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Walk A Mile In Their Shoes

I’m surprised when the online donation form companies give me a deer in the headlights look when I ask whether they do user experience research.  I should stop being surprised as this has happened many times.  I’m a slow learner. The charity sector average conversion rate of human beings on donate forms is 12%.  That’s […]

Learn More October 4, 2024

Vote for Al Smith and Make Your Wet Dreams Come True

I promise I’ll tie in the post title and it’s not (merely) clickbait but indulge me for a moment. Distinctive Brand Assets sounds like one of those esoteric, say nothing concepts dreamed up either by academics or brand charlatans.  That was my first reaction anyway. Distinctive assets are non-name identifiers like colors, taglines, characters or […]

Learn More October 2, 2024

Peloton Fundraising

Many lament comparisons between the nonprofit and commercial sector.  I’m of the view the two are more similar than different but don’t take my word for it, just ask Peloton.  This is from a WSJ article on the company with my headline takeaways. One size fits all is bad.  Matching message to different needs is […]

Learn More September 30, 2024

Engagement Scores: The Empty Calories of Fundraising/Marketing

Click. Like. Follow. Attend. Or is it attend, follow, click, like?  Non-financial behavior may be useful but there are lots of weak-tea ideas being trotted out under the banner of Engagement. Two Engagement notions in particular should be relegated to the dung pile where engagement hustlers look for ponies. Bogus Idea #1 1.Engagement is a set […]

Learn More September 27, 2024

Survivor: Society Edition

Imagine a reality TV show where the contestants aren’t competing for food or fire, but something more complex: how to split people into groups to minimize conflict within and maximize tension between them.  The host explains the rules: “Your challenge is to create islands of harmony, but with enough contrast to make sure the rivalry […]

Learn More September 25, 2024

Are Americans Become Less Generous? What the Latest Research Tells Us.

This week the Generosity Commission released it’s long-anticipated report. You can download the full report titled,  How and Why We Give. Here. The $ 2 million Report is among the most comprehensive surveys ever taken of our sector. The last time such a broad assessment of philanthropy was published was in 1975, with the release […]

Learn More September 23, 2024

Delivery or Carry Out?

Domino’s, the pioneer of the 30-minute delivery guarantee and pizza tracker, is no longer just the delivery giant you remember. In a surprising shift, Domino’s delivery business is shrinking. Rising inflation, along with the growing desire to avoid delivery fees and tipping, has led more customers to opt for a different choice: carryout. In fact, […]

Learn More September 20, 2024

Is Your Charity Delivering the Goods?

Donor’s need to feel like their donation will do some good because we all crave a sense of competence.  The question is, what’s the best way to signal and communicate this?  Here are three: Outputs: Immediate, tangible results examples of what the charity directly provides – meals delivered, blankets distributed, or books supplied. Outcomes: These […]

Learn More September 18, 2024

We Grow Too Soon Old and Too Late Smart: Lessons from Botton Village

I grew up in the Pennsylvania Dutch part of the Keystone state, and there’s a saying from the folks around there.  Perfect for this post: “We grow too soon old and too late smart.” This simple truth rings especially loud when I think of one of the best fundraising cases I’ve seen in my lifetime—a […]

Learn More September 16, 2024

Is Your Fundraising All Dots, No Pattern?

We report average gift as gospel.   And if the giving by your donors looks like the normal, bell curve on the left then average and how tall or wide the middle part is will give you much of what you need.  This world view assumes outliers are distraction.  How many times have you or your […]

Learn More September 13, 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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