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Behavioral Science Posts

Give Your Supporters a Break

Breaks are necessary for our sanity and productivity. Not exactly a breakthrough statement. Yet, we rarely follow that advice. How many back-to-back calls did you have this week? Can you remember how you felt after the last one? In a recent study, Microsoft examined the effects of back-to-back video calls on stress, and engagement. They […]

Learn More April 30, 2021

Bernie’s Magic Mittens and Abusing Your Donor

One of the light and bright photo by-products of the horrid trifecta of January events in Washington, D.C. – Insurrection, Impeachment, Inauguration—was the terrific photo of Senator Bernie Sanders seated at the Inauguration swathed in parka and hand-knit mittens. Of course it didn’t take long before that photo was transformed into an endless stream of mostly […]

Learn More February 1, 2021

How To Write a Case for Support in One Week

Surprisingly few fundraisers –and boards, and CEOs and Comms directors—truly understand the difference between a Mission Statement: “Why we do what we do?” …a Vision Statement: “How things will be better.” …and a Case Statement: “Why should the donor care?” So, it’s not surprising that Tom Ahern on the first page of the first chapter […]

Learn More October 30, 2020

Need More Sustainers?

How about Telemarketing?   More people are answering their phones these days.  Contact rates are up. But, it takes more than contacts for TM success, especially if TM success is considered to be more than just conversion rates. You know you need to deliver Lifetime Value. DVCalling, the telemarketing arm of DVCanvass (and sister company to […]

Learn More October 2, 2020

Should You Put the Next Dollar on Brand Building or Direct Response?

The answer is $.60 on brand, $.40 on direct response. Why? Because, as the curve below shows, that  60:40 split produces the optimum long-term benefit. The most financially beneficial, long-term effects are about growth, defined as profit and market share, not volume growth which is often a short-term activity delivering little to no improvement in […]

Learn More September 21, 2020

Seize This Digital Day

The Agitator firmly believes that as the economic and psychological pandemic fallout grows deeper and darker, so grows the need for greater and greater understanding and use of evidence-based testing and research. This is especially true in all things digital.   If ever there were a time for disciplined testing, reporting and sharing of online fundraising […]

Learn More September 18, 2020

Let Freedom Ring

The splendid and vile sides of America’s polarized politics were both on full display yesterday. As moving tributes to U.S. Representative John R. Lewis, the civil rights icon most closely associated with voting rights, were delivered at his funeral in Atlanta,  Donald Trump issued a contemptible and foreboding Tweet suggesting the U.S. “Delay the Election […]

Learn More July 31, 2020

Constantly Mailing Your ‘Best’ Donors Can Make Them Your ‘Worst’

It is inarguable that increasing the number of mailings increases current demand/responses.  Send out more mail, get more demand/responses. But, this decision making behind “mail more, make more” lives in the short-term.  We estimate the probability (usually crudely with RFM business rules) that a donor will give and then include them or not.  Because the selection […]

Learn More June 8, 2020

8 Key Steps for Turning Data into Fundraising Information

Editor’s Note: More and more organizations are using a variety of software applications to meet their fundraising and activist needs.  Perhaps a CRM for the main database of record, then a digital application for advocacy, another for social media, an additional one for major gifts and yet another for events.   All too often this mashup of  software […]

Learn More March 9, 2020

Are Bad Designers Killing Your Fundraising?

Most of my 56 years in the fundraising trade have been devoured as a copywriter. Thousands of appeals, millions of words –all aimed at countering right-wing zealots… saving whales, seas, trees and seals… freeing political prisoners, building houses, promoting or opposing politicians… and battling for human dignity. Consequently, as editor of The Agitator I’m fascinated […]

Learn More March 6, 2020

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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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