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Online fundraising and marketing

What Is Your Nonprofit’s YouTube Strategy?

Enough already of Facebook and Twitter strategy! Better be thinking about YouTube, which just hit the mark of 1 billion monthly users! That’s almost 1 in 2 people on the internet. Its monthly audience makes YouTube the third largest ‘country’ in the world. YouTube is now second only to parent Google itself in terms of […]

Learn More March 22, 2013

Function Like A Newsroom

You’ve heard The Agitator use the word ‘relevance’ over and over. Why? Because relevance is the only gateway to your donors these days. They’ll no longer allow you to just barge in with stuff you think is important. Indeed, relevance is a concept that originates totally in the customer. The consumer/donor, not you (the brand) […]

Learn More February 26, 2013

Marketers from Mars

I just read this report from ExactTarget — Marketers from Mars — which underscored for me how marketers, including fundraisers, can get too far out in front of their audiences. The report makes many comparisons about marketers’ use of social media versus consumers. For example … 90% of marketers own smartphones; only 51% of consumers […]

Learn More February 1, 2013

Nielsen’s “Social Media Report – 2012”

Market research firm Nielsen has just released what should be one of the more authoritative reviews of consumer use of social media —The-Social-Media-Report-2012. Very comprehensive information that you’ll find helpful as you plan the level of effort your organization should be making with media like mobile and social nets. Some factoids: 17% of US consumer […]

Learn More January 31, 2013

Learn from AARP’s Social Networking Strategy

As Boomers begin to enter the life stage of maximum giving, it’s probably smart to watch how AARP is communicating with its huge 37 million member constituency. The place to begin is this case study recently presented in Direct Marketing News — AARP Adapts Its Marketing Channels. Apart from describing AARP’s strategies, the article draws […]

Learn More January 17, 2013

8 Must-Do Nonprofit Marketing Changes For 2013

By mid-January, I’ll bet you’ve seen plenty of ‘resolution’ and ‘must-do’ lists for 2013. Nevertheless, I’ll add one more for your consideration … from Nancy Schwartz at Getting Attention. Her eight ‘must-do’s are: 1. Push ahead with integrated marketing. 2. Create a social media strategy … one that’s linked to your overall marketing plan. 3. […]

Learn More January 15, 2013

“We Love Disruption”

Salesforce is perhaps the commercial world’s leading sales support and customer management software platform. The company’s chief, Marc Benioff (hmmm, does The Agitator have a thing for ‘Marc’s’ this week?) knows a thing or two about managing customer relationships. You might think in terms of donor relationships. Here are some observations he shared during a […]

Learn More January 11, 2013

Acquisition: ‘Social Media Is Bullshit’

If nothing else, the author of the iconoclastic Social Media is Bullshit writes great teaser copy. In fact, B.J. Mendelson, marketing veteran (former), humor writer and stand-up comic (current) has not only come up with an attention-grabbing title, he’s written a valuable and iconoclastic guide to understanding the landmine-filled terrain called ‘social media’. It’s well […]

Learn More December 11, 2012

Always Shopping?

A recent study from the Advertising Research Foundation (available to members only) — Digital & Social Media in the Purchase Decision Process — claims that consumers are always shopping … at least in our heads. Says this article from Marketing Daily: “… thanks in part to social media, the purchase process never ends. With constant […]

Learn More December 10, 2012

Acquisition: Predictive Analytics And The Presidency

History’s most expensive acquisition effort – the $2 billion campaign for the US Presidency – comes to an end today. Hopefully by late tonight, or at least in the next few days, we’ll know which voter acquisition campaign was the most successful. Apart from our personal interests in today’s outcomes, we fundraisers should pay particular […]

Learn More November 6, 2012

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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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