The Donor Decision Lab Masterclass
Decision Science
09:30 - 17:00
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 for an intensive one-day event on how to transform your fundraising using decision science by Europe’s leading expert, Bernard Ross.
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 them move 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?
- Ensuring ethics: the power of decision science enables you to guide supporter choices. How do you make sure you do that ethically?
- 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 17:00 with breaks for refreshments and lunch, located in Central Gastown (exact location TBA).
Your all inclusive fee includes:
- Refreshments on arrival and throughout the day
- Light working lunch — there's a lot of learning to do!
- Documentation: frameworks, checklists and case studies
- The chance to talk to the programme leader
How to guarantee your place and save $100 CAD
There are only 30 places in the masterclass. You can guarantee your place for just $199.00 CAD if you book before 31st July 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.
Booking form
Decision Science Masterclass with Bernard Ross
Vancouver BC, Canada on Thursday, 12th November 2026
