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Breaking Out of the Status Quo

Earth Day 2022: The Fundraiser’s Carbon Shadow

Today marks the 52nd Earth Day.  A most appropriate time for all us fundraisers to think about what we’re really doing –professionally,  personally and collectively—to save our planet. Before I report on a pioneering  climate change effort now being undertaken by a Canadian direct mail agency a brief review of how the cause of helping […]

Learn More April 22, 2022

Nonprofit-ness?

What makes a nonprofit a nonprofit? Is it the tax designation, its actions, its beneficiary or its aim? Academics and  professionals in the field likely have sharp lines drawn between different actors, be it businesses, government, traditional, tax status defined charities and the growing 4th sector of social enterprise and entrepreneurship  that often sidestep 501(c)(3)s. […]

Learn More April 18, 2022

Hidden Threats to Democracy

A healthy democracy, as I pointed out in my last post, is a precondition for moving forward on most of the issues and causes we fundraisers serve. When democracy breaks,  the systems, and institutions we strive to fix or improve become far harder or even impossible to repair or advance. The daily flood of human […]

Learn More April 15, 2022

Each of Us Must Do Our Part

Within days of Russia’s invasion of Ukraine, veteran fundraiser Harvey McKinnon, a perpetually outraged saint on behalf of causes that matter, sent out a batch of memes urging fellow fundraisers to put ‘em to good use and help spread the word on the central importance of reducing the use of Russian oil –the main fuel […]

Learn More April 8, 2022

Fundraising in Inflation and Under Threat of Nuclear War. 7 Survival Tips for 2022

Here we go again. The phone’s ringing, the email inbox dinging as colleagues attempt to figure out what to do in a world that more than ever seems to be falling apart. Over Agitator’s 15 years our readers have witnessed a litany of financial meltdowns (2008), pandemic disasters (2020) and now in 2022 inflation coupled […]

Learn More March 14, 2022

The Last Mile Matters

In supply chain world the last mile is that last step to get the Amazon package to your door.  It’s notoriously expensive and cumbersome and it can be the difference between turning a profit or not. Your last mile equivalent is the paper or digital equivalent reply form.  This last mile is a good place […]

Learn More March 4, 2022

The Importance of Building Trust in a Cynical World

Can declining trust in institutions be partially at fault for the overall decline in personal giving? That’s a critical question international fundraiser Richard Pordes posed in commenting on our post reprinting  Tom Ahern’s Is Mass Fundraising Extinct? In Richard’s words: “But aren’t there larger societal trends that have caused the decline in numbers of households […]

Learn More February 11, 2022

“You Can’t Fix Stupid”

“You can’t fix stupid.” Ahhh, the sound of the exasperated fundraisers and consultants who’ve thrown up their hands after trying for the 5oth time to explain to a Board, a CEO, or a Client why that “brilliant insight” just won’t work. Sure, you can be a seasoned, proven and highly respected pro,  but somehow you […]

Learn More February 9, 2022

Is Mass Fundraising Extinct?

For the past 10 years The Agitator has sought to put meat on the jargon-ridden bones of the Donor-Centric skeleton.  That’s why we dwell so much on essential vertebrae of donor-centricity such as Donor Identity, Donor Psychology and Personality to name a few. Although this detail is essential in becoming truly donor-centric, it’s important to […]

Learn More February 7, 2022

Great Guides to Storytelling

As Kevin noted in The Best Story Wins smart fundraisers pay serious attention to storytelling for the simple reason that better stories raise more money. Fine writing  and Great Story Telling has always been in short supply in fundraising, particularly in these days of too many e-mails, too much Twitter and such.  EVEN WORSE … […]

Learn More January 21, 2022

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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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