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Breaking Out of the Status Quo

A Better Alternative To #GivingTuesday

Tom’s already grumping about #GivingTuesday and it’s months away. I’m not a big fan either. But I am blessed with a far gentler, docile disposition. So, in the interest of foregoing a rant and instead give Agitator readers a head start on a better alternative to #GivingTuesday I refer you to a post we ran […]

Learn More September 25, 2017

Monthly Giving Part 3- The Great Recordkeeping and Payment Processing Barrier

There’s no question that solid recordkeeping and donor processing systems form an essential foundation for successful monthly giving programs. And, given today’s ready availability of off-the-shelf CRM software and flexible payment processors much-feared complexity of managing monthly giving programs is no longer a valid excuse for jumping in. Before I get to some of options […]

Learn More September 1, 2017

Monthly Giving Part 2- Setting Goals and Getting Started

My intention in this series is not to provide a detailed “how to” for building a monthly giving program.  Rather, the goal is to point you to resources I believe will prove of help and value. Here goes. Setting Goals.  When it comes to setting goals for a start-up monthly giving program keep it simple. […]

Learn More August 31, 2017

More On Millennials: 6 Ways To Entice Them.

Here’s a follow-up to Tom’s report on the reprieve apparently granted to direct mail by Millennials. The Nonprofit Times in a piece titled 6 Ways to Entice Millennial Donors lists six fundamental steps for attracting Millennial supporters. The report is based on a presentation — “The Donors of Tomorrow: Effective Ways to Engage Young Audiences” — delivered […]

Learn More August 24, 2017

Whew! The Mail Lives.

I saw two surveys today that reassure me that old-fashioned mail, my favorite medium, will probably outlive me. The first has no relevance to fundraising, but does shed some light on people who follow local issues and politics. The regional council on which I serve recently conducted a random survey of constituents which found that the […]

Learn More August 23, 2017

Nazis. War. Hurricanes. Famine. Google Gold.

With Charlottesville a recent and painful memory, the U.S. hurricane season right around the corner, and heaven only knows what other natural or man-made disasters lying just ahead, potential donors, credit cards in hand are poised to ’emergency donate’. If your organization works in a space given to rage, disaster relief, or any number of […]

Learn More August 22, 2017

Can You ‘Hatch’ A Multi-Channel Donor?

I hope you read Roger’s post Monday — 3 Truths And 1 Lie — comparing online and offline donors, and discussing some of the myths involved. And further, I hope you read the analysis by Steve MacLaughlin on which Roger relied. What their analysis confirms is that multi-channel donors — those giving both online and […]

Learn More July 11, 2017

3 Truths And 1 Lie About Online And Offline Donors

Do you really understand the difference between online and offline donors? I sure hope so because there are lots of myths and tribal misinformation floating around out there. Without knowing which beliefs are true and which are false your organization could be shooting itself in the foot — online and off. Steve MacLaughlin, Blackbaud’s VP […]

Learn More July 10, 2017

Beware of Vanity Metrics

In Is Your Website Driving Away Your Best Folks? I warned of the danger relying on ‘vanity metrics’ like ‘page views’ or ‘time on site’. In fact, the use of ‘vanity metrics’ is problematic in our trade far beyond the online world. So, I thought it would be helpful to cover the ‘metrics’ topic in more […]

Learn More June 28, 2017

Special Videos for YOU.

Tom’s 127 Facts About Video Marketing last week inspired me to reprise some of my favorite videos that we’ve used in Agitator posts. So, for your  viewing (and reading) pleasure here are three re-runs worth your time because I think each makes a helpful point.  Each of the posts below contains text which the video illustrates. […]

Learn More June 27, 2017

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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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