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Al Gore’s Other Idea

While everyone has been watching Al Gore's high profile campaign to educate America about global warming, another media project of the unofficial President has been going well also. According to this in-depth profile in the San Francisco Chronicle, Gore's Current TV, his cable and satellite TV network, is turning a profit and reaching 30 million […]

Learn More August 17, 2006

Return on Attention

I came across a provocative posting by former McKinsey consultant, John Hagel, in which he coins the term: Return on Attention (ROA). His premise is that marketers must transition from a world of scarce shelf space (i.e., a relatively finite set of media options/channels through which they can “intercept” potential — essentially passive — customers) […]

Learn More August 16, 2006

Emotion & the Queen of Pop

Business Week has a fascinating report on the Chief Marketing Officer for Coca-Cola (aka The Queen of Pop), a dynamo named Mary Minnick. Here's a hint of the lady: “I tend to be quite discontented in general,” she told investors last December. “It will never be fast enough or soon enough or good enough.” Minnick's […]

Learn More August 14, 2006

YouTube – Viewer Beware

Here is a video spoofing “An Inconvenient Truth,” Al Gore's documentary on global warming. It's designed to appear as though an average “skeptical Joe” made it. But as ABC News reports, it's actually covert propaganda from an ExxonMobil PR firm. YouTube is a great place for advocacy groups to experiment creatively with getting your messages […]

Learn More August 13, 2006

Hot Jobs at Grist

Award-winning e-publication Grist, where intelligence and edge mix nicely to serve up environmental news and commentary, has two key job openings. They're looking for a Development Director and an Executive Editor. Positions are in Seattle. Here's your chance to shape environmental dialogue in America. Grist has 600,000 monthly visitors, excluding ours. Adding our visits would […]

Learn More August 11, 2006

Fleeing Flying

In his Changing the Air Travel Story post today, Seth Godin speculates that less and less business travel is inevitable, given the latest terrorist threats and resulting precautionary measures. I never liked to fly, and for years made my weekly business trips from DC to NYC on the Metroliner. As a result, I watched one […]

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Getting Ready for the Revolution

Bob Walker, head of Enterprising Strategies, and one of the most experienced and thoughtful progressive strategists inside or outside the Beltway, has just released a must-read white paper titled “The Coming Political Realignment…And What it Means for Nonprofit Advocacy.” All this comes from a guy who's been there, done that and done it successfully. As […]

Learn More August 4, 2006

Get Ready For a (Good) Cry

August approaches, and many of us will take time to re-charge our batteries in the weeks ahead. Here is the most inspiring story I've read in ages. Read it and you will be energized and motivated to do better, try harder and take on bigger challenges. You'll feel more optimistic. You will not be able […]

Learn More July 28, 2006

Bus Leaving for Washington, NOW!

Attention planned giving fundraisers! Washington's abuzz. But it's only fair that you non-Washingtonians should get a bite at the apple. The biggest transfer of wealth in the history of the Washington region will occur over the next 50 years as current retirees and Boomers expected to die by 2055 make bequests totalling $2.4 trillion. So […]

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Jon Stewart vs. Arthur Sulzberger, Jr.

On the HuffingtonPost blog today, Washington insider Marty Kaplan laments the fact that the Network of Spiritual Progressives must buy its way into the NYTimes with an ad costing $154,000 or more. He writes: “What's odd is the monopoly on elite attention that the prestige press seems still to maintain. You'd think that new technology […]

Learn More July 27, 2006

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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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