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TRACK • Masterclasses

Masterclass: The Donor Decision Lab: designing your next campaign using decision science

Wednesday 28 Feb 2024 - 8:30 am to 2:00 pm

This masterclass will introduce you to the latest practice in decision science – combining behavioural economics, neuroscience and evolutionary psychology. This science-based approach engages supporters and prospects more fully in your campaigns – delivering higher results. The masterclass will share a practical framework and a five-stage model to take back and share. 

In an interactive and engaging masterclass participants will learn how very simple changes to fundraising messages online, in DMs, in face-to-face solicitations and even on static collection boxes can make massive improvements in the numbers of people giving and the value of their gifts. The results challenge much of conventional ‘best practice’ thinking.

Bernard will share details and experiments of real fundraising and campaigning projects carried out in the UK, Denmark, Egypt, the USA, and South Africa that have delivered results – including helping a Zoo increase giving from £20,000 to £1.3M in 18 months…from people who don’t like Zoos… and helping a foodbank raise £1.4M at a twenty person HNWI dinner by making CEOs put together food parcels.

This approach has been used by DWB/MSF, UNICEF, Human Rights Watch, WWF, Greenpeace and more. You can find out more about the overall approach here  


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