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Breaking Out of the Status Quo

How Can You Get Hooked on a Feeling?

Franceso Ambrogetti is a fundraiser who has served with many global brands, most recently (and frequently) with UNICEF in senior roles all over the globe.  He’s probably forgotten more than I ever knew about the trade. He’s also a lifelong learner and committed to digging deeper into the why of behavior and in that way, […]

Learn More July 30, 2021

Engagement Lessons From a Dating App

Badoo is a dating app with almost half a billion registered users worldwide and 300,000 new, daily sign ups.  But the dating app biz is  a crowded space with low barriers to trying other dating apps, low barriers to exit and thefore, high promiscuity (had to, sorry). So, customer acquisition is only as good as […]

Learn More July 26, 2021

Attacking Donors to Save Democracy

It’s increasingly clear that we’ll all soon be embroiled in a major battle we can’t avoid.  Truth vs. Lies.  Easy access to a fair vote vs. suppression and miscounting of the vote.  Authoritarianism vs. Democracy. The outcome answers the question, “Will American democracy die?” Currently the battle is playing out on a variety of fronts. […]

Learn More July 12, 2021

We Re-did the DonorVoice Website.  Why Should You Care?

You shouldn’t…unless you’re interested in understanding why people give and using the insight to make your fundraising better.  There is a case study here. You shouldn’t…unless you’re interested in using behavioral science to get beyond one size fits all fundraising.  There is a case study here. You shouldn’t…unless you’re considering changing your own website and […]

Learn More June 28, 2021

Turning Vision Into Reality — Update on CopyOptimizer

Because it’s been a year since Kevin first unveiled  CopyOptimizer™ this is an appropriate time for an update. His dream was creation of an online tool to help everyone–including you and me– write better, more effective copy. Anyhow, that vision has now turned into a reality. Lots of fundraisers are currently alpha testing it. I’ve come to recognize its immense value—especially where email is concerned.  By and large the quality of copy where email is concerned is downright dreadful.  Not healthy, especially when more and more organizations are relying […]

Learn More June 7, 2021

A “Winning”Test

Would you consider sending the same ask to the same person in the same time period but through two different channels? This technique is sometimes employed with emails that match the direct mail message and are timed to coincide with arrival in the physical mailbox. We tested the same notion but with a request for […]

Learn More June 4, 2021

Your Question for Earth Week

How much carbon is your organization’s website dumping into our atmosphere each year? Not a question you’re likely to encounter at the next board meeting.  But one we should all ponder – especially during this year’s Earth Week. Digital is physical and it sure ain’t green.  In fact, Digital costs the Earth.  Every time you […]

Learn More April 19, 2021

Are Your Ads Swimming in a Sea of Sameness or a Vibrant OCEAN?

People are different in their motivation and interests and yet the sea of sameness of one-size-fits-all fundraising dominates.  The Control ad and a Test ad both going to a single audience; the unspoken assumption is that everyone’s the same.  But what if the test failed because it did well with some people but poorly with […]

Learn More April 9, 2021

Subjective or Objective Knowledge?

Donors will only give and keep giving if they feel competent. In short, “If I don’t understand your cause or how you fix problems I won’t give.” But what matters more? The donor’s objective knowledge of your cause and how you fix problems,  or the donor’s subjective knowledge? Charities often try to explain and give […]

Learn More March 15, 2021

Heeding The Patient Prediction of Steve MacLaughlin

For years Steve MacLaughlin, VP of Product  Management at Blackbaud and author of Data Driven Nonprofits has patiently predicted that online giving would  grow beyond 10% of total giving. 2020 was the year it finally happened. The detail of this online breakthrough –along with a treasure trove of other giving data – is reflected in […]

Learn More February 19, 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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