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Fundraising philosophy/profession

Crooked Fundraisers Beware

Eleven months ago we reported a case of nauseating fundraising fraud involving a rip off of $75 million. Eleven months later justice is done as a Federal Court deals out justice — and immense financial penalties. First, a bit of background. Last May the U.S. government’s Federal Trade Commission joined by attorneys general in all […]

Learn More March 31, 2016

How’s Your Fundraising Robot Doing?

This Agitator is now back on station following an expedition Down Under to present at the 2016 Conference of the Fundraising Institute of Australia (FIA) and to meet with Tom at The Agitator’s Southern Hemisphere HQ for some conspiratorial back and forth on Agitator goals for the future. I’ll be sharing some of the insights […]

Learn More March 7, 2016

Protecting Donor Privacy

Efforts by the F.B.I. to compel Apple to break the encryption of the San Bernardino murderer’s iPhone is a stark reminder of the paradox faced by those living in a free society. Because of the current fear and fixation with ‘terrorism, some will find it easy to justify making an exception to this effort at […]

Learn More February 22, 2016

On Looking A Gift Horse In The Mouth

It’s been quite a week for watching the philanthropic parade go by — featuring gifts in size from one extreme to another and given through the widest variety of methods and channels in history. From the birth of Baby Max Zuckerberg and her parents’ $45 billion gift in her honor to be used toward “improving […]

Learn More December 4, 2015

Fundraising Bravery

Sometimes Professor Adrian Sargeant can be a real pain in the ass. We should all be grateful. This week the mild mannered, empirical-evidence-please scholar and the author of the classic Building Donor Loyalty shed his Clark Kent persona and came out swinging against proposed regulatory efforts by the UK government to gag charities. Regulatory efforts aimed […]

Learn More October 28, 2015

Avoiding Regulatory Blunders

Last week, in The U.K.’s New Fundraising Sheriff,  I noted the failure of UK fundraisers and The Institute of Fundraising at self-regulation. That failure has now led to proposals for greater government intervention and the as-yet-unknown imposition of new rules that may prove difficult and even unwise. One thing is certain. This is no time for the […]

Learn More September 28, 2015

Preparing for Your 6 Minutes

Amidst the continuing headlines — New Shame of the Charities and Charities to ban bullying of donors — fundraising in the U.K. continues to be buffeted between media outrage and an all-to-ready willingness to cave into ‘regulation‘ in hopes it will all go away. Fortunately, some veteran voices are offering a helpful dose of perspective and calm. None more […]

Learn More September 8, 2015

Breakdown In Trust Is A Good Thing

For too long too many nonprofits –especially those focused heavily on direct response –have behaved as though they’re still operating in a by-gone time when donors placed blind trust in nonprofits and their brands. This failure to recognize—not through lip service and jargon but by the way we practice our craft — the vast changes […]

Learn More August 14, 2015

Urgent Alert to U.S. Nonprofits–Immediate Action Needed

If you’re willing to turn over the list of your top donors to the government then you need read no further. However, if you’re not sure, or you’re absolutely certain you’d be unwilling to give up the donor list, then take this post to your CEO and General Counsel. Immediately. Why? Because right now the […]

Learn More August 13, 2015

American Cancer Society Flops

If bullshit were the new cure for cancer then the direct marketing staff and consultants of the American Cancer Society should win the Nobel Prize in Medicine hands down. That was pretty much the conclusion of dozens of Agitator readers who phoned, emailed and texted following their attendance at last week’s presentation at the DMANF New […]

Learn More August 10, 2015

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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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