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Behavioral Science Posts

Gen Z to Save the Day

“There is a revolution under way . . . It is now spreading with amazing rapidity, and already our laws, institutions, and social structure are changing in consequence. Its ultimate creation could be a higher reason, a more human community, and a new and liberated individual. This is the revolution of the new generation.” This was written 51 […]

Learn More October 18, 2021

A Win for Old School Economics

Economics has been called the dismal science for decades.  The somewhat newer slight (still decades old) led to the birth of Behavioral Economics whose guardians believe stodgy, old, Econ 101 principles of supply and demand and rational actors making rational cost/benefit choices fails to explain reality. Some of that’s true though the BE truthers out […]

Learn More October 11, 2021

One More Way I’ve Probably Ruined My Kids

The echo chamber is getting louder, we tune out damn near everything that doesn’t match what we already believe and we’re much more likely to distrust anyone not like us. Partisan agreement between spouses was around 60% in the mid 60’s, it’s now closer to 85%.  Pew research shows partisans have few friends from the […]

Learn More September 29, 2021

Vest Size Fundraising

If you fundraise with merchandise – a vest for example – you have lots of sizes and you let the donor pick the size.  You get lots of complaints about sizing after the fact. The size matters and one size definitely doesn’t fit all.  Why does the fundraising that markets the premium fly in the […]

Learn More September 20, 2021

The Revolution Should Be Tested

My inbox occasionally delivers a gem that’s just right for a timely post. Today, a longtime Agitator reader passed one along I can’t resist sharing.  It starts off… MEMORANDUM To:  High-Level Direct Marketers Who Are Political Conservatives (if this is not you, please do a friend a favor and pass it on). FROM: Richard A. […]

Learn More September 17, 2021

Emotion is a Rock

Geologists have lots of words for rocks.  Linguists have lots of words for speech sounds.   And those living in Arctic regions have lots of words for snowy and icy weather. For geologists and linguists, it’s their raison d’être and those living most of their lives in the cold need a more precise way to […]

Learn More September 15, 2021

Nudging For (not “Or”) Donor Autonomy

In a recent Nonprofit and Voluntary Sector Quarterly article, Rebecca Ruehle and colleagues considered some of the ethical objections raised against nudge techniques promoting charitable giving. The authors argued nudges are morally ok even when they violate donor autonomy, if they’re aimed at issues they deem morally worth it e.g. disaster recovery, clean drinking water, […]

Learn More August 4, 2021

Gender, Race and Fundraising

In The Vanishing American Donor we warned of the danger of not investing – time, money and skill—in reaching beyond an organizations usual comfort zone to understand, communicate with and attract donors in “new” markets. Without question one of the most under-appreciated group of donors for all too many organizations are women—particularly women of color. […]

Learn More August 2, 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

Is Preaching to Your Choir Turning Off Everyone–Including the Choir?

“We should all be less prejudiced.” Does this statement and point of view sit well with you?  Maybe it matches your beliefs.  Maybe you think it’s so obviously correct that it’s like saying water is wet; it’s almost factual and certainly unobjectionable. What about this sentiment?  “You are free to choose to value non-prejudice. “ […]

Learn More July 9, 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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