. Overall giving in the U.S. reached record highs at $373.25 billion in 2015, up 4.1% from the previous year. This amount covers giving from US-based individuals and institutions to US-based 501(c)3 nonprofit organizations. [I come from the advocacy world and would note that […]

Learn More June 15, 2016

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

On Ignoring Donors Needs and Preferences

In working on the Starting Over series that we’ll launch next week I’ve been fretting, worrying and, frankly damn near exploding with frustration. So please permit me this rant. There’s no question that virtually everyone has an excuse for not changing. Frankly I blame most of this resistance to the idiocy of stingy boards and […]

Learn More June 10, 2016

Starting Over … Tom’s Take

Yesterday Roger previewed a new Agitator series with the theme, Starting Over. To Roger, ‘starting over’ means going back to and addressing the most fundamental questions: What does our donor want? Are we delivering it? Why are they leaving? As Roger sees it (watch for his rant on this tomorrow), if you aren’t focused on those […]

Learn More June 9, 2016

Starting Over

Not knowing what you’re doing is more and more acceptable in this complex and fast changing world we work in. But pretending and preaching that you know what you’re doing is dangerous. For you. For your organization. For your clients. For the future of our sector. I’m increasingly convinced that making bold predictions, spread-sheeting three […]

Learn More June 8, 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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