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Communications

Internet Gains As Preferred Source Of Political News

Two reports were issued amidst the pre-election buzz that deserve the attention of nonprofit communicators, especially those working in advocacy organizations. The first study, from Pew Research Center, shows that the internet now surpasses all media except television as a preferred source for political news. A big jump from 2004. And what is really striking […]

Learn More December 11, 2008

AGITATOR WEEKEND: Fundraising Countdown

The Agitator’s Week In Review. It’s countdown time. 72 hours ’til Election Day. 1,464 hours ’til the account books close on December 31. And while the pollsters (or at least most of them) are predicting an Obama victory it’s not nearly as clear how fundraisers will fare in the final 61 days to year’s end. […]

Learn More November 1, 2008

YouTube Wins 2008 Election!

So declare Andrew Rasiej and Micah Sifry (founders of the influential TechPresident) in this article on Politico. I agree.First they provide some context:“In the 60 years that the top three TV networks have been broadcasting, they have produced about 1.5 million hours of content — assuming, for argument’s sake, that they have been broadcasting 24 […]

Learn More October 22, 2008

Where do voters go after the debates?

To YouTube of course, to see who won!From AdAge, here’s a fascinating account of campaign use of online video by Obama and McCain. Obama has been posting on YouTube and elsewhere since the beginning of primaries, sometimes a dozen videos a day chronicling his appearances. In September, Obama’s online videos received 12.9 million views, compared […]

Learn More October 8, 2008

AGITATOR WEEKEND: Online Fundraising Bonus

The Agitator’s Week in Review. This was a week that began and ended with drama and suspense. In Washington, D.C. “The Bailout” which went down in flames on Monday rose from the ashes on Friday amidst a torrent of fear and loathing on Main Street. In between, in St. Louis, millions glued their attention to […]

Learn More October 4, 2008

Is Email Dead? Or Just Dying?

Just when online fundraisers are beginning to get a handle on email fundraising (testing customization, subject lines, etc), a new challenge is raising its head.Large numbers of netizens are abandoning their traditional email and choosing instead to message directly via their social networking sites. It’s like having cell phone users disappearing from your outbound telemarketing […]

Learn More October 2, 2008

Failing Grade In Political Intelligence

This recent survey by the Pew Research Center has found that of the 44% of the public that goes online regularly at work, 70% check the news through the day.But what news are they following?Observes Pew:“The quest for news at work might come as a surprise in the face of findings about the public’s news […]

Learn More September 23, 2008

AGITATOR WEEKEND: Ambient Awareness and Much, Much More

The Agitator’s Week In Review.  This week the U.S. marked the 7th anniversary of 9/11 … in a huge tunnel under Geneva the biggest science project –10,000 scientists and $10 billion – got underway in an attempt to understand the secrets of the universe by recreating the moments just after the Big Bang … the […]

Learn More September 13, 2008

Welcome To Mobile Marketing

Plain old email marketing not sexy enough for you? Bored with your nonprofit’s Facebook page? Really want to be on the marketing front edge?Then mobile marketing is for you! Whether it’s for any of your core constituency, today, is another matter entirely.Still, it’s always fun to get a glimpse of the future — the return […]

Learn More September 11, 2008

Making Effective Use of Social Media Tools

Yesterday, Tom posted on the broad sociological insights emerging around online social media. Today, here’s a glimpse of these tools at work right now. With Hurricanes Gustav and Hanna now behind us and with Hurricane Ike on the way, the websites of groups like the American Red Cross, Habitat for Humanity, Catholic Relief Services, and […]

Learn More September 9, 2008

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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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