Strategy+Business is not a publication that focuses on non-profits, but it's still a great resource for fundraisers. Check out a recent article on consumer choice.
My colleague Jeff Brooks (Future Fundraising Now) summarized the article nicely: "choice isn't good; good choice is good."
One good nugget is item #4, which talks about referring to the person's past choices to help them decide.
I've found that to be true in fundraising. In an A/B test the appeal letter that referred to the donor's past gift to the same offer generated more response than the appeal that presented the same offer without the reference.
Test this with your donors, and let me know how it worked.
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