The Donor Decision Lab Masterclass

Decision Science

Vancouver BC, Canada | Thursday, 12th November 2026
09:30 - 16:30

HOW DID A…

zoo grow individual giving from $40,000 CAD to $2,000,000 in just two years?
museum double gifts for its tap-to-donate boxes using different messages on exit and entry?
humanitarian organisation improve online donations by 25%?
food poverty charity raise $750,000 CAD in a single major donor dinner?
medical charity increase face-to-face average gifts from $37 CAD to $51?

By applying the =mc consulting decision science framework to their campaigns.

You can learn these successful techniques and frameworks by attending The Donor Decision Lab Masterclass, happening in Vancouver BC, Canada on Thursday, 12th November 2026.

Join a small group of fundraising and communications professionals for an intensive one-day event on how to transform your fundraising using decision science by Europe’s leading expert, Bernard Ross.

In association with:

“Bernard Ross is arguably the non-profit world’s leading expert on how people make decisions affecting donations. Decision Science shows us how donor brains really work, and how you can work with their decision-making-processes to benefit your cause.”

Harvey McKinnon

President, Harvey McKinnon Associates

Join us on 12th November and benefit from 10 integrated modules

Key ideas: understand behavioral economics, psychology and neuroscience and what they tell us about how donors behave.
How donors and prospects use System 1 and System 2 in decision making, and how to help use those to move donors into your ideal choice frame.
Making use of heuristics: the 15 key biases you need to know including priming, anchoring, norming, affect, availability and scarcity.
Designing supporter personas that tap into key philanthropic psychological principles.
Develop collateral to stimulate the brain DOSE chemicals: dopamine, oxytocin, serotonin and endorphins in your donors.
Creating a donor decision architecture: identifying and prioritizing Moments of Truth in your supporters' decision journey.

Building your donor journey around Barriers and Boosters based on Moments of Truth where you need to place the 'nudge'.
Exploring the MINDSPACE framework to design communications, from the Case for Support to webpages and bequest solicitations.
Beyond the science: using creativity and imagination to ensure your behavioral communications are original, salient and engaging.
Ensuring ethics: the power of decision science enables you to guide supporter choices. How do you make sure you do that ethically?
Reducing Friction: fundraisers are obsessed with motivation. Discover the power of reducing friction.
AI + DS = $$$: how can you combine AI with decision science to increase income? Find out how.

What you get and logistics

The programme runs from 09:30 to 16:30 with breaks for refreshments and lunch at BMO Theatre Centre, 162 1st Ave W, Vancouver, BC V5Y 0H6.

Venue generously provided by Arts Club Theatre Company.

Your all inclusive fee includes:

How to guarantee your place and save $100 CAD

There are only 25 places in the masterclass. You can guarantee your place for just $199.00 CAD if you book before 31st August 2026. After that places are $299.00 CAD. Don’t miss out and save yourself $100.00. AND you’ll enjoy a bonus gift from =mc consulting of Bernard Ross’s latest book on behavioural science (value $20.00 CAD).

About the programme leader

Bernard Ross

Director of =mc consulting and Decision Science

Bernard is an internationally regarded expert in strategic thinking, organisational change and behavioural science. He works in Europe, USA, Africa and South America. He has written eight books on a range of issues — from the psychology of influence to the role of decision science in social change. He led the world’s largest cultural fundraising experiment across UK, Australia and Estonia.

He has worked with many INGOs on decision science projects, transforming their fundraising. including IFRC, UNHCR, UNICEF and MSF as well as national bodies like Bristol Museums and Edinburgh Zoo. His bestselling book ‘Change for Good’ is the first to explore the impact of decision science on the pro-social sector.

His consultancy clients range from Public Television (PBS) in the USA to Trussell Trust in the UK.

Secure one of only 25 places

Places are limited to keep the day interactive, practical and discussion-based.

Extra value when you reserve your seat

You’ll enjoy extra value when you book. Every participant will receive:

A FREE copy of Bernard Ross‘s new book, The Case for Support Playbook. A practical guide to applying decision science to charity fundraising messages. The book sold out when first launched on Amazon and is now being reprinted. Value: $20.00.

Access to discounted decision science books and materials: enjoy a chance to build your own practical resource library for fundraising, marketing and advocacy. For attendees only we have a special offer on access to the Donor Decision Deck and website. Value: up to $190.00.

In aid of Médecins Sans Frontières / Doctors Without Borders

The seminar is being held in aid of Médecins Sans Frontières, supporting its global humanitarian medical work in some of the world’s most challenging contexts.

So, while the day is designed to strengthen your own fundraising, campaigning and communication practice, it will also contribute to urgent humanitarian action.

Don’t miss out

If your work depends on people choosing to give, join, support, share or act, this intensive day will help you understand those choices more clearly — and design more effective ways to influence them ethically.