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DonorTrends / DonorVoice

Shifting To Interactive/Digital Marketing

eMarketing & Commerce reports that Epsilon, in a survey of 175 Chief Marketing Officers of major corporations, finds that 63% are moving their marketing spend toward more interactive/digital marketing. And away from traditional marketing media like TV and print.Where will they be spending their marketing dollars? According to the survey: Social computing — including word […]

Learn More September 12, 2008

Welcome To Mobile Marketing

Plain old email marketing not sexy enough for you? Bored with your nonprofit’s Facebook page? Really want to be on the marketing front edge?Then mobile marketing is for you! Whether it’s for any of your core constituency, today, is another matter entirely.Still, it’s always fun to get a glimpse of the future — the return […]

Learn More September 11, 2008

Social Media NOT Just For Kids

At least that’s what both AARP and The Arthritis Foundation believe, according to this DMNews article.Neither of these nonprofits cater to the under-40 (let alone under-25) crowd, but both are taking steps to make their websites more engaging and participatory by adding social networking tools.Members of AARP can now custom­ize their user profiles by posting […]

Learn More September 10, 2008

Making Effective Use of Social Media Tools

Yesterday, Tom posted on the broad sociological insights emerging around online social media. Today, here’s a glimpse of these tools at work right now. With Hurricanes Gustav and Hanna now behind us and with Hurricane Ike on the way, the websites of groups like the American Red Cross, Habitat for Humanity, Catholic Relief Services, and […]

Learn More September 9, 2008

Brave New World Of Digital Intimacy

You must read this article from yesterday’s NYTimes Magazine, entitled “Brave New World of Digital Intimacy.”It won’t help you raise a dollar or a Euro today; nor will it solve your biggest communications challenge this week.But if you’re going to be in the biz of mobilizing people to open their minds, hearts or pocketbooks a […]

Learn More September 8, 2008

Resources Required To Social Network

Want to give your nonprofit an presence on Facebook, MySpace, YouTube, Twitter, etc, etc, etc? Just find yourself a nerdy young intern? No way, says nonprofit marketing consultant Michael Puican in this article from the Philanthropy Journal. Here’s what he says you need, human resource-wise, if you’re serious … Two hours a day (10 hours […]

Learn More August 14, 2008

Disruptive Technologies and the Innovator’s Dilemma

In 1995 Clayton Christensen coined the terms “disruptive technology” and “disruptive innovations” to describe technological innovations, products or services that use a “disruptive” strategy rather than “revolutionary” or “sustaining” strategies to overturn dominant or status quo products in a market. “Disruptive innovations” can occasionally come to dominate an existing market, either by filling a role […]

Learn More August 12, 2008

$2.5 Million And Counting?

To close out a week featuring online social networks, here’s a Washington Post report on the fundraising results from Causes, the personal donating application on Facebook and MySpace. Launched a year ago, Causes has generated $2.5 million in donations to about 20,000 nonprofits. There are 60,000 users of the application daily on Facebook; 25,000 on […]

Learn More May 30, 2008

More Social Networking

Sorry, but I’m on a social networking roll this week. Some interesting articles and sites to ponder as you chart a course for your nonprofit … Is there a future in setting up your own proprietary social network … indeed, will the prospects of Facebook and MySpace fade as folks head to more niche sites […]

Learn More May 29, 2008

Understanding the “Millenials”

Yesterday we wrote about the impact online social media will have on the pursuit of public interest goals. And we noted that for most nonprofits, most of whose constituencies still tilt toward Boomers and older (at least in terms of active donors), this new media wave is still out there on the horizon line. Right […]

Learn More May 28, 2008

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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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