Name A Roach
I once had to raise money for a far-flung conservation program seeking to restore habitat for endangered species.
A terrifically successful program. The problem was that we had no ‘charismatic’ species in our repertoire … just a bunch of woodpeckers, frogs and such. So it was a struggle.
That’s why I adore this contrarian approach from the Wildlife Conservation Society at the Bronx Zoo, which has plenty of charismatic critters it could have chosen to feature.
Enjoy the cheeky Name a Roach campaign!
I don’t care whether this works or not … they get a raise for sheer fun.
Remember, roaches are forever!
Tom
P.S. Thanks to Michelle Shefter for the pointer.
2 responses to “Name A Roach”
Behavioral Science Q & A
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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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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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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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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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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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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Tom (and Michelle) – this is priceless… it made me laugh out loud. The closing paragraph says it all. I don’t live in New York but it made me want to send them $ anyway. They totally deserve a raise!
It’s very clever. But….
There’s no way to make a gift and name a roach, no give link. You have t go through their home page. And by that time you may well get distracted by all the other neat content and forget to make a donation.
I’d be curious to see if donations rose after the email.