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Communications

Fundraising Common Sense

Tom and I are always grateful for Comments by fellow Agitators and we weren’t disappointed to the remarks triggered by the post on the 2015 Fundraising Effectiveness Project Report. All the insights were terrific, but I was particularly struck by Michael Rosen’s  comment on how quickly some folks seem to dismiss the importance and skill required […]

Learn More October 5, 2015

2015 Fundraising Effectiveness Report: Read It and Weep

The AFP/Urban Institute’s 2015 Fundraising Effectiveness Project Report (FEP) is now out. The results are nothing short of depressing. Bottom-line results in terms of donors and dollars for 2014, the period covered by the Report: Every 100 donors gained in 2014 was offset by 103 in lost donors through attrition. A net loss in donors of […]

Learn More October 2, 2015

Avoiding Regulatory Blunders

Last week, in The U.K.’s New Fundraising Sheriff,  I noted the failure of UK fundraisers and The Institute of Fundraising at self-regulation. That failure has now led to proposals for greater government intervention and the as-yet-unknown imposition of new rules that may prove difficult and even unwise. One thing is certain. This is no time for the […]

Learn More September 28, 2015

The U.K.’s New Fundraising Sheriff

Self-regulation of fundraising went down the tubes this week in the U.K., and the nonprofit sector has no one to blame but itself. A review commissioned by the government following a media exposé of pressurized fundraising tactics used by some charities (see Agitator here, and here) concluded that the self-regulatory Fundraising Standards Board (FRSB) had been […]

Learn More September 24, 2015

Are We Getting Any Better?

In a recent column, the editor of Direct Marketing News, Ginger Conlon, delivered an inspiring pitch on behalf of direct marketing. She spoke of direct marketers being able to ‘out market’ the competition by “using data to gain a unique understanding of customers that will allow marketers to drive evangelism, purchasing, and loyalty—to predict their […]

Learn More September 15, 2015

Striking Back

I love it when a nonprofit vigorously stands up for its friends and strikes back at its opponents. Not much room for wimpish go-along-to-get-along behavior in The Agitator’s world. And so it was with delight that I read the news release from The Humane Society of the United States (HSUS) noting that attacks by its nemesis […]

Learn More September 14, 2015

Preparing for Your 6 Minutes

Amidst the continuing headlines — New Shame of the Charities and Charities to ban bullying of donors — fundraising in the U.K. continues to be buffeted between media outrage and an all-to-ready willingness to cave into ‘regulation‘ in hopes it will all go away. Fortunately, some veteran voices are offering a helpful dose of perspective and calm. None more […]

Learn More September 8, 2015

Upward Fundraising Trend Continues

On Monday Tom summarized Pamela Barden’s Fundraising Wellness Check to help you glide more smoothly into the final third of 2015 and begin preparing for 2016. Today, in a nutshell, The Agitator gives The Atlas Of Giving’s  forecast for the balance of 2015. Through July 2015 the first half U.S. charitable giving has been exceptionally (and unexpectedly) […]

Learn More September 2, 2015

Don’t Forget the Port-A-Potty

The Agitator pays little attention to event fundraising. Probably it’s because Tom and I are a bit past our prime marathon days. Additionally, for the fancier events we long ago exchanged our too-tight tuxedos for ‘relaxed fit’ jeans. Or truth be told, maybe it’s because we have absolutely no expertise in this area. Whatever the reason, […]

Learn More August 26, 2015

Sleeping Fundraising Giant Awakens

What advice would you give to Chinese fundraisers intent converting the world’s largest middle class into donors? That was Ken Burnett’s assignment at the First China Fundraising Conference in Beijing last month. The Conference, sponsored by the newly formed China Association of Fundraising Professionals (CAFP) and supported by four major foundations, aimed at putting increased […]

Learn More August 24, 2015

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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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