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Online fundraising and marketing

How To Raise Funds Online

For months, we’ve been urging readers to track the online fundraising exploits of presidential candidates, where new ground has been broken almost weekly … especially by Barack Obama. The Obama campaign is to online fundraising what George McGovern was to direct mail fundraising in 1972 … the trailblazer. Though the Obama folks might not like […]

Learn More June 30, 2008

Want 50% Lift In Email Conversions?

Then read this excellent case study provided by Marketing Sherpa. But you must read by June 24 unless you’re a subscriber. In this example, a travel destination raised its conversion rates on marketing emails by 50% by embedding a brief video that automatically played when the email was opened. If you missed the deadline, here’s […]

Learn More June 24, 2008

Campaign 2008 And The Internet

If you are a fundraiser or communicator for an advocacy group, here’s another "must read" report from the Pew Internet & American Life Project. As they summarize: Fully 46% of all Americans have used the internet, email or cell phone text messaging to get news about the campaign, share their views and mobilize others. Further, […]

Learn More June 19, 2008

Did You Say A Half-Billion?!

Courtesy of Don’t Tell the Donor blog, I just saw Convio’s reaction to Blackbaud’s purchase of rival Kintera. In it, Convio CEO Gene Austin comments that in April alone, Convio processed over $41 million in online contributions for its clients. So here’s my question for you, Gene … Are you ready to predict a $500,000,000 […]

Learn More June 5, 2008

Seniors online

Last week was devoted to the up and coming world of social networking and the younger demographic active in that area. But here’s some equal time for seniors, who are typically online 44 minutes a day. From a report prepared by Focalyst and Dynamic Logic, here’s a profile of what seniors age 62+ are doing […]

Learn More June 3, 2008

$2.5 Million And Counting?

To close out a week featuring online social networks, here’s a Washington Post report on the fundraising results from Causes, the personal donating application on Facebook and MySpace. Launched a year ago, Causes has generated $2.5 million in donations to about 20,000 nonprofits. There are 60,000 users of the application daily on Facebook; 25,000 on […]

Learn More May 30, 2008

More Social Networking

Sorry, but I’m on a social networking roll this week. Some interesting articles and sites to ponder as you chart a course for your nonprofit … Is there a future in setting up your own proprietary social network … indeed, will the prospects of Facebook and MySpace fade as folks head to more niche sites […]

Learn More May 29, 2008

Social Media For Social Good

Joe Marchese, president of socialvibe, has written this great overview of the contribution social media are beginning to make in the cause world. He observes: "Because of social media, not only can people in need, be they class room teachers or farmers in the third world, publish their stories and have them read, but these […]

Learn More May 27, 2008

The Future Of Online Campaigning

We don’t frequently pitch conferences and panel discussions, but here’s one sponsored by Convio that features some folks who we think really know what they’re talking about. It’s at the National Press Club in Washington this week (May 21 at 9:30am EDT), and available via webcast. Title: How the Internet Is Changing Philanthropy, Advocacy and […]

Learn More May 20, 2008

Test Your Donation Landing Pages

Guest Agitator Nick Allen of Donordigital shares some online research generated with Amnesty International. The project tried to isolate variables that significantly improved the fundraising conversion effectiveness of website "donate" pages. Here’s Nick’s summary of key findings: Bigger donate buttons helped convert more donors; Vividly colored donation buttons had varying levels of impact on donation […]

Learn More May 19, 2008

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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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