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Demographics

Facebook Cancels Jesus, Judaism, Tucker Carlson, Rachael Maddow and God

To paraphrase Winston Churchill, “Facebook is the worst social media platform for marketing and fundraising except for all the others.” Make no mistake.  Facebook is  the world’s biggest fishing pond for fundraisers and marketers. Ignore it at your peril.  Use it at your peril. Anyone reading this who has ever done any fundraising or marketing […]

Learn More February 16, 2022

The High Cost of Sacred Cows

Let’s make a wager.  I’m betting there’s no more than one out of every 1,000 disease or health care nonprofits in the world with the guts or leadership to follow the process I’m about to outline. It’s donor-centric but also so very, very counterintuitive to what most organizations would—but should—do. I’m certain (sadly) that my […]

Learn More January 28, 2022

Great Guides to Storytelling

As Kevin noted in The Best Story Wins smart fundraisers pay serious attention to storytelling for the simple reason that better stories raise more money. Fine writing  and Great Story Telling has always been in short supply in fundraising, particularly in these days of too many e-mails, too much Twitter and such.  EVEN WORSE … […]

Learn More January 21, 2022

“Only You Can Control Your Future.” [Navigation Chart for Fundraisers Enclosed]

The headline quotation is from the renowned fundraiser, Dr. Seuss. Well, even if he wasn’t a fundraiser Dr. Seuss’ advice is sound.  He’s not alone in warning about grabbing hold of and steering your organization’s destiny , as literally hundreds of Agitator  posts on the subject can attest. Enter the fascinating –and most helpful — […]

Learn More November 3, 2021

Brain Dead Fundraising

If Kevin had doubts about the quality of HP’s request for feedback on printer cartridges, he’d love what landed in my inbox. “Brain dead!”  That’s how one of the best fundraisers I know described a digital appeal he received from the Democratic National Committee and forwarded to the Agitator . For those of us continually […]

Learn More September 27, 2021

Fundraising: From Galaxy to Gutter

“Coincidence” is in the eye of the beholder. And coincidentally both my digital inbox and my television set conspired to deliver three visions of different– three distinctly different– channels and approaches to fundraising.  Some lofty.  Some noble.  Some self-serving. Inspired by Inspiration4 Beyond flogging the future of “space tourism” the main goal of SpaceX’s Inspiration4 […]

Learn More September 22, 2021

Are You Creating Pain for Your Donors?

My email inbox is still sore from its Labor Day weekend workout. As predicted a hyperbolic tsunami of email flooded forth from candidates and causes on both ends of the political spectrum.  Failure to respond would result in an end to the world,  a more dangerous and rapid rise in fascism (or socialism), and basically […]

Learn More September 8, 2021

Exposing and Eliminating Unethical Email

Thank God It’s Friday. It’s been a horrible week in the real world: Massive evacuations and fear of Taliban retaliation in Afghanistan… historically massive and destructive wild fires in the West… reactionary and racist anti-democracy, voter suppression legislation enacted in Texas… tacit approval by the U.S. Supreme Court of a contrived, mean and vicious law […]

Learn More September 3, 2021

Past Behavior Predicts Future Behavior – Who Cares?

This post’s title largely summarizes my view.  Past giving predicts future giving and so begins the circular logic of donor understanding.  It’s akin to noting that someone is on time because they tend to be punctual. Knowing that past behavior predicts future behavior can make you more efficient but you can efficient your way out […]

Learn More August 30, 2021

The Now or Never Effect

Faux deadlines are a stock in trade for online fundraising. “Faux” because most organizations will  take every penny that comes in past the deadline and even if there is a match thrown in to juice the offer  – e.g. give by Date X and your gift will be matched. But does it work?  And “work” […]

Learn More August 16, 2021

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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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