• Home
  • Blog Posts
  • Behavioral Science
  • On Demand Webinars
  • Toolbox
  • Archives

Donor retention / loyalty / commitment

Donor Fatigue … Even Angels Get It

Now I’ve heard everything. Donors on Nantucket Island have given enough. They’re all tapped out. There’s hardly a free evening any more … what with all the celebrity cocktail parties to attend. So reports the Cape Cod Times, as cited by Nonprofit Quarterly. Said one beseeched, but well-heeled resident: ““We’re full of angels, but you […]

Learn More July 26, 2013

A Reminder About The Personal Touch

Here’s a curious little study — Post-it Note Persuasion: A Sticky Influence — forwarded to The Agitator by reader Tina Cincotti. In this research project, participants were sent a survey packet and asked to complete the survey. Some packets included an affixed personalized Post-it note. Some packets had no note or other variations. Those receiving […]

Learn More May 13, 2013

Stop Mailing! Don’t Stop Mailing!

Here’s a perennial debate that occurs in nonprofits that are large enough to have separate programs (staffs, bureacracies, silos) for direct response versus major gift solicitation … When should the ‘peanuts’ crew — the staff that generate those $25, $50, $100 contributions — give way to the ‘plums’ people — the major gift officers who […]

Learn More May 3, 2013

High Net Worth Donors Are Normal

According to the Bank of America’s latest survey of high net worth giving (done in conjunction with the Center on Philanthropy at Indiana University), major gift donors are like the rest of us plebeians in one respect … They don’t like to be over-solicited and they don’t like to be asked for the wrong amount (38% […]

Learn More October 31, 2012

Has Your Check Arrived?

I’m not sure there’s any lesson here, but I just can’t resist browsing through lists like this. From the Chronicle of Philanthropy, here’s a list of America’s Top 50 donors in 2011, the amounts given and the lucky charities. These 50 donors gave $10.4 billion … although #1, Margaret Cargill, an heir to the fortune […]

Learn More February 6, 2012

Here’s A Successful Fundraising Event

Awhile back we reported on Seth Godin’s rant against fundraising events. And I confess The Agitator leaned toward Godin’s point of view, though we waffled a bit. That post generated quite a few comments — pro and con. So we feel duty bound to bring you attention to this successful fundraising event — for the […]

Learn More November 3, 2011

The Product Matters

I’m both an opera fan and a commentator on fundraising, so I eagerly read the NY Times article a week or so back on the spectacular recent fundraising success of NewYork’s Metropolitan Opera. The headline flagged that the Met had raised $182 million in donations. This amount was fully 50% more than it had raised […]

Learn More October 21, 2011

Godin Trashes Fundraising Galas

In a recent post titled Gala economics, marketing maven Seth Godin trashes fundraising galas. He argues: “…the gala is actually corrupting. Attendees are usually driven by social and selfish motivations to attend, and thus the philanthropic element of giving–just to give–is removed.” Of course, one could argue that many ‘big checks’ are so-motivated, at least […]

Learn More October 18, 2011

Ridiculous Top 16!

Sorry, I’m in a bad mood today. Probably shouldn’t be writing this post. But Roger promised that we would “shake things up a bit more” this year. So here goes. I opened this recent article in Fundraising Success with great anticipation — 16 Provocative Ideas That Will Raise More Money. Helluva promise. This was supposed […]

Learn More April 4, 2011

My Favorite Fundraising Metrics

I’ve been fiddling around with a list of favorite fundraising metrics … the fewest numbers I would most like to know about my/your donors to judge my/your direct marketing fundraising performance. Or the performance of our consultants, for that matter. How about this list … 1. Current net cost per new donor, by acquisition media […]

Learn More March 21, 2011

<< 1 2 3 4 5 6 7 8 9 10 11 12 13 14 >>

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 […]

    Read Full Answer

    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 […]

    Read Full Answer

    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 – […]

    Read Full Answer

    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 […]

    Read Full Answer

    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 […]

    Read Full Answer

    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 […]

    Read Full Answer

    The Agitator Tool Box

    Ideas, applications, tools, processes, and case studies of break-through solutions in fundraising, including:



      • © Copyright 2005 - 2025, The Agitator. All Rights Reserved.
      • About Us
      • Privacy Policy
      • Sitemap
      • RSS Feed
      • We welcome your feedback!