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Experience Is Not Strategy

Magnus Carlsen is one of the greatest chess players of all time and didn’t just master the game, he got bored of it.  So he helped popularize Chess960, a version where the back-row pieces are shuffled around.  He did this to help players stop their overreliance on memorized openings and forcing them to think, not […]

Learn More May 7, 2025

If Your Strategy Works for the ‘Average Donor,’ It Works for No One

We treat the average gift like gospel – reporting, obsessing and buidling decks on it.  That would make sense if donor behavior followed a nice, clean bell curve, tall in the middle, tapering on both ends. In that world, averages matter. Standard deviation matters. Outliers? They’re noise. But your donor data probably doesn’t live in […]

Learn More May 2, 2025

Short Sentences Didn’t Kill Good Writing, Lazy Ones Did

Sentences have gotten shorter. Way shorter.  In the 1700s, the average English sentence ambled along for 40–50 words like a drunk uncle telling a fishing story. Today, we average 15–20 words before we feel the need to hit “period” and move on with our lives. This isn’t some “vibe shift” it’s measurable.  Sentence lengths have […]

Learn More April 30, 2025

The Contagion of Giving

We don’t usually review children’s books here at The Agitator. But today, we make an exception—not out of novelty, but necessity. We’re All in This Together: Leo’s Lunchbox, a new picture book written by Senator Raphael Warnock and illustrated by TeMika Grooms,  might seem like a simple tale for little ones: a boy shares his […]

Learn More April 28, 2025

Are You Fundraising Like a Cable News Channel?

The echo chamber is getting louder, we tune out damn near everything that doesn’t match what we already believe and we’re much more likely to distrust anyone not like us.  Partisan agreement between spouses was around 60% in the mid 60’s, it’s now closer to 85%.  Pew research shows partisans have few friends from the […]

Learn More April 25, 2025

Trump and the Sistine Chapel Playbook

It’s the day after Earth Day, and if you’re not already furious, allow me to help. Donald Trump is once again treating the IRS like a blunt-force weapon, threatening to revoke the tax-exempt status of Harvard—yes, Harvard—under the camouflage of “fighting antisemitism.” That’s rich, considering the administration’s actual gripe seems to be that Harvard wouldn’t […]

Learn More April 23, 2025

Ask Avoidance Isn’t a Donor Defect, It’s a Design Problem

When a donor doesn’t give, we usually default to two explanations: The timing must’ve been off. We didn’t make it emotional enough. The fix? Try again. Ask harder, add more urgency., insert a sadder story. But behavioral science tells us something else might be going on: people avoid emotionally triggering fundraising not because it wasn’t […]

Learn More April 21, 2025

The Model That Knows When To Shut Up

Most fundraising models rely on a simple set of assumptions: Recency means readiness Frequency means loyalty Bigger gifts mean bigger love And that all this adds up to a reliable way to pick who gets your next fundraising appeal.  But here’s what most models don’t ask:  What happens when you actually market to someone?  Did […]

Learn More April 16, 2025

Best Practice Is Just Peer Pressure in a Blazer

There’s this belief in our sector that the quicker we ask the better off we are. This applies to the frequency of the appeals, but also within a given appeal. Best practice only exists to be challenged and replaced. A case in point, we analyzed thousands of tele fundraising calls done by our team to […]

Learn More April 14, 2025

DON’T EAT THE SEED CORN: A Checklist for Fundraisers in Tough Times

Let’s not sugarcoat it. Economic turbulence is here—and it’s got teeth. The stock market’s sliding, anxiety’s rising, and if history is any guide, fundraisers are bracing for another punch in the gut. I’ve been working in the fundraising trade for more than 60 years. That means I’ve lived and worked through every recession since 1960—and […]

Learn More April 11, 2025

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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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