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Communications

How To Attract Hispanic Donors

The Agitator doesn’t often plug fundraising webinars, but only because we are inundated with them … too many to choose from. But I’m making an exception today, because the topic is one that we prod our readers about regularly — getting our arms around the donor potential of the US Hispanic community. (For starters, see […]

Learn More September 2, 2014

The Remarkable “Wet Blanket Challenge”

Last month the ALS Association won fundraising’s equivalent of the Mega Million Power Ball Lottery — picking up 3 million donors and $100+ million in August alone from the “Ice Bucket Challenge”. Then on Friday they blew it. Up until then our tireless Agitator editors were happily and busily white boarding the steps that fortunate […]

Learn More September 1, 2014

How Privileged Are You?

Sometimes even fundraisers need food for the soul. Tom and I serve up over-sized portions on techniques, strategies and tactics, and other helpful (we hope!) stuff to help you with your job. We’re a bit light on the broccoli equivalents. Not that we’re opposed to balanced mental nutrition for fundraisers, it’s just that sometimes it’s […]

Learn More August 29, 2014

Er … Hats Off To Hooters?

Hooters (yes, that Hooters) just announced that the Gulfport (MS) Hooters was the top restaurant in the 430-location chain’s annual fundraising campaign on behalf of breast cancer research. The campaign overall raised about $135,000 from customers, to which corporate Hooters added another gift of $500,000. Not a bad day for breast cancer research. Kinda gives […]

Learn More November 4, 2006

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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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