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Board Meeting Swipe File

“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

Supercharge Your Giving Tuesday

With Giving Tuesday ( November 30) on your near-term planning horizon I’m hoping you’ll choose to think once, twice and even thrice before dipping into the Giving Tuesday Sea of Sameness by offering up one more of the hundreds of matching gift offers that will be indiscriminately dumped on donors. For starters I recommend you […]

Learn More October 15, 2021

What’s On Your Envelope: Teaser? No Teaser? Both?

In direct mail the outer envelope—the carrier—has only one purpose. To get ripped open. The other day I received an announcement of a direct mail course offered by Tom Ahern,  one of the best copywriters in our sector.  His headline graphic perfectly raises the question every great copywriter often spends hours answering: “What intriguing thing […]

Learn More October 1, 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

Past Behavior Predicts Future Behavior – Who Cares?

This post’s title largely summarizes my view.  Past giving predicts future giving and so begins the circular logic of donor understanding.  It’s akin to noting that someone is on time because they tend to be punctual. Knowing that past behavior predicts future behavior can make you more efficient but you can efficient your way out […]

Learn More August 30, 2021

Standing on the Shoulders of Giants

Back in May we previewed Ken Burnett’s new book,  The Essence of Campaigning Fundraising in 52 Exhibits and 199 Web Links —likely to become another Ken classic. Of course, we’re prejudiced because The Agitator played a small part in the book’s preparation. Roger wrote the Foreword, and some Agitator posts were linked as commentary on […]

Learn More July 21, 2021

A “Winning”Test

Would you consider sending the same ask to the same person in the same time period but through two different channels? This technique is sometimes employed with emails that match the direct mail message and are timed to coincide with arrival in the physical mailbox. We tested the same notion but with a request for […]

Learn More June 4, 2021

Double Good News

Good news.  In fact, I bring you DOUBLE GOOD NEWS. ONE.  Just as he did 30 years ago with his revolutionary Relationship Fundraising: A Donor-Based Approach to the Business of Raising Money, Ken Burnett has once again delivered a wealth of advice.  This time in the form of advice-by-classic examples. Ken’s new book The essence […]

Learn More May 21, 2021

Seize This Moment

The M+R 2021 Benchmark Study is now out.  And it’s a winner.  In fact, it carries news of lots of winners in the pandemic year of 2020. I hope you’ll read the entire report packed with charts and editorial insightful commentary covering digital advertising , email messaging, text messaging and peer to peer, email metrics, […]

Learn More May 19, 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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