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Communications

The Best Story Wins

It’s not the best ideas or the most innovative thinking or the best ground game or operational plan.  It’s story. The charitable organization world is one  with almost no barrier to entry and massive, diminishing returns.  The number of nonprofits has skyrocketed while the number of people giving has dwindled. You don’t need a new […]

Learn More January 19, 2022

A Low Risk, High Reward Approach to Fundraising

In recent years we’ve tried to show how breakthroughs in research, particularly in behavioral science enable knowledgeable fundraisers to reap some mighty impressive rewards that come from a more in-depth understanding of “why” a particular donor gives (identity),  why different messages are required for different donors (personality/psychological profiles) and how these elements are used in […]

Learn More January 10, 2022

3 Lasting Gifts Under $2 for Your Donors

From monthly Apples and Pears to Zoo gift memberships my postal and digital mailboxes are filled with last minute tips for holiday gift giving. All of which got me thinking about gifts every fundraiser should be giving their donors.  I’m not talking about calendars or stuffed animals or tote bags.  Rather consider these essential gifts […]

Learn More December 13, 2021

Chip Craver: A Kindly Presence Dead at 77

My younger brother, Forrest “Chip” Craver, is dead.  He would have turned 78 this week on the 26th.   Covid-related pneumonia got him. Forrest E. Craver, III earned his living as a copywriter and fundraiser.  But he was so much more. Chip was that rare and kindly presence whose outrage at injustice never dimmed, never gave […]

Learn More November 22, 2021

“Only You Can Control Your Future.” [Navigation Chart for Fundraisers Enclosed]

The headline quotation is from the renowned fundraiser, Dr. Seuss. Well, even if he wasn’t a fundraiser Dr. Seuss’ advice is sound.  He’s not alone in warning about grabbing hold of and steering your organization’s destiny , as literally hundreds of Agitator  posts on the subject can attest. Enter the fascinating –and most helpful — […]

Learn More November 3, 2021

The Danger of Mistaking Change for Progress

I’ll never forget the little old lady. Early in my career I called on her to discuss the college’s plan for a new library, hoping she’d become a major contributor. She served tea and little cucumber sandwiches. We chatted amiably and then got down to business. With great enthusiasm I showed her the architect’s schematics, […]

Learn More October 22, 2021

A Win for Old School Economics

Economics has been called the dismal science for decades.  The somewhat newer slight (still decades old) led to the birth of Behavioral Economics whose guardians believe stodgy, old, Econ 101 principles of supply and demand and rational actors making rational cost/benefit choices fails to explain reality. Some of that’s true though the BE truthers out […]

Learn More October 11, 2021

One More Way I’ve Probably Ruined My Kids

The echo chamber is getting louder, we tune out damn near everything that doesn’t match what we already believe and we’re much more likely to distrust anyone not like us. Partisan agreement between spouses was around 60% in the mid 60’s, it’s now closer to 85%.  Pew research shows partisans have few friends from the […]

Learn More September 29, 2021

Fundraising: From Galaxy to Gutter

“Coincidence” is in the eye of the beholder. And coincidentally both my digital inbox and my television set conspired to deliver three visions of different– three distinctly different– channels and approaches to fundraising.  Some lofty.  Some noble.  Some self-serving. Inspired by Inspiration4 Beyond flogging the future of “space tourism” the main goal of SpaceX’s Inspiration4 […]

Learn More September 22, 2021

Are You Creating Pain for Your Donors?

My email inbox is still sore from its Labor Day weekend workout. As predicted a hyperbolic tsunami of email flooded forth from candidates and causes on both ends of the political spectrum.  Failure to respond would result in an end to the world,  a more dangerous and rapid rise in fascism (or socialism), and basically […]

Learn More September 8, 2021

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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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