Change For Better

4th Annual Conference on Pro-Social uses of Behavioural Science.

Save the date 23rd September 2021

This year’s theme is fundraising with a global collection of 21 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 keep in touch.

A Masterclass, Small Group Tutorial and Global Seminar all in one insight-packed day

Three ways to benefit

This year’s Change for Better seminar will have a different format. We’ll still make it available online to allow the maximum number of participants to take part- and to make joining in from anywhere in the world easy.

Last year’s event attracted 200 ‘live’ participants from 38 countries with almost 1000 views online afterwards- and this year we plan to beat those totals. We’d love you to share in and contribute to the learning.

The day is in three parts- and see below for more detail:

Part One : How Behavior Science is changing the World of Fundraising

09.00-10.30 GMT

This fast-paced session will explore how behaviour science is transforming fundraising. Switch your brain to warp speed as we share practical global insights.

Part Two : How You can Transform your Fundraising Masterclass

11.00-15.00 GMT

Keen to explore what you can do? This masterclass will be led by the four editors of the book, Maddy Croucher, Omar Mahmoud, Meredith Niles and Bernard Ross.

Part Three : Small Group Tutorials

15.30-17.00 GMT

After the masterclass you can opt to deep dive into your own issues and have a small group session with one of the experts. Bring your practical challenges and we’ll work to solve them!

Masterclass and Small Group Tutorials

Transform your Fundraising Masterclass: Keen to explore what you can do? This masterclass will be led by the four editors of the book, Maddy Croucher, Omar Mahmoud, Meredith Niles and Bernard Ross. In this session you’ll be led step by step through the key elements that help you improve you fundraising work.
Small Group Tutorials: after the masterclass you can opt to deep dive into your own issues and have a small group session with one of the experts. Each tutorial will have a maximum of 10 people in it- so you’ll have the chance to raise your own specific issues and challenges in an interactive setting.

Masterclass Leaders

Bernard Ross

Director, MC Consulting

Bernard Ross is Director of =mc consulting, and works worldwide for ethical organisations including all the major INGOs.

He has written six 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.

Maddy Croucher

Senior Consultant,
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.

Meredith Niles

Executive Director of Fundraising and Engagement,
Marie Curie UK

Meredith Niles is Executive Director of Fundraising and Engagement at Marie Curie UK.

She leads 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 board member at Trust for London and Plan International.

Omar Mahmoud

Chief of Market Knowledge, UNICEF International

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 receive a FREE 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 seminar it’s completely free. Register now to ensure you have a place in this year is sure to sell-out event.

Want more details? Register your interest here.