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Integrated fundraising and marketing

Facebook Giveth…

“Timeo Danaos et dona ferentes” (“I fear the Greeks, even when they bear gifts”) — Virgil, Aeneid Facebook has announced that it is eliminating its five percent transaction fee on donations to nonprofits (personal fundraisers still have a 6.9% + $.30 fee in the US).  In a NY Times piece, donors report it being simple […]

Learn More January 10, 2018

Google Giveth and Google Taketh Away

For those who weren’t reading search engine marketing news over the holidays, instead spending “quality time” with “family” and “friends,” there was an earthquake for nonprofits who use Google Grants. I must preface this with the fact that Google is the only major advertising platform I know of with a program like Google Grants.  Facebook […]

Learn More January 9, 2018

Defend YOUR Internet Freedom. Act Today!

We have very little time to stop Donald Trump and the Republicans in their attempt to restrict American freedom and destroy the Internet as we know it. At stake is nothing less than control of a crucial public resource – the Internet.  The administration’s goal is to hand over control to corporations that will then be able […]

Learn More November 28, 2017

Time To Go To Jail?

It’s been years since I was tear-gassed, arrested and tossed in jail for something worth fighting for.  And the same holds for the leaders of most causes I support. Is that a sign that most nonprofits have become too much a part of the establishment, too much a part of the problem? In short, is it […]

Learn More November 27, 2017

The Las Vegas Massacre And Fundraising

“All I’ve Seen is a Bed and a Doctor Bill” — Loretta Lynn “Your flag decal won’t get you into heaven anymore” — John Prine Stick with me. This musical tour really is about fundraising. No sooner had the last shots blanketed the horrendous carnage in Las Vegas than the fair and balanced folks at […]

Learn More October 10, 2017

Storytelling In The Digital Age

Even though Tom persuaded me to give up working with cave art and stone tablets when we ‘modernized’ the Agitator offices, we’ve never lost interest in the power and importance of storytelling. It’s just that we now have paper and digital bits and bytes for the all-important fundraising task of tale-telling. Over the years we’ve […]

Learn More September 29, 2017

Putting Your Emails In Context

It’s tempting to think fanatize that our donors and donor prospects are hovering over their favorite digital device, eagerly awaiting each and every one of our fundraising messages … and of course ignoring all that other ‘clutter’ sent by others. Of course such vigilance is a fantasy. I’m sure no Agitator readers are mistaken about […]

Learn More September 27, 2017

A Better Alternative To #GivingTuesday

Tom’s already grumping about #GivingTuesday and it’s months away. I’m not a big fan either. But I am blessed with a far gentler, docile disposition. So, in the interest of foregoing a rant and instead give Agitator readers a head start on a better alternative to #GivingTuesday I refer you to a post we ran […]

Learn More September 25, 2017

Electronic Media Use By Generation

The Agitator has given you a healthy dose of information on Millennials so far this week, so we thought we’d broaden our generational coverage with this last post of the week. Nielsen, the gold standard of media measurement, has issued a comprehensive study of electronic media usage by US consumers — The Nielsen Total Audience Report […]

Learn More August 25, 2017

More On Millennials: 6 Ways To Entice Them.

Here’s a follow-up to Tom’s report on the reprieve apparently granted to direct mail by Millennials. The Nonprofit Times in a piece titled 6 Ways to Entice Millennial Donors lists six fundamental steps for attracting Millennial supporters. The report is based on a presentation — “The Donors of Tomorrow: Effective Ways to Engage Young Audiences” — delivered […]

Learn More August 24, 2017

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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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