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Integrated fundraising and marketing

Classy … Or Not?

I rarely comment on fundraising businesses. I get plenty of e-newsletters and read heaps of blogs of such firms, often finding useful pearls of wisdom and, less frequently, hard data on successful fundraising strategies and tactics. These offerings (basically, business lead generators, about which I’m not complaining) provide some basis for separating the wheat from the […]

Learn More December 20, 2016

Are e-News Subscribers Worth The Effort?

Following the U.S. elections, I received tons of emails from groups urging me to subscribe to their action updates, bulletins, latest news, etc. I did. But in doing so I vowed I would track the follow-up of the various organizations to see how well they did in persuading me to do more than simply sign up. […]

Learn More December 13, 2016

Telefundraising Reveals The Pulse

I can’t even remember the last time I read a decent article on telefundraising. Can you? If so, please pass along the link! So I’m thrilled with this excellent piece by Colin Bickley — Can Telefundraising Survive the Cellphone Age? — published in NonProfitPRO. Colin is properly balanced in his analysis, covering the growing hurdles […]

Learn More October 4, 2016

Losing Donors Through Your Donate Page

In The Hidden Cost of Complexity I noted that given a choice, the harder something is to use, the less people will use it. The more difficult something is to read, the fewer people will read it. Our sector spends millions and millions on making things more complex and only a tiny amount understanding how […]

Learn More August 31, 2016

Inspire With Video

Speaking from a fundraising perspective, I love online videos. For many reasons … creativity, often humor, delivery of raw emotion, ‘gotta see it’ urgency, connection. But the bottomline, stats like this from Mobile Cause: 57% of online donors make a gift after watching a video. Crowdfunding pages that are promoted by a video raise 4 times […]

Learn More August 16, 2016

Pokémon Go for Fundraisers

OK, Tom, we’re gonna have to give up Candy Crush and jump into Pokémon Go. “What’s that?”, you say. It’s the latest social media frenzy — a free game app that works on smart phones — that’s been downloaded close to 10 million times in the U.S. alone and has folks of all ages out […]

Learn More July 18, 2016

What Do You Do With An Envelope?

In a recent, reasonably intelligent Adweek article reviewing giving by millennials, Dennis McCarthy at Blackbaud commented: “My 23-year-old son wouldn’t know what to do with an envelope.” I’d say the same about my 22-year-old daughter. Among other handicaps, she doesn’t have a checkbook. But she does have a bank account and manages to shop online, […]

Learn More June 7, 2016

Pressure Builds For Mobile Savvy

More and more, consumers are shopping with their thumbs, both buying outright via smartphones and tablets and performing all the other ‘pre-buy’ tasks associated with making purchases. Here’s some recent survey-based data from Nielsen on the matter. As I’ve complained in the past, it’s a damn shame Nielsen doesn’t recognise making donations as a key […]

Learn More May 19, 2016

New Digital Fundraising Benchmarks

The latest M+R Benchmarks Study was released yesterday, providing a valuable look at trends in the digital fundraising arena. The study is based on an impressive range of 105 participating organizations in eight sectors — mostly large nonprofits like Oxfam America, Planned Parenthood Federation and Humane Society of the US, but including smaller regional/local groups like […]

Learn More April 21, 2016

Video Marketing Ammunition

Still having trouble justifying the use of more video in your online/digital fundraising efforts? Take a look at this white paper and infographic from Brightcove. Sure, they’re in the video marketing biz, but the data cited is not to be sniffed at. Might even convince your boss … and indeed they even suggest the conversation you […]

Learn More March 30, 2016

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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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