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Communications

Charity Videos Get Viewed

Yesterday I wrote about the march of online video into the media repertoire of mainstream America. Basically, everybody watches them, and an impressive and growing percentage of us originate our own video content and post it on the web … even if it’s just marking a friend’s wedding or our dog’s best trick. Ace fundraiser […]

Learn More October 22, 2013

Bad News From Breaking Bad

You’ve heard the old chestnut: ‘No publicity is bad publicity’. Well, the folks at the National Cancer Coalition are re-thinking that one! This ‘charity’ was recently listed as #21 on the “America’s Worst Charities” rankings by the Tampa Bay Times and The Center for Investigative Reporting. OK, by any definition, that’s not good publicity. But […]

Learn More August 23, 2013

Google This!

Enter the terms ‘donor’ and ‘digital’ into Google and you get 13,600,000 results. Yesterday Google itself added to the searchable research pile on donors’ digital behavior. In a study titled The Path to Donation (download summary here), Google and the market researchers from MillwardBrown Digital revealed that donor research leading up to year-end giving starts […]

Learn More August 22, 2013

Does Mobile Matter To Fundraisers?

If you’re an online fundraiser, it sure better! Mobile phones and tablets now account for 41% of all email opens in the US, up from 27% a year ago, according to this study from eMarketer. Epsilon goes further, and says that for most of their clients, mobile now accounts for 60% or more of opens. […]

Learn More August 15, 2013

Seniors Go Social, But Don’t Hyperventilate

The latest report from Pew Research says 72% of online adults are using social network sites. But perhaps most striking, those ages 65 and older have roughly tripled their presence on social sites in the last four years — from 13% in 2009 to 43% now. That’s good news. It means there’s another channel through […]

Learn More August 8, 2013

With A 9-Person Social Media Team, They Better Get It Right!

Would you associate AARP, the voice of America’s 50+ population, with adroit use of social media? If not, think again. AARP has some 80 Facebook pages with over a million fans, an active presence on YouTube and Twitter, and a “toehold” in about 15 other online platforms. Of course, if you have a nine-person team […]

Learn More July 22, 2013

What’s Missing On Your Website?

The Chronicle of Philanthropy just published this great article, 75% of Young Donors Turned Off by Out-of-Date Web Sites, describing what motivates people in their 20s and 30s to donate, and what their giving preferences are. A heap of stats, in the report — the 2013 Millenial Impact Report — sponsored by the Case Foundation […]

Learn More July 19, 2013

Riding History’s Wave

This week, while most of the world focused on The Guardian’s bombshell reports on Edward Snowden, the former U.S. intelligence officer turned whistleblower, The Agitator turned to The Guardian for news of real interest to our readers. With just 7 days remaining before we go behind The Wall – the paywall – The Guardian confirms […]

Learn More June 22, 2013

The Agitator Wall Update: We Confess!

In the interest of full transparency with our Agitator readers, we have a confession to make. We are watching you! Using technology developed at AOL, we have been studying your facial and emotional reactions to The Agitator’s paywall proposition, as recorded without your knowledge via the webcam on your computer. The technology is described here. […]

Learn More June 15, 2013

Three Reports To Note

A few reports have accumulated on my desktop that I’d like to pass along for weekend browsing. First, especially for our UK readers, but with trend data all email fundraisers might be interested in, here’s the National Client Email Report 2013 from the Direct Marketing Association UK on email marketing in the UK. Notably, B2C […]

Learn More June 7, 2013

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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

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