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Communications

Ask The One Who Matters Most

We were more than a little surprised — and very pleased — that 331 folks registered for the Agitator/DonorVoice/SOFII webinar on reducing F2F attrition in the first 90 days. Even if you’re not into the Face-T0-Face channel I recommend you download or view the recording of the presentation, because there are some valuable insights for […]

Learn More April 14, 2016

Make Your Donors Feel Awesome

Last week both Tom and I dealt with the issue of ‘consistency’. My post Yawning All the Way to the Bank  emphasized the importance of being consistent as follows: Do Not abandon proven channels like direct mail in favor of the unknown or unproven. (And, of course, at the same time staying alert to new […]

Learn More April 4, 2016

Radar for Attrition

The loss of donors — especially newly acquired donors — is silent and deadly. There’s no screaming or shouting. No door slamming. Seldom any advance notice. One day they’re just gone. This is why it’s so important to discover, before the donor quits, which of the experiences you’re providing are seen as positive or negative. […]

Learn More March 28, 2016

Does The Agitator Have A Split Personality?

Or more properly, does The Agitator suffer from dissociative identity disorder? Yesterday, in Yawning All The Way To The Bank, Roger wrote persuasively on the importance of fundraisers NOT chasing the latest ‘shiny new thing’. Indeed, he made the case for being boring, particularly with respect to consistency of message. Communications whiz Tom Ahern picked up […]

Learn More March 25, 2016

How To Reduce F2F Attrition In The First 90 Days

Make no mistake. The current F2F model is greatly flawed — and in some places horribly broken. Where once the approach of street fundraisers was eagerly received by the public, today’s solicitors are often tagged ‘chuggers’ and public acceptance is on par with that generally accorded muggers. It doesn’t have to be that way. It’s […]

Learn More March 22, 2016

The Donor And The CIO

Thanks to NonProfit Pro, I was pointed to an article in CIO describing the efforts of the American Cancer Society to develop a 360-degree view of its supporting individuals, be they relay-fundraisers, donors, caregivers and/or survivors. The ‘and/or’ goes to the nub of the matter, as individuals relate to ACS in a variety of capacities […]

Learn More March 21, 2016

Fundraising Change Is Like Climate Change

The greatest fallacy in nonprofit thinking is that maintaining the ‘status quo’ is the least risky of all strategic options. In fact, in this era of rapid change and shifting demographics there is almost nothing as risky as sticking with the status quo. Most fundraisers — even the most sophisticated among us — intellectually recognize […]

Learn More March 15, 2016

Audubon en Español

Whenever we see a US nonprofit doing something special to address the huge potential Hispanic audience, The Agitator likes to draw attention to it. So today, ‘felicitaciones’ to the National Audubon Society. According to Pew Research, about 36 million people in the US speak Spanish at home. Recognising that, as reported by NiemanLabs, Audubon is translating into Spanish many […]

Learn More March 14, 2016

Swiss Army Knife for Online Fundraisers

Here’s a healthy, helpful and constructive way to spend part of your weekend. M+R, the online fundraising, campaigning and marketing firm, is offering up a terrific online resource called the Toolshed where you can spend productive time while avoiding weekend chores. Assuming, like some editors of The Agitator, you’re into household chore avoidance, why not […]

Learn More March 11, 2016

Fundraisers … Grade Your Website

I confess. I’m no techie. My sweet spot is more in analyzing data and issues. So when it comes to websites, I focus on content and engagement yields. I know little about what’s ‘behind the curtain’. I do know that I want my sites to be responsive-designed, to be fast loading, to reflect user-friendly best […]

Learn More March 10, 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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