Discover how to Drive Fundraising Breakthroughs
Using Artificial Intelligence and Decision Science combined!
Live broadcast online — 10:00-16:00 CET / 09:00-15:00 GMT
plus on demand recording
Live broadcast online
10:00-16:00 CET / 09:00-15:00 GMT
plus on demand recording
What if you could integrate two of the most powerful forces shaping fundraising today — Artificial Intelligence and Decision Science — and use them to deliver breakthrough fundraising results?
The good news? You can. Even better, the links can be straightforward without massive investment. Best of all, they’re already delivering results such as cutting donor acquisition costs, boosting upgrades, increasing retention, and driving deeper engagement for agencies worldwide.
Don’t miss your only opportunity in 2025 to learn online from global experts Filipe Páscoa and Bernard Ross, and transform your fundraising future.
Join other ambitious fundraisers on 17th November from your desk or kitchen table for an intensive Masterclass when Páscoa and Ross will share their latest project work, allowing you to move beyond clever Chat GPT prompts and a quick skim of behavioural economics. You’ll discover how to integrate social listening, AI analysis and decision science-based messaging. The two experts will focus on fundraising but also look at other issues from reducing vaccine hesitancy to improving museum attendance.
You’ll hear real-world case studies — from Médecins Sans Frontières (Doctors Without Borders), UNICEF, Greenpeace, and emerging small-scale successes like Edinburgh Zoo (UK) and Cancer Council (Australia) — that show exactly how AI and decision science are reshaping fundraising, even on a budget.
In an intensive and inspiring day, you’ll find out how to combine the two technologies transforming fundraising globally — improving acquisition, securing upgrades, and enhancing retention.
You’ll have the chance to interact with other participants and ask questions live.
Artificial Intelligence
We’ll show how sophisticated leading-edge AI can help you identify the key issues that are important to your supporters and prospects through social listening- even using basic tools like Chat GPT! You’ll discover can how to develop targeted messages that speak directly to your supporters’ interests.
Decision Science
Decision science combines behavioural economics and neuroscience to create messages — on websites, emails, TikTok, banners, posters and even envelopes — that prompt or encourage pro-social behaviour including donations. You’ll find out how low-cost simple cues can deliver. Incredible results at an amazing return of investment.
Combining these two technologies allows you to understand the operating system of your supporters’ brains and directly target messages that makes sense to them and more importantly, encourage direct action.
About the programme leaders
The programme will be led by two outstanding fundraising thinkers both with global experience and practical hands-on skills.
Filipe Páscoa
Founder, ENLAIGHT
Filipe Páscoa is a fundraising and public engagement strategist with 20 years’ experience using technology to increase donor income and lifetime value. He has led major fundraising campaigns for organisations like UNICEF, Greenpeace, and Amnesty International in countries as diverse as Kazakhstan and Brazil, France and Australia.
He is the founder and CEO of ENLAIGHT, where he develops ethical AI tools that help nonprofits and public institutions turn data into insights: driving impact, optimizing campaigns, and building trust. In 2025 he was one of ten global finalists for the prestigious Silicon Valley AI prize the Singularity University Global Challenge Award.
Bernard Ross
Director, =mc consulting
Bernard Ross is a respected global strategist in social change, behavioural economics, and neuroscience. He has developed campaigns and strategies to save the last 750 great apes in Rwanda, to improve conditions in Cox’s Bazar, the world’s largest refugee camp, and to fund educational work at CERN where the secrets of the atom are being uncovered.
As co-director =mc consulting, he advises NGOs and governments on decision science to create social impact. Co-author of Change for Good and Change for Better, he champions ethical, evidence-based strategies to influence behaviour. His books, lectures, and trainings have shaped how fundraisers and campaigners drive change around the world.
Here are some success stories you'll find out more about
Hear how Fondation Gustave Roussy in France massively increased one-time gifts by 74% using social listening and AI.
Find out how Cancer Council Australia’s Daffodil Appeal raised $400K in its first week after moving online with AI audience insights.
Discover how Edinburgh Zoo went from £20K in individual low value giving to £1.3M in just 14 months using decision science techniques.
The Hygiene Bank UK organised a gala dinner using decision science principles and secured £315K from just 78 high value diners. Find out how.
Your masterclass details
Date and Location
LOCATION: Your office, sofa, kitchen, or café wherever is convenient. Recording available for 4 weeks post live event.
DATE: 17th November
TIME: 10:00-17:00 CET / 09:00-16:00 GMT and then recording available to watch at leisure.
INVESTMENT: £150.00
What you’ll discover
Before you come, we’ll ask you to fill in a brief questionnaire so we can adjust the content to exactly meet your needs but you can expect to discover how to…
- Decode donor decisions and identify what really drives giving… and giving up.
- Apply decision science frameworks to design effective donor journeys.
- Work live on your own campaign challenge applying tools and frameworks.
- De-mystify AI tools like ChatGPT and Gemini and compare + and – of LLMs.
- Understand how to use AI to Personalise messaging and improve segmentation.
- Navigate the ethics of influence and tackle the risks in automation.
- Build your own “AI roadmap” for fundraising success.
- Ensure creativity and authenticity sit at the heart of your campaigns.
Programme Content
The programme consists of eight linked modules. We’ll work though these giving practical examples and case studies of how charities and campaigns have used the tools and frameworks to transform their results. You’ll also have the chance to work on your own ideas.
Module 1: Decoding Donor Decisions
Understanding What Drives Giving
- Why people really give: beyond dodgy demographics to decision dynamics
- Fast vs slow brain: Using Kahneman’s insights to decode donor hesitation
- How behavioural biases shape gift journeys and how to ethically nudge them
Module 2: Decision Science in Action
Creating Donor Decision Architecture Using Fast Frameworks
- Understanding decision frameworks that have changed the fundraising game
- Cases: how foodbank, humanitarian, medical, zoo and human rights campaigns succeeded
- Behavioural interventions you can steal and scale tomorrow
Module 3: Developing Your Own Campaign
Making it Real: Applying the Key Ideas
- Job One: accurately identifying the behaviour you want to change
- Mapping the steps towards the outcome
- Linking Behaviour, Barriers and Boosters
Module 4: Demystifying AI for Fundraisers
What Every Fundraiser Needs to Know – No Coding Required
- AI boundaries: where we are, and what’s coming
- How AI models “think” and how to use Chat GPT, Gemini and more
- AI tools you need for fundraising
Module 5: Using AI to Supercharge Your Fundraising
The Smart Fundraiser’s Toolkit
- Analysing supporter motivations using AI: segment smarter, not harder
- Rapid prototyping donor journeys with AI agents
- Writing intelligent appeals with the help of Large Language Models
Module 6: The Ethics of Influence and AI
Persuasion vs Manipulation in the Age of AI
- Navigating the ethical line: When is nudging too much?
- Ensuring transparency and trust in your AI-assisted fundraising
- Responsible fundraising in an age of digital persuasion
Module 7: Futurescaping Your Fundraising
Creating Your Action Plan
- Your AI roadmap: Behavioural tests, AI pilots, and quick wins
- Designing “micro-experiments” to unlock donor insights
- Coaching clinic: Your questions, our combined expertise
Module 8: The Human Edge: Creative Campaigns
Stop copying and start creating
- How to avoid ‘me too’ fundraising and average results
- Combining best practice with innovation
- Creative case studies
Investment… and an opportunity to save
Participation is open to any senior fundraising or campaigning professional working in the pro-social space. But there are just 25 spaces to ensure personal engagement.
Book now to:
- secure your place in the future
- benefit from the Earlybird discount
- join a global peer group of ambitious fundraisers
What’s included?
Your investment for the day includes:
- access to a recording to view at leisure
- a chance to ask questions to the two presenters
- a specially written e-book covering all the key ideas
Book now
You can secure your place for £150.00. Or why not save with the earlybird?
Book before 31st October and save £25.00 (your place guaranteed for £125.00) or access the recording on demand.
Added Value Gift
Every attendee will be gifted this new 40-page eBook by Bernard Ross and Filipe Pascoa containing all the key ideas.
