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Communications

Online Video Soars

Here’s the latest report on online video use from Pew Internet Project. As the charts below indicate, 62% of U.S. online adults have watched online video. Amongst those with broadband access, that figure is 69%, with nearly one-in-four watching in any given day. Online video watching significantly exceeds use of online social media, our  lead […]

Learn More August 7, 2009

Engagement = $$

Here is ENGAGEMENTdb, a study of the top 100 global brands (as rated by Business Week/Interbrand) and their use of social media, done by two firms that specialize in the space, Wetpaint and Altimeter Group. I’ll jump right to the conclusion: "… the most valuable brands in the world are experiencing a direct correlation between […]

Learn More August 3, 2009

Is Your Fundraising News-Driven?

For some nonprofits, fundraising can be quite sensitive to the headlines … a natural disaster here, a Supreme Court nomination there. I once had a client castigate me, rightfully, for "sitting on" an urgent appeal opportunity until Monday, triggered by an event that occurred the previous Saturday (this is pre-Internet, I’ll say in meekest of […]

Learn More July 31, 2009

Duh, Why Didn’t I Think Of That?

Need some out-of-the-box fundraising advice? It’s summertime … you must have some interns lying about … ask them! As reported by Forbes, Morgan Stanley’s media research department recently asked one of its 15-year-old interns to write a paper describing his generation’s media habits. The memo bluntly said: We won’t pay for any online content We […]

Learn More July 17, 2009

3 Minutes To Tell Your Story Online

Illustrating the point we made yesterday about the impact of increased broadband (i.e., high speed) internet access, comScore has released the latest monthly figures (April ’09) re online video viewing. Key points: An impressive 79% of the total U.S. Internet audience viewed online video; That translates to nearly 152 million U.S. Internet users watching an […]

Learn More June 25, 2009

Broadband Growth Equals Opportunity

The Pew Internet Project has released new figures on home broadband penetration in the U.S. Their key observation is that broadband penetration is increasing most dramatically in population segments that have traditionally lagged — older Americans, lower income households and rural residents. For example, between May 2008 and April 2009: Broadband usage among adults ages […]

Learn More June 24, 2009

More On Website Usability Testing

Last week, The Agitator extolled the virtues of usability testing for nonprofit websites, specifically with regard to online fundraising effectiveness. Our inspiration was a substantial study with this focus by Jakob Nielsen, the guru of web design. In case you need further convincing, here’s how two of our readers responded: From Jay Love, eTapestry: "Tom, […]

Learn More June 23, 2009

US Govt Buys Twitter, Facebook!

Breaking news from reliable Agitator sources … Realising that social nets like Twitter and Facebook have yet to establish a viable business model, but are essential for promoting democracy (at least abroad), the US Government has decided to purchase the two networks outright. Said President Obama: "We would have preferred to see that users of […]

Learn More June 19, 2009

Twitter: Not Just For Revolutions

Happy to hand the megaphone today to Guest Agitator Janice Christensen, for her thoughts on the powerful mobilizing — and through that, fundraising — role of Twitter. Janice is the former Director of Campaigns of Amnesty International USA, a board member of the Torture Abolition and Survivors Support Coalition (TASSC) and a principal in DonorTrends. […]

Learn More June 18, 2009

Online Donations: Usability Testing

Many thanks to Abny Santicola at Fundraising Success mag for pointing us to the latest usability testing on nonprofit websites by design guru Jakob Nielsen. Nielsen is the best at this. His methodology is to observe in realtime how visitors actually use websites, read e-newsletters, etc. I wish there were a Nielsen of direct mail […]

Learn More June 17, 2009

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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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