This year’s seminar theme is fundraising, focusing on how you can improve your fundraising by incorporating decision science in your approaches. The seminar will incorporate insights and inspiration from the first book to show real world results of behavioural science applied to fundraising.
You’ll hear from global collection of 21 high-achieving contributors from Africa, South America, Asia, Europe and North America. Make sure you don’t miss it. Bookmark this page, save the date, and sign up to secure your place.
As with the successful 2020 event, the seminar will be online so you can take part from wherever you are in the world. It’ll also be recorded so you can join on the day, or follow the learning in bite–sized chunks over the four weeks the sessions will be available.
A Global Seminar and Masterclass all in one engaging and focused day
Turning ideas into insight
This year’s Change for Better seminar will focus on one of the key issues for third sector organisations- fundraising, the fuel that drives your pro-social work. It’s structured in two parts:
- The seminar will introduce you to 17 brilliant case studies contributed by 21 expert global contributors to the new book, also called Change for Better. Find out here about the ideas from behavioral science turned into insight.
- The masterclass is an exclusive event for a maximum of 50 people. You’ll be introduced to a robust framework to actually plan and execute a behavioural science based fundraising approach, guided by four leading global experts: Bernard Ross, Maddie Croucher, Meredith Niles and Omar Mahmoud.
Seminar : How Behavioural Science is changing the World of Fundraising
In this fast-paced seminar, Omar Mahmoud (UNICEF International) and Bernard Ross (=mc consulting) will showcase studies and experiments from the new book Change for Better. This breakthrough book, two years in development, is filled with ideas and inspiration from around the globe on how behavioral science is transforming fundraising. You’ll hear interviews and analysis from global experts as they share real-life results:
- improving bequests in Australia though priming research
- using artificial intelligence to fundraise for tackling racism in Brazil
- linking the Kenyan Harambee model and mobile phone-based crowdfunding
- launching a fun digital Christmas campaign to end period poverty in the UK
- testing six different approaches to mail drops for Christian Aid, with surprising results
- reaching out animal lovers to support Edinburgh Zoo during the pandemic, raising income by 3000%
- re-energising direct mail in Austria using BE techniques: framing, salience, priming and more…
- upgrading humanitarian donors to significant gifts for MSF in Trump’s America
- exploring how different images of children impact on supporter perception across South America
- persuading consumers to pay for the Big Issue magazine and treat it as a ‘real’ purchase
Masterclass : The secrets behind the science
11.00-17.00 GMT | Lunch break 12.30-13.15 | Coffee break 15.00-15.30
Keen to apply behavioural science to your fundraising work? Discover ‘how’ in this live online masterclass led by Maddie Croucher and Meredith Niles, assisted by Bernard Ross and Omar Mahmoud. This team of four outstanding experts combine real-life fundraising knowledge, practical consultancy skills, and behavioural science expertise. For this masterclass they’ll share their expertise and introduce you to a unique practical research base built up over the last two years.
The six-hour masterclass will be divided into two complementary sections:
- Part 1: Diagnosing your challenge: using the widely respected COM-B model we’ll dig deeper into the conscious and subconscious factors that influence decision making and behaviour. You’ll be guided through how to accurately analyse the barriers and motivators to supporter engagement. You’ll discover how to set up research that accurately informs your ideas rather than reinforcing existing practice.
- Part 2: Developing behavioural solutions: here we’ll use a guided workshop approach, introducing you to the key principles of how to practically change supporter behaviour. You’ll learn how to use the specially developed RAISE framework to design and develop fundraising propositions and programmes. This framework grew out of the largest global review of behaviourally-informed fundraising work documented in the new Change for Better book.
You’ll hear about what’s worked elsewhere across channels and audiences, and have the chance to take part in case studies, interactive exercises, small group work and Q&A guided by the four editors of Change for Better. You can join as an individual or bring your team in one location, all for the same great price.
Don’t want to miss a thing and save £25? Enjoy the seminar and a guaranteed place on the Masterclass for £200 £175.
Your booking includes follow up access to video recordings for all the sessions.
About your Masterclass
The intensive masterclass will walk you though a number of key steps to help you understand how to apply behavioural science practically to your fundraising. Among the topics we’ll cover are:
- Behavioural science and donors: what we know… and what we don’t know. If this isn’t a silver bullet what is it?
- Integration: how do neuroscience, evolutionary psychology and behavioural economics connect across the supporter experience?
- Defining the challenge: what’s holding back prospects and donors? How do you make sure you’re dealing with the right issue?
- Nudges and Heuristics: what are the key tactics that are proving useful across channels for fundraisers? And how can you use them ethically?
- Establishing a hypothesis: what might work with your target audience? How can you design fundraising experiments to test your brilliant idea?
- Scaling: how do you take your learning and scale it in a way that ensures replicability across channels and audiences?
Part 2 of the Masterclass will offer the chance for small group activities, case studies, practical examples, and questions. All led by four leading experts.
Bernard Ross is Director of =mc consulting, and works worldwide for ethical organisations including all the major INGOs.
He has written eight award winning books on a range of topics including decision science, strategy, influence and fundraising. His most recent is Change for Good with Omar Mahmoud on behavioral science in NGOs. He is currently completing two new books due out in 2021. He led the World’s Largest Arts Fundraising Experiment in 2019-20 supported by the Arts Council of England.
Ogilvy Consulting’s Behavioural Science Practice
Maddie Croucher leads a diverse range of behaviour change projects, applying behavioural insights and creative thinking to develop and test solutions for a range of clients in the private, public, and third sector. Most recently she has been working with WRAP on a national programme to reduce food waste, DKMS to maximise the retention of stem cell donors, and Unilever on driving consumer sustainable living.
Marie Curie UK
Meredith Niles was until recently Executive Director of Fundraising and Engagement at Marie Curie UK.
She led teams that are responsible for £115m of voluntary income generation as well as our marketing and communications, policy and public affairs and research activities. She was previously Executive Director of Investment Banking at Goldman Sachs working in corporate finance, mergers and acquisitions. She graduated as MSc with merit from LSE.
She is a trustee at Trust for London, Plan International and Sofii.
Omar Mahmoud is a market researcher with 35 years of experience in multinational corporations and international organizations. He held global, regional, and local positions and worked on several global brands including Pringles, Pampers, Pantene, Ariel, Oil Of Olay, Ovomaltine, Isostar, Voltaren, and UNICEF. His areas of expertise include branding, innovation, insights, advertising research, concept development, and behavioural economics.
Omar taught Market Research, Marketing, and Business Thinking at The International University in Geneva. He is a regular speaker at universities, business schools, and international conferences and his publications include articles and award-winning papers on marketing, market research, and decision making. He is a co-author, with Bernard Ross, of Change for Good: Using Behavioural Economics for a Better World, 2018.
And a super bonus …
Everyone who attends the seminar will be able to buy a half-price copy of Change for Better, the groundbreaking new book assembled by the editors and authors. This is the book that Rory Sutherland, behavioural guru, called “terrific” and praised as “packed with insights, ideas and inspiration.” Find out more about 17 extraordinary real-world experiments designed to deliver more funds for good causes- covering raising funds for humanitarian action, zoos, human rights, feminist campaigns, theatre and museums, anti –poverty work, hospices and more.
Normally the book is £24.99, but for those attending the online masterclass there’s a free electronic version and a half price offer on the actual book (+postage). Register now to ensure you have a place at this year’s event that is sure to sell out.