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Breaking Out of the Status Quo

When a Color Test Isn’t a Waste of Time

The brown kraft envelope versus the white one.  I’ll never forget when I was indirectly involved with this test, in part because I had to google ‘brown kraft’ having no clue what the hell color or shape that might take. The other reason is it struck me as incredibly random.  Why this test?  If it […]

Learn More July 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

“Just One Damn Thing After Another.”

The headline quotation, attributed to British historian Arnold Toynbee, pretty much summarizes the worst approach to teaching or slearning history. Lists of battle.  Names of great men. “Just one damn thing after another.” In fact, to seriously study history rather than memorize lists, is to look into causes of and relationships between people and events.  […]

Learn More May 14, 2021

Give Your Supporters a Break

Breaks are necessary for our sanity and productivity. Not exactly a breakthrough statement. Yet, we rarely follow that advice. How many back-to-back calls did you have this week? Can you remember how you felt after the last one? In a recent study, Microsoft examined the effects of back-to-back video calls on stress, and engagement. They […]

Learn More April 30, 2021

The Failed World of One Size Fits All “Nudges”

I don’t know how many times I’ve typed, spoken, yelled or cried in my beer (ok, whiskey..) that we have to get fundraising out of it’s one size fits all world.   Actually, I do know because I’ve just counted and its 3,247 times.  I’m clearly doing it wrong. But, hope springs eternal and so, here […]

Learn More April 23, 2021

Where and How to Apply Behavioural Science 

Behavioural Science only works if it works. If it doesn’t one of two things is happening.  Either, It’s all a hoax, or We’re missing something Since behavioural insights are successfully and consistently applied in other sectors we can dismiss the hoax option. So, what are we missing? First, a definition. Behavioral science is not synonymous […]

Learn More April 16, 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

Donor Autonomy on Steroids

Is there such a thing as giving too much control to donors? The sector generally operates as though donor control is bad at worst and undesirable at best    This sector norm is reflected in many conventional practices:  not publishing or promoting or making clear how donors names will be sold  eight ways to Sunday […]

Learn More February 26, 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

Cat People and Dog People

Are you a cat person or a dog person?  The answer to that might impact your choice of a (potential) mate.  A recent study explored this and the findings dance between “water is wet”to the “trivial” but with just enough “novel” to warrant mention. Let’s get trivial and water is wet out of the way.  […]

Learn More February 17, 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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