NAFS Masterclass 2024
Raise more money for your Arts, Culture and Heritage cause with Decision Science
An intensive Masterclass exclusively for development, fundraising, marketing and communications practitioners in the arts, culture, and heritage sector- brought to you by the National Arts Fundraising School.
- The Abbey Centre, London 15th February – 09.30-17.00
- Wakefield Theatre, Wakefield 22nd February– 09.30-17.00
How did a…
- Municipal museum double gifts from its tap to donate boxes by using different images on entry and exit?
- Scottish visitor attraction grow online individual giving from £20K to £1.3M in just 18 months?
- National childrens’ arts education project increase audience gifts by 17% using an envelope on every seat?
- Performing arts venue improve average gifts by 400% by changing the sequence of donation options?
…by applying decision science — combining behavioural economics, neuroscience, and psychology to their campaigns.
Now you can learn how to apply these proven techniques by attending The Donor Decision Masterclass in Wakefield or London in February 2024.
BUT there are only 30 places on each Masterclass. Don’t miss out!
What will I learn?
The day is designed to offer you a mixture of:
- Case studies across a range of institutions and agencies big and small.
- Psychologically designed frameworks that you can adapt and apply to your work.
- Simple tips and techniques to apply to print, web, foyer and even toilets.
In a packed day you’ll discover how to:
- Apply the latest thinking about donors to every aspect of your fundraising: ticket donations, donation boxes, legacies, HNWI asks, crowdfunding and more.
- Design an engagement journey, identifying the key Moments of Truth when a small change in image, words, or sequence can improve results.
- Shape collateral to stimulate the DOSE chemicals: dopamine (for anticipation), oxytocin (for empathy), serotonin (for pride) and endorphins (to make gifts easy).
- Reduce friction in your donor process avoiding the barriers that some CRM systems introduce when ticket buyers struggle to deal with your complex website.
- Use your team’s skills to make sure the science is complemented by creativity and imagination that engages your audience.
- Produce legacy materials that engage older supporters effectively and encourage them to make the first step to a bequest.
- Organise images and Calls to Action on your website to attract attention and improve gift levels form donors and ticket buyers.
- Link your retail operations — shop, bar, café, and even ice cream sales — to your fundraising activities providing extra income from both.
- Set up a membership scheme that drives more support to the top high value levels, so improving your income.
- Design effective supporter personas that key into key philanthropic psychological principles and offer insights on how to shape your requests.
About your Masterclass leaders
By securing your place you’ll join a small group of fund raisers for an intensive one-day event on how to transform your fundraising using decision science facilitated by leading UK fundraising experts.
Bernard is one of the leading figures in arts and charity fundraising. He’s worked with many of the UK’s largest arts, cultural and heritage agencies helping them improve their fundraising including the Tate Gallery, The Southbank Centre, BFI, Birmingham Museums, National Trust for Scotland and English Heritage. He designed the strategy for the soon-to-be-open £50M Paisley Museum.
Internationally he works in Europe, USA, Africa and South America with many of the leading INGOs including UNICEF, UNHCR, WWF and Red Cross raising money for difficult causes.
He’s written best-selling eight books on a range of issues, from organisational strategy to the role of decision science in fundraising. He led the world’s largest cultural fundraising experiment exploiting innovative approaches across UK, Ireland, Australia, Estonia, and Ireland.
Marina has over 20 years’ experience in arts fundraising across a range of organisations. She is one of the co-authors of Helping Supporters Choose and a chapter contributor on arts fundraising to Change For Better, the leading book on fundraising science.
Marina spent 13 years at the Royal Opera House working on capital campaigns, memberships, legacies, trusts and foundations.
She is a keen behavioural scientist experimenting and writing on how to use decision science in fundraising.
She was a leading figure designing and delivering the world’s largest cultural fundraising experiment.
Marina will offer case studies from her work at the Royal Opera House and English National Opera.
Your all-inclusive fee includes
Places are limited at each venue. Investment is £199 + VAT.
- Refreshments on arrival and through the day plus a light working lunch in our comfortable venue.
- Networking opportunities with the programme leaders and coaches and, of course, your fellow participants.
- Full documentation including how-to-frameworks, checklists, case studies and a copy of the Decision Science Lab workbook.
Book now for your added value gift
50% off Change for Better: fundraising lessons from leading behavioural practitioners around the world. Value: £20.00
Count me in
I want to raise more money for my cultural cause using decision science.
Please reserve me one of the 30 places on the Masterclass to give me access to these exciting insights and techniques.