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Chasing High Returns Is Killing Your Growth

Who doesn’t want to show off a shiny 4:1 Return on Ad Spend (ROAS) from your latest campaign?  Your CFO is probably already dreaming about next quarter’s numbers. What idiot fundraiser would argue against channeling dollars to the higher ROAS activities?  This idiot. Here’s what everyone’s addicted to: Paid Search Brand Terms: 8:1 ROAS (Translation: […]

Learn More February 14, 2025

Old Wine, New Bottles, and Why Your ‘Engagement’ Metrics Are Drunk

The jangle fallacy occurs when two similar or identical things are assumed to be different because they are labeled differently – old wine in new bottles.  This is rife in psychology where the term originated.  My fan faves, Grit.  In high school my kids were required to read the Duckworth book.  Grit was a new […]

Learn More February 12, 2025

When Best Practices Go Boom: A Behavioral Scientist’s Guide to Fundraising Folly

Throughout more than a century of publication, the Sears catalog was the go-to source for American shoppers seeking out standard home goods. But nestled between listings for hammocks and baseball uniforms, you could also buy… dynamite. Yes, actual dynamite—no license required, no background checks, just 13 cents a pound (adjusted for inflation, still absurdly cheap). […]

Learn More February 7, 2025

The ‘Everything Matters’ Paradox: How Bad Surveys Hide Good Data

Most surveys are garbage. Not because people don’t care about the results but because the design is garbage. It’s not an art form where you wave your hands, throw in some clever wording, and hope for the best. It’s science. Methodology matters. Survey design matters. Think of it this way: if you’re hiring someone to […]

Learn More February 5, 2025

The Truth Keepers: A Cautionary Tale

EDITORS’ NOTE: Recent events have sent shivers through America’s data, scientific, medical, environmental, civil rights and, in a multitude of other civil society communities. Like a descending dark cloak of censorship, denial and revisionism  federal agencies are stripping public access and government databases of critical data about climate change, disease outbreaks, environmental hazards, and human […]

Learn More February 3, 2025

From Burnout to Breakthrough: The Hidden Pattern Behind Extraordinary Fundraising Success

It starts with a failure. A man, good at what he did, walks away. Years ago, veteran fundraiser Alan Clayton watched a fellow fundraiser lose hope. He sat across from him, shoulders slumped over coffee, hearing the words, “How can it be so hard to save a child?” That failure lit the match. What followed […]

Learn More January 31, 2025

Fundraising Renaissance or Reformation?

The last 15-20 years have seen a stunning decline in advertising effectiveness.  Less effective ads are becoming more common.  Copy-catting is one thing, copy-catting bad ideas is quite another.   The traits of good advertising matter in video and static ads but also, copy. Art reflects culture.  Renaissance art was very different from Reformation art.  The […]

Learn More January 29, 2025

Are You Writing Stories or Book Reports?

Here are two different ways to tell the story of Jack, an 87-year-old Korean War veteran who found himself struggling to make ends meet and ultimately found solace and purpose through a food bank. Version 1: The Immersive, Redemptive Arc Jack’s hands trembled as he opened the box, the familiar scent of peanut butter wafting […]

Learn More January 24, 2025

Strategic Segmentation Starts with Donors, Not Your CRM

For the sake of this post, “segmentation” in air quotes or lowercase ‘s’ isn’t segmentation at all. Most “segmentation” is real Segmentation’s lazy understudy—unprepared and ineffective. Here’s what real Segmentation is not: Mailing the same thing to different audiences Example: Renting humanitarian and social service lists and sending them the same mailing. This isn’t segmentation; […]

Learn More January 22, 2025

The Power of Small Actions in Dark Times

Today marks a stark convergence – the celebration of Martin Luther King Jr.’s legacy and the inauguration of Donald Trump. Some see this as a day of despair. I see it as a powerful reminder of how change actually happens. The fashionable thing, naturally, would be to despair; it seems to be all the rage […]

Learn More January 20, 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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