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Behavioral Science Posts

Avoiding Being Asked? Say it Ain’t So.

If people enjoy giving then why would they ever actively avoid a fundraising ask? Being solicited and the joy that can arrive from being charitable are not synonymous.  Heck, sometimes they aren’t even distant, far-flung cousins. Relatedly, the act of giving is not what brings joy.  It is how people react afterwards.  We don’t give […]

Learn More August 26, 2022

If You’re Good at Something Does it Matter More?

Teachers were asked by their school district to complete a survey.  The experiment was a 2×2 design (one of our faves): The result?  A nothingburger.  No difference in survey participation between A-D, randomly assigned groups. To quote Paul Harvey, “And now for the rest of the story.” Researchers noticed a difference in survey participation on […]

Learn More August 24, 2022

Idea Problem or Execution One?

There are two parts to innovation, idea generation and delivering on those ideas. Academics at the London School of Economics (James and Kotak) and Oxford (Tsomocos) built a macroeconomic model to understand productivity growth as a function of idea generation and our collective ability to deliver on them. They used a sample of NYSE companies […]

Learn More August 22, 2022

If You Ain’t First You’re Last

One of the greatest movies of all time for those of us who enjoy parody, slapstick and juvenile humor is Will Ferrell’s Talladega Nights. He spends most of his life against an impossible standard of “if you ain’t first you’re last”, a motto from his father who was high on peyote at the time he […]

Learn More August 19, 2022

Statistical Significance Smificance…

Learn More August 17, 2022

Your SmartPhone Makes You, More You

I hate my phone and love it. Check that; I love my phone and hate my kids’ phones. Check that;  I love my phone and hate my kids’ phones except when I need to reach them but even then, I still kind of hate their phones because they insist on texting with initials and shorthand […]

Learn More August 15, 2022

Petitions With Purpose

I’m sure everyone in the advocacy world wonders just how well the flood of digital petitions we dump on Congress by the millions is really working.   Whether they’re simply tallied–“Yea” in this spreadsheet column, “Nay” in the other before a staff member hits delete or the autoresponder thanks the voter and promises to take their […]

Learn More August 11, 2022

Data Analysis 101: The Z-Score is Your Friend

This likely speaks volumes to my social network but I consider the z-score a friend.  The z-score is a way to compare apples to oranges. First, a baseball example then a fundraising copy one. Babe Ruth is an apple from 1919 with 29 home runs.  Barry Bonds is our orange from 2001 with 73. Did […]

Learn More August 10, 2022

Data Visualization 101: Bar Charts Suck

We do a lot of data visualization in the fundraising world.  Bar charts are stock in trade, built into every off the shelf product out there.  We use them and I hate them.  Why? This comparison courtesy of a company called 3iap and a study they ran with academics nails the issues with the good […]

Learn More August 8, 2022

Give Before Midnight. Save Democracy

Spoiler Alert:  Chances are your $3 contribution rushed to Nancy Pelosi won’t save democracy.  Not even if your donation is matched 10X and arrives by midnight as requested. These days –about every 11 minutes –my email inbox dings with news that another message from a Democratic candidate,  the party itself, or some strange sounding political […]

Learn More August 5, 2022

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Ask A Behavioral Scientist

    Behavioral Science Q & A

    Q:We are struggling with acquistion. During our biggest community campaign, a colleague is suggesting that we have a QR code directing donors to a donate page that does not capture donor information – just a donation and an email address. We won’t be able to post any of these new doors our lvoely newsletters, or thank you letters. We’ll likely never hear from them again. What’s the best method to get this team to see the importance about a donor vs a donation?

    Thanks so much for raising this. Yes, capturing donor information can be helpful for stewardship like newsletters, thank-you letters, impact updates. But how you ask matters. Forcing full data capture introduces friction that can significantly depress conversion, many donors may simply abandon the process. Beyond the friction itself, required fields also shift the emotional experience […]

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    Q: Should we include “Giving Tuesday” in the subject lines for the emails that are going out before Giving Tuesday?

    Unlike holidays that everyone already knows, Giving Tuesday is a created event. Many donors recognize the name but not the exact timing, so referencing it becomes a helpful cue. It serves as a reminder and taps into social norm activation (“everyone’s giving today”), which boosts response. However, we still want it paired with the mission, […]

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    Q: can we pull the match language into the subject lines? Or this should be an A/B test?

    When a subject line leads with the match (“Your gift matched!”), it risks triggering market-norm thinking: the sense that giving is a financial transaction rather than an act rooted in values, identity, and care. This shift reduces intrinsic motivation and, over time, can weaken donor satisfaction and long-term engagement. It also makes the email indistinguishable […]

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    Q: Our mid-level donor team removed the QR code from the DM donation form that links to the donation page, but have left the URL for them to type it in manually. Not sure why they are adding a barrier to the donation process for a higher value donor – but I have to ask – is there any proof – either way – if a QR donation code reduces MV online giving, has any effect on their donation amount, has any effect on off line donations? Thank you….

    There’s no evidence that QR codes suppress mid-value giving; all available research suggests they either help or have no negative effect. In fact, behavioral and usability research consistently shows the opposite: reducing friction at any point in the donation process increases completion rates and total response. And that has nothing to do with capacity and […]

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    Q: How can we effectively use behavioral science to help shift our Board’s mindset. The majority are extremely resistant to asking their networks or sharing their contact lists with us, even after a candid discussion with an external lay leader who has been training boards with her fantastic Fundraising isn’t the F Word! workshop. We have also offered to use our automated email tool to send their appeals from their own email. It is so frustrating. We even have 2 Board members and the chair trying put some accountability on them for our big event but people are not really moving!

    What you’re experiencing is very common. Resistance often isn’t about capability, but about motivation quality. If board members feel pushed into fundraising, that triggers controlled motivation (low quality motivation) i.e. obligation, guilt, or fear of judgment, which often results in avoidance. Instead, we need to create conditions for volitional motivation (high quality motivation) by satisfying […]

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    Q: Copywriters often argue the ask should appear on the first page, but that usually breaks the story in two. With a one-sided letter the ask is always on page one, but with a two-sided letter it may fall on the second page—do results differ? Has your appeal structure been tested on both one-sided and two-sided letters? I just read the article Your Appeal Outline: Thoughtful Strategy or Random Spasm?

    That’s a really thoughtful question, and you’re not the first to raise it. Many of our clients have been cautious about placing the ask at the very end. To address their concern, we’ve tested both approaches, and the results are clear: when the ask comes last, even if that means it appears on the second […]

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