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Online fundraising and marketing

Social Media For Social Good

Joe Marchese, president of socialvibe, has written this great overview of the contribution social media are beginning to make in the cause world. He observes: "Because of social media, not only can people in need, be they class room teachers or farmers in the third world, publish their stories and have them read, but these […]

Learn More May 27, 2008

Fundraising Widget Case Study

Here's a great viral marketing case study on how a poll widget was used to substantially boost online fundraising response. The group is Music for Relief, formed in association with band Linkin Park to raise money for victims of various natural disasters. In this case, the focus was victims of California wildfires. BUT, the case […]

Learn More January 22, 2008

What Do You Know About Mom?

Moms spend $2.1 trillion annually and control 85% of household spending. In certain categories of nonprofits, we suspect a lot of your donors are moms, for example, child welfare & international child sponsorship organizations, certain health charities, the environment. Here are some observations, based on a six-month online networking project with millions of moms, about […]

Learn More January 4, 2008

Rupert Murdoch Gets Religion

Murdoch's News Corp has just purchased the web's top spirituality site, Beliefnet, as profiled here. Beliefnet attracts 2.8 million unique monthly visitors. The site includes social networking features, and won the 2007 National Magazine Association award for General Excellence Online. During the campaign season, try their fun “God-o-Meter” (pronounced Gah-DOM-meter) that ranks the presidential candidates […]

Learn More December 6, 2007

Stand And Deliver

Here's a great, succinct list of tips for making effective stand-up presentations. From Chris Brogan, a blogger on social media & networking. Tom

Learn More November 16, 2007

Marketing Your Organization Via Facebook

Another great resource from Marketing Sherpa: How to Market Yourself & Your Company on Facebook — 11 Steps & Strategies. All pertinent to marketing your nonprofit or cause via Facebook. And while mechanics are different, same underlying principles will apply to using Google's new OpenSocial platform, which enables adding social features to any website. ONLY […]

Learn More November 6, 2007

Tips For Using Online Video

Here, from Advertising.com, are yet more stats on the growing popularity of online video with consumers. This is a very comprehensive look at consumer behavior with respect to online video, and well worth a read. Huge takeaways for us: More than twice as many consumers ages 35 and older (a whopping 69%) view online video […]

Learn More October 5, 2007

Have You Watched An Online Video Today?

Sorry, but I'm probably going to badger you monthly from here on out with the latest stats on online video watching. As I've written before, I think it is crucial for nonprofits to master this medium for conducting your fundraising, advocacy and educational efforts. According to comScore (all stats for US internet users, July 2007): […]

Learn More September 20, 2007

Do You Have A Facebook Plan?

Facebook is rapidly becoming the social networking site of choice for middle-aged, well-off, professionals. If your nonprofit doesn't yet have a Facebook face, maybe you should be thinking about it. Facebook is adding 150,000 new users a day. Here are two articles to stir your pot. A recent Business Week article titled “Fogeys Flock to […]

Learn More August 23, 2007

Is Your Nonprofit More Inspiring Than A Vacuum Cleaner?

Too many nonprofits treat their donors as just that … money givers. They don't recognize that at least some donors (your “best customers” so to speak) are probably motivated and prepared to take the further step of affirmatively championing a cause or charity they're involved with. Traditionally, we tend to wait for donors to cross […]

Learn More July 18, 2007

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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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