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Communications

Spreading Your Ideas

All nonprofits have a need to spread their ideas, their message. And most have attempted by now to accomplish that objective via online viral communications and campaigns. In this recent post, Seth Godin suggests twenty reasons why someone might spread your idea. I’ve picked out several that seem especially pertinent to spreading the word for […]

Learn More October 28, 2010

Plotting Social Media Strategy

Here, courtesy of David Berkowitz writing in Social Media Insider, is an excellent set of questions for nonprofits to consider as you plot your social media strategy. How do you ensure you’re generating meaningful insights from your social activity? What is the most effective way for an organization to mange social media? Where does social […]

Learn More October 20, 2010

Best Social Media Campaigns

It’s a “no heavy lifting” Monday. Just a post to enjoy. Forbes asked three “digital experts” — all NYC digital agency types — to pick the twenty best ever social media campaigns. Two of the twenty had charity tie-ins (asterisked below). How many of these registered on you (before “refreshing yourself by visiting the link)? […]

Learn More October 11, 2010

Revolution Won’t Be Tweeted

In a New Yorker article titled Small Change: Why the revolution will not be tweeted, the always provocative Malcolm Gladwell (Tipping Point, Blink, etc) takes on social media. In a nutshell, Gladwell argues that social media merely enable a sort of faux activism … not the “real thing” of social transformation, a la the sit-ins […]

Learn More October 6, 2010

Best Fundraising Website – II

Frankly, I’m astonished. On Friday, not the optimal email message day according to all the stats on such matters, The Agitator (or at least Tom) recommended our pick of the best fundraising website out there. Nearly 3,500 individuals have read that email, with almost 1,000 clicking through to check out the recommended site. [And no, […]

Learn More October 5, 2010

Crowd Accelerated Innovation

Chris Anderson, father of the “long tail” theorem regarding the web’s impact, has come up with another theorem — “Crowd accelerated innovation.” Here’s how Seth Godin summarizes it in a recent post: “Online video radically changes the reach and speed of the improvement cycle. Things like dance, snowboarding and TED talks keep getting better, and […]

Learn More September 20, 2010

I “Like” You

Here from eMarketer is a fascinating discussion of what actually motivates individuals to “like” a brand in social nets like Facebook. #1 for consumer brands, not surprisingly, is an interest in getting information about “deals.” But the #2 driver is simply self-expression … people simply want to express their support of a company or brand […]

Learn More September 14, 2010

Seniors And Online Social Nets

Here’s the latest from Pew Internet Research on Seniors use of online social nets. As of May 2010, 47% of American internet users age 50-64 use social nets like Facebook, LinkedIn or MySpace, and 26% of those age 65+ do so. These age groups are much slower to try Twitter or other services to update […]

Learn More August 30, 2010

Who Made Your Best Ad?

Or came up with the best fundraising message? Or the phrase or image that cut right through the rest of the plain vanilla? If your nonprofit is in the habit of actually listening to your donors (or the beneficiaries of your organization), chances are one of them did … or could, if given the opportunity. […]

Learn More August 27, 2010

Nonprofits’ Growing Use Of Social Media

As reported in eMarketer, here’s a chart, based on data compiled by UMass Dartmouth Center for Marketing Research, showing the growing use of social media tools by charities. eMarketer says corporates should be learning from nonprofits’ use of these tools. Personally, I think we’re all still learners in this field. Tom

Learn More August 17, 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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