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Dark Brandon Launches $2 Billion Campaign

A week ago President Biden officially launched his 2024 re-election bid with a web video recapping a busy two years of action and threats, and an online fundraising blitz. The blastoff was intended to squelch speculation that Biden wouldn’t run again,  and start the process of raising tons of money. So how did it do? […]

Learn More May 3, 2023

People With Less Free Time Volunteer More?

I’ve always heard the cash or time trope.  Hell, I’ve said it. People give of time or treasure depending on which resource they have more of.  Makes perfect sense except there’s little evidence beyond the anecdotal to support it. A German research study examines the impact of income and life’s other competing interests on discretionary […]

Learn More October 26, 2022

Subjective or Objective Knowledge?

Donors will only give and keep giving if they feel competent. In short, “If I don’t understand your cause or how you fix problems I won’t give.” But what matters more? The donor’s objective knowledge of your cause and how you fix problems,  or the donor’s subjective knowledge? Charities often try to explain and give […]

Learn More March 15, 2021

Do Rich Donors Differ from Not-Rich Donors? From “Middle”-Rich Donors?

Do people writing four figure checks (i.e. $1,000 to $9,999) have different needs from those donating $20 or those moving the comma and decimal point to the right for an even larger gift? What about the “high touch package to create an elevated donor experience” for the four-figure check group?  This is a recommendation in […]

Learn More February 24, 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

Donor Advised Funds: Are You Missing Out?

A year ago in The $110 Billion Treasure Trove for Nonprofits the Agitator alerted readers to the immense potential of Donor-Advised Funds (DAFs). Here’s how Nick described this treasure trove: “Take a football field. Cover it to a depth of nine inches with $100 bills.  That’s $110 billion.” Today, one year later, that amount has […]

Learn More April 17, 2020

Stop Toilet Paper Hoarding. Start Empowering Your Donors.

Everyone has an opinion and advice on what to do about the Coronavirus Pandemic.  Even ISIS has weighed in, warning its followers to stay away from Europe so they don’t get infected. Here at The Agitator we’re focused on the effects the pandemic will have on fundraising in hopes we can offer some helpful insights, […]

Learn More March 16, 2020

Buy Nick’s Book

Nick has written a practical, helpful, and, yes, fun-to-read book on surviving the complex calamity of diminishing donor numbers, clogged acquisition channels and diminishing retention. It’s titled: The New Nonprofit: Six Models to Raise More Money and Accomplish More Mission.  It’s just been released and is ready for your order! I’ve read the book four times […]

Learn More August 22, 2019

The Donor Upgrade Conundrum

Every day on her way to work, a woman walks by the same bagel stand run by a guy who is clearly selling these bagels to survive.  So every day, that woman drops a dollar in the mug and leaves without asking for a bagel. One day, she feels a tug on her sleeve as […]

Learn More July 8, 2019

Revolutionary Fundraising

On July 4th we Americans will celebrate our Independence Day, called such because Amxit is a mouthful. I wanted to focus on the fundraisers – as ever, the real unsung heroes of the revolution.  The techniques and the situation may sound very modern… Urgent need.  In 1780, the Continental Army surrendered Charleston to the British […]

Learn More July 3, 2019

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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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