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Engaging Hearts and Inboxes: A Behavioral Science Perspective on Charitable Email Campaigns with Christina Gravert

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 “Our experiment was run on a warm list. There, we saw that they were only unsubscribing when we’re sending too many emails.”

– Christina Gravert


Episode #168

Overview

In this episode of What the Fundraising Podcast…

Today, let us unravel the complexities of charitable email campaigns and donor engagement. Also, let us explore the findings of groundbreaking experiments conducted on warm donor lists, offering a fresh perspective on the delicate balance between reminders, cognitive dissonance, and donor satisfaction!

Our guest, Christina Gravert, an accomplished behavioral economist, is an Associate Professor at the University of Copenhagen’s Department of Economics. Specializing in environmental sustainability, health, and charitable giving, she investigates the intricacies of human decision-making to promote societal welfare. With tenure and affiliations with the Center for Economic Behavior and Inequality (CEBI), Christina also directs the Copenhagen Experimental Laboratory. Her impactful research, rooted in evidence-based decision-making, contributes to understanding how individuals can be nudged toward socially responsible choices. As a CESifo Research Network Affiliate and advisory board member of the Society for the Advancement of Behavioral Economics, Christina’s work extends beyond academia, actively addressing pressing societal challenges. Also, she co-founded Impactually, a consultancy specializing in behavioral science.

Throughout today’s conversation, Christina shares invaluable insights into the impact of timing, content variation, and affirming language on donor behavior. Drawing from her extensive research, we discuss the nuances of crafting effective communication strategies, questioning whether additional reminders benefit engaged but hesitant donors. Delving into the psychology of donor decision-making, we contemplate whether personalized approaches and strategic timing can alleviate potential barriers, ultimately enhancing the donor experience. Also, this episode explores the intricate dance between email overload and donor engagement, offering practical takeaways for nonprofits, charities, and fundraisers looking to optimize their strategies.

EPISODE HIGHLIGHTS

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ADDITIONAL RESOURCES

  • Support for this show is brought to you by Instil. Our friends at Instil really understand what it means to build and manage relationships in a holistic and human-first way. The platform’s advanced UX design and real-time analytics smooth donor management to make it easy for you to connect every supporter to the impact of your work. To learn more head on over to www.instil.io/mallory.

  • If you haven’t already, please visit our new What the Fundraising community forum. Check it out and join the conversation at this link.
  • If you’re looking to raise more from the right funders, then you’ll want to check out my Power Partners Formula, a step-by-step approach to identifying the optimal partners for your organization. This free masterclass offers a great starting point

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Get to know Christina Gravert:

Christina Gravert is an associate professor of economics at the University of Copenhagen and the cofounder of Impactually, a behavioral science consultancy. Her research and consulting work focus on why good intentions do not translate into the desired actions, and how to design policies that improve health, charitable giving and environmental sustainability.

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I teach nonprofit fundraisers to bring in more gifts from the RIGHT donors… so they can stop hounding people for money. Fundraising doesn’t have to be uncomfortable.

MALLORY ERICKSON

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