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Getting People to Part With Their Money is So Easy

I routinely see some version of this on the world wide web: Ask, thank, report back. Repeat. But make sure you get that 2nd ask in the first 90 days otherwise, people are much less likely to give. And don’t forget, do some multi-channel matching luggage exercise mimicking the mail piece in email and social. […]

Learn More November 1, 2024

GOTV Works. GOTV Doesn’t Work.

There was a field experiment a few years back using social pressure mailers that increased voter turnout by around 8 percentage points. That’s a massive lift. But averages, even big lift ones, can hide a lot.  Nothing works the same with everybody.  There aren’t universal “nudges” or other tactics that apply evenly to all people. […]

Learn More October 28, 2024

Here’s Your Year-End Bonus!

This isn’t a year-end bonus check. It’s better. It’s a gift that will sharpen your results, build your reputation, and grow your organization’s bottom line for years to come. That’s what Thankology, Lisa Sargent’s new book, is. A gift for you, your team, and your donors. Simple, clear, and worth more than any check. Even […]

Learn More October 25, 2024

Multichannel Cart and Horse

This bar chart is not multichannel.  Well, it is in that I can see a blue bar labeled as such.  But this is a very limited, narrow view of the outcome/revenue side of our business focused entirely on where transactions occur.   It’s putting the cart before the horse and the cart has a busted wheel. […]

Learn More October 23, 2024

The Trap of Complacency and Denial

Kodak invented the digital camera in 1975, but the company’s leadership was so attached to their  profitable film business they ignored it.  The company filed for bankruptcy in 2012 and emerged a year later a much-diminished enterprise, significantly downsized today with a focus on printing and digital imaging technology. Kevin’s post, Pogo Was Right,  reminded […]

Learn More October 21, 2024

Pogo Was Right

Cartoonist Walt Kelly is credited with the line, “We have met the enemy and he is us” uttered by his Pogo opossum character in a 1970 Earth Day poster highlighting human impact on the environment.  Ironically, the very brands responsible for societal good are polluting the fundraising rivers with a sea of gimmicky, transactional sameness. […]

Learn More October 18, 2024

Commitment Redux

People in highly committed relationships judge alternatives as less attractive compared with single people.  This devaluing of alternatives carries over to brands too.  Consumers who strongly prefer a brand evaluate the competing brand more negatively.  Higher commitment causes people to focus on how the brand is dissimilar from their preferred brand, low-commitment consumers focus on similarities. […]

Learn More October 16, 2024

No Cap

In October 2017, rappers Future and Young Thug released a collaborative mixtape titled “Super Slimey”, which included the song “No Cap.”  My children tell me this has nothing to do  grammatical conventions but nevertheless, these rappers were mostly right. Alas, the marketing, fundraising and advertising world didn’t the memo.  All cap headlines are very common.  […]

Learn More October 11, 2024

Fundraising At or To Your Donor?

This question of  ‘at’ or ‘to’ struck me when reading a report from a UK agency that ran ads for a US animal rights advocacy charity. I found the thinking behind the ads and the testing to be wildly superficial and uninteresting and almost certainly leaving lots of money on the table.  But, I realize […]

Learn More October 9, 2024

Your Charity Tote Bag Won’t Get You Into Heaven Anymore

Just  imagine the panic among some of our colleagues if that dockworkers’ strike hadn’t been put on hold last Friday. Hundreds of fundraisers and dozens of production houses would be panicking—maybe worse—facing the grim reality of millions and millions of tote bags, address labels, calendars, and seasick stuffed bears bobbing offshore, unable to land. No […]

Learn More October 7, 2024

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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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