Mr and Mrs … Kiss Of Death
Blogger Kivi Leroux Miller wants to be recognized when she’s a donor.
I don’t mean ‘recognized’ as in ‘applauded’.
I mean she expects, at least upon reaching some giving level, that a nonprofit to which she donates actually knows that she is a ‘she’ and, making the point that the 2010s are not the 1950s, that she’s not a mere appendage of her husband.
As Roger and I keep harping away, nonprofits need to get serious about customer service. which for nonprofits starts with knowing your donors. Remember this chart from Bloomerang?
Correct name spellings, correct addresses, correct salutations, etc. Can it be more basic?!
Tom
3 responses to “Mr and Mrs … Kiss Of Death”
Behavioral Science Q & A
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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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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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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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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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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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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Thanks for sharing the rant, Tom!
Got to meet Roger in person for the first time yesterday, which was a pleasure, naturally.
Love this. The best information — and solutions — are always the simplest. And the “simple” are often fraught with delicate details. Kudos on this conversation.
Thanks for sharing! I have always hated the outdated and sexist “Mr. and Mrs. John Doe” label, which as you suggest, is indicative of a larger institutional bias toward tradition over donor preference. Between you and Kivi, I now have proof that some of the biggest names in the sector back me up!