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What? Is Roger Wrong?!

Roger wrote last week about the new ‘opt in’ criterion being used by Charity Navigator to qualify nonprofits for its full blessing. His bottom line: “Here at The Agitator we’d advise you to not waste any energy or concern on this latest from Charity Navigator for the simple reason they really don’t matter. At least not when it […]

Learn More February 24, 2015

Videos Boost E-Purchases. And Donations?

One item on my short ‘To do’ list for 2015 was mastering the use of online video. Here are some recent studies indicating why that is important. The first is from Liveclicker, an e-commerce firm whose clients generate more than 12.5 million video plays per quarter. In a survey of their clients, 88% reported an […]

Learn More February 10, 2015

Off To A Flying Start

I can think of two ways to get off to a flying start with your 2015 fundraising. The first is actually to end 2014 in spectacular style. I shouldn’t need to pump you up. You already know how big a month December will be to your annual revenue. Indeed, 10% of all U.S. donations happen […]

Learn More December 2, 2014

Need Inspiration: Go To SOFII

Every fundraiser worth their salt should be monitoring their competition — other nonprofits operating in the same (or related) mission space. It’s a pretty safe bet that your donors are at least occasionally reading their stuff. Maybe it’s more inspiring. More creatively presented. Better marketed from a tactical standpoint. Really, you should be aware. Watch […]

Learn More November 7, 2014

Ring! Ring! Telemarketing Mysteries And Case Studies

If there ever there were a medium where nonprofits consistently get it wrong it’s telemarketing. In my experience no medium, short of a personal visit, is as powerful. IF … used correctly, which unfortunately is seldom the case. CEOs and boards generally hate telemarketing. Adding to the dilemma is the fact that few fundraisers understand […]

Learn More October 1, 2014

Want To Improve Your Digital And Multi-Channel Fundraising?

Justin Perkins is senior director of brand engagement with Care2 and is founder of Care2’s digital marketing advice blog frogloop.com. He recently wrote an excellent piece in The NonProfit Times, titled: 5 Guidelines For Improving Your Digital And Multi-Channel Marketing. His bottom line … “Email still drives the most significant portion of online fundraising. Methodical, […]

Learn More August 6, 2014

Advice From UNICEF, Red Cross, Habitat

Marketing honchos from three of the nonprofit mega-brands made some interesting observations that were buried in DM News’ Outlook 2007 edition. From Habitat’s Tim Daugherty: “[We] are realizing the importance of leveraging online giving in a much more integrated fashion … It is no longer acceptable to treat all of your donors in the same […]

Learn More January 9, 2007

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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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