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Communications

Resources Required To Social Network

Want to give your nonprofit an presence on Facebook, MySpace, YouTube, Twitter, etc, etc, etc? Just find yourself a nerdy young intern? No way, says nonprofit marketing consultant Michael Puican in this article from the Philanthropy Journal. Here’s what he says you need, human resource-wise, if you’re serious … Two hours a day (10 hours […]

Learn More August 14, 2008

Want To Test Mobile Marketing?

If your “R&D budget” permits, and reaching younger people is important to your marketing goals, you might want to enlist in this program. The DMA’s Nonprofit Federation, partnering with mobile marketing firm, Mobile Cause, is launching a pilot program next month for which you can apply. Looks like an opportunity to try text messaging for […]

Learn More January 16, 2008

Update: Verizon Hits Redial … Damn!

The only thing we like less than a company that screws up big time, is one that has the sense to reverse course before their roof caves in! Just as we were licking our chops, relishing the spectacle of a few hundred thousand cell phone customers canceling their Verizon Wireless service to protest the idiotic […]

Learn More September 30, 2007

Cell Phone Users, Unite!

In his recent piece in the Stanford Social Innovation Review, Peter Manzo urged issue advocates to make better use of cell phones as a tool for citizen engagement. (He also took the US telecommunications biz to task for lagging behind the rest of the world in providing state of the art services.) He concluded: “To […]

Learn More September 28, 2007

Mobile Advocacy

Today we're happy to introduce Katrin Verclas as a new Guest Agitator. Katrin runs the Nonprofit Technology Network (NTEN), the membership organization of nonprofit pros who use technology to advance causes. She also coordinates and writes for MobileActive.org, a network of actvists using mobile phones for citizen engagement. While we've invited Katrin to write about […]

Learn More March 19, 2007

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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

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



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