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All profits from the book and the seminar go to Médecins Sans Frontières to support their vital humanitarian work.
At last a book that brings behavioural science out of the academic halls and supermarket aisles and makes it relevant to practitioners promoting social good though charitable fundraising.
In 17 terrific chapters 21 leading fundraisers from 10 countries- marketeers, researchers, neuroscientists, management consultants, and behavioural scientists- share their ideas and insight to transform your fundraising. You must have this book open on your desk as you prepare your next campaign.
More than book — a complete resource!
The book brings together 17 case studies from around the world. They cover a range of fundraising situations from improving street collections to boosting regular giving for humanitarian causes and even improved museum visitor collection boxes.
The comprehensive content is in four parts:
- The case studies take place in a range of settings: zoos, galleries, online, in shopping malls and more. As well as describing the methodology and results each author makes sure the learnings are carefully explained as well as implications for you and similar work you might want to carry out
- There’s a detailed section on the ethical issues in using behaviour science techniques. Meredith Niles, one the editors, addresses the key question ‘what are the implications for fundraisers if you can change minds without changing behaviour?’
- At the end of the book there is a comprehensive glossary covering 50 of the key terms in behavioural science and providing an explanation or example of how they might apply to fundraising- these range from ‘agency’ through ‘priming’ to ‘warm glow’.
- An annotated list of helpful resources including a detailed booklist, addresses of key agencies to contact for support, and a list of other free resources and downloads which any fundraiser aspiring to apply behavioural science can secure for free.
17 Outstanding Case Studies
As indicated above there are a number of case studies covered. Here’s a heads up on what’s you’ll benefit form:
- Bloody Good Period – Festive Period Campaign
In this chapter Camille St-Omer Donaldson and Ruby Bayley explore how to use humour in a campaign to secure regular monthly giving as they address the serious issue of period poverty and, interestingly, how to engage men more directly in this issue.
- Creating Growth for WaterAid
Mike Colling from the The Kite Factory explains how a 15-year history of developing messaging and relationships, underpinned by behavioural science, transformed Water Aid supporters into loyal and committed donors who really understood and valued their engagement.
- The Big Issue Facing The Big Issue
Crawford Hollingworth of The Behavioural Architects takes the lead here as he explains how he worked with this homelessness/poverty charity to help change behaviour among potential customers of the Big issue magazine, changing attitudes for a simple donation to keen purchasers and magazine readers.
- Behavioural Economics & Neuroscience in Fundraising & Engagement for SOS Children’s Villages
Marcelo Iniarra and Ana Paola Pérez worked on an SOS Children’s Villages campaign across South America to explore how images of beneficiaries impacted on supporter responses
- Experimenting with Behavioural Science across the Arts and Culture Space
Marina Jones of the Royal Opera House relates the details of the World’s Largest Arts Fundraising Experiment in which 10 UK cultural agencies — galleries, museums, touring companies and large theatres — compared how effective different behavioral techniques were to promote fundraising across different channels and audiences.
- Neurofundraising – the Next Big Thing?
Geoffrey Peters of the Moore Group has established the first global laboratory to study how fundraising messages are processed by the brain. In a series of ground-breaking studies he links neural processing and philanthropy especially the techniques to stimulate DOSE chemicals in the subject’s brain.
- We’re All (Not) Going to the Zoo Tomorrow…
Bernard Ross and Celia Brady of RZSS and =mc consulting explain how Edinburgh Zoo used behavioral science techniques during the pandemic to secure support for the Zoo’s work, increasing income from £20K to over £600K, much of it from people who weren’t big fans of zoos!
- Small Tweaks & Big Effects in Door-to-Door Fundraising
Madeleine Croucher of Ogilvy Consulting explores how the team sought to improve results improving one of the oldest fundraising techniques in the world: the envelope door drop. Which of six tested designed performed best for the well-established Christian Aid door drop? The results might surprise you!
- Crawl, Walk, Run: Digital Experiments at Doctors Without Borders
Thomas Kurmann, formerly development director at the US version of MSF, tested a number of approaches to humanitarian fundraising online in Trump’s America with impressive results and some equally impressive failures. Here he shares what worked and what didn’t.
- And eight more wonderful examples…