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Nonprofit management

Giving Attitudes Surveyed By Harris Interactive

Don’t know how I missed this, but back in November Harris Interactive released this very interesting survey on the charitable giving habits and plans of Americans. Their report includes some interesting trend data comparing 2007 and 2010 responses. Most respondents (48%) categorize themselves as follows: “I make some kind of small contribution of time and/or […]

Learn More February 3, 2011

Speaking Up For Mail

We recently noted the latest Pew Internet Research findings on US online habits across various generations. Here’s the main point: “In what they term the ‘biggest online trend’ Pew reports that certain key internet activities — including donating — are becoming more uniformly popular across all age groups.” Bonnie Catena of Amnesty USA offered this […]

Learn More February 1, 2011

Generations Online 2010

More good stuff from Pew Internet Research you might have missed over the holidays. Here’s their latest report, Generations Online 2010, comparing the online behavior and internet use of Americans across generations. In what they term the “biggest online trend” Pew reports that certain key internet activities — including donating — are becoming more uniformly […]

Learn More January 21, 2011

The Dragonfly Effect

Writing in the Stanford Social Innovation Review, marketing and psychology veterans Jennifer Aaker and Andy Smith offer the ‘Dragonfly Effect’ as a construct for nonprofits to think about and formulate social media campaigns … “To us, the Dragonfly Effect shows how synchronized ideas can be used to create rapid transformations through social media. The method […]

Learn More January 19, 2011

Catch Up On Agitator Webinars

In the event you have a bit more spare time over the holidays, you might want to catch up on one of our free DonorTrends/Agitator webinars, each hosted by Roger Craver with a guest expert. 1. The important giving potential of mid-level donors is explored here, with Kristin McCurry of MINDset Direct as our guest […]

Learn More December 27, 2010

Empowering Your Online Fundraisers

Here’s a good overview from Caroline McCarthy at CNET looking at the range of social media platforms — Causes, DonorsChoose, Crowdrise — that routinely enable individuals to become missionaries for causes and charities they believe in. The article addresses the issue of the ‘stickiness’ of donors who give in this fashion (i.e., in response to […]

Learn More December 21, 2010

Anyone Playing With Jumo?

Jumo is a new ’cause and social change aggregator’ site like Change.org. It’s the brainchild of Chris Hughes, a co-founder of Facebook and director of online organizing for the Obama campaign. Consequently, the hype quotient is very high. My question: Does anyone out there really need this? Is this a hula hoop? Or as Tech […]

Learn More December 17, 2010

Email Trends For 2011

Here, from Loren McDonald of Silverpop, an ‘engagement marketing’ firm, is a good stab at email trends we might see in 2011. I’d especially draw attention to his last four points … each relevant for nonprofit communicators and fundraisers: Social and mobile become important sources of opt-ins for email programs. As email’s role changes, savvy […]

Learn More December 15, 2010

Rise Of The Sheconomy

Time magazine recently ran this interesting feature, The Rise of the Sheconomy. It’s about the growing clout of women in the marketplace. Women control more wealth, and more spending decisions, than ever before. Maybe that extends to giving to nonprofits. I say “maybe” because I’m not sure what the most recent giving data says. Our […]

Learn More December 14, 2010

They Never Even Ask!

Last week I urged you to read Network for Good’s excellent study on online giving. In case you haven’t, here’s a passage that might interest you. Noting that those who give to charities’ own websites give more over time than donors who give via ‘portal’ or social networking sites, the study observes: “Charities don’t always […]

Learn More December 13, 2010

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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

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