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Online fundraising and marketing

Haiti “Fundraising” Revisited

Back when the Haiti disaster struck, and $35 million was donated via mobile text, I was castigated by various Agitator readers (including my esteemed colleague Roger Craver), for questioning: "But is this really fundraising?" Today I rest my case. I urge you to read the entire post by Kristin Ivie on Social Citizens blog from […]

Learn More April 29, 2010

Make “Small” Your Advantage

Not every Agitator reader has a multi-million dollar fundraising and communications budget to work with! So we keep an eye out for fundraising advice that’s especially relevant for smaller nonprofits. Here’s an example from Doodig Blogs. This article — 5 Top Fundraising Mistakes Made By Small Nonprofits — stresses five points … all essentially about […]

Learn More April 26, 2010

Classic “Chicken Or Egg” Question

eMarketing & Commerce reports on a study of Facebook fans and their brand loyalty, as  published in the March Harvard Business Review. In this case, the study examined the behavior and attitudes of customers of Houston’s Dessert Gallery cafe chain who became the company’s Facebook fans. According to the study, as compared to regular customers, […]

Learn More April 16, 2010

Excellent Online Fundraising Advice

Over Easter, I had a chance to read The 8 Online Fundraising Changes You Must Make in 2010, an excellent e-book by Katya Andresen at Network for Good. If you are looking for very practical tips in terms of techniques and best practices, you won’t be disappointed. But this guide is much deeper and richer […]

Learn More April 5, 2010

Terrible Fundraising Headline

I love Todd Cohen’s Philanthropy Journal. Excellent range of content. I’m a faithful reader. But I hate this March 26 headline: Fundraising out of sync with giving habits Todd’s story leads as follows: "Technology is changing the way people give, with different generations preferring to give in different ways, and nonprofits should adjust their fundraising […]

Learn More March 31, 2010

New Generational Giving Data

Convio has produced this valuable white paper on generational giving patterns. It’s based on a 2010 survey of 1500 recent donors to nonprofits. The paper is framed around four segments — Matures, Boomers, Gen X and Gen Y. It’s chock full of data on how different generations give, their giving amounts, how they interact with […]

Learn More March 26, 2010

Lessons from Haiti Giving

Network for Good, which itself processed $5.3 million in Haiti donations, offers some good observations about the experience. In their article, each of the following points is examined: Major charities represented, but smaller organizations raised significant funds More places to give online during a crisis creates big range in average gift size. Social media outlets […]

Learn More March 12, 2010

Social Media And Event Fundraising

Here is a "must read" report from Blackbaud and Charity Dynamics: Making Event Participants More Successful with Social Media Tools. The two firms looked at 1750 events with nearly one million participants to answer these questions: Do integrated Facebook® tools help make event participants more successful online fundraisers? Is Twitter® an effective fundraising solicitation tool […]

Learn More March 2, 2010

Definitive Study On Millennials

If you are trying to figure out Millennials (the 18-29 year old generation), here from Pew Research is the study you’ve been waiting for. The Millennials: Confident. Connected. Open to Change looks at Millennials across all dimensions — lifestyle, technology use, social and political attitudes — often including comparisons to older generations. The study is […]

Learn More February 26, 2010

2009 Digital Media Review

Here is the 2009 Digital Media Review from comScore, which specializes in measuring the digital world (registration required). All the factoids you need on who’s using what (in the U.S.) to put your digital efforts into perspective. A few things that struck me … Reflecting the overall economy, retail e-commerce, at $210 billion, was down […]

Learn More February 22, 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

    Ideas, applications, tools, processes, and case studies of break-through solutions in fundraising, including:



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