Masterclass: Behavioural Economics for Charity Fundraisers

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Shoreditch Town Hall

380 Old Street

London

EC1V 9LT

United Kingdom

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Event description
After this masterclass, you will know why Behavioural Economics works and how specific applications can improve your fundraising results.

About this Event

More and more charities are turning to Behavioural Economics to acquire and retain their donors, using principles of persuasion that for decades have been proven to work in advertising. However, with so many named biases and heuristics it can be difficult to know where to start, so we’ll be focusing on those which we know can effect change. These are: Reciprocity, Commitment, Social Proof, Authority, Liking and Scarcity.

We’re experts in Behavioural Fundraising, and many of our clients have already used these insights to help smash their fundraising targets. Why not join them?

Who is this session for?

This workshop is for anyone working in charity fundraising with an interest in behavioural economics and wants to start applying it. You could be intrigued about how key principles of BE can be applied to the real world, looking for techniques to boost the effectiveness of your campaigns, or just simply be interested in learning about your own behaviour and the behaviour of the people around you. You don’t need any prior knowledge or particular background, just an appetite to learn more.

And, as we’re usually busy raising money for our clients, you’ll be part of an exclusive group of people to take part in our London workshop.

Who’s running the workshop?

Christopher Nield: Executive Creative Director at On Agency

With twenty years of experience in the not-for-profit sector, Christopher has helped to raise millions of pounds for a range of fantastic causes. Under his creative direction, On Agency’s focus is on behavioural fundraising, a unique combination of data, strategic planning and cutting-edge insights from the developing field of behavioural economics.

Sam Hughes: Senior Planner at On Agency

At On Agency Sam is responsible for: leading primary research, guiding and finding data insights, identifying audience motivations/desires and barriers, new product development streams, lifetime value and results analyses, proposition development, workshop facilitation, inspiration of creative teams, communication plans, and ensuring strategic direction is given both to help towards specific project objectives and to aid with the entire user journeys of each account.

Sam has a passion for behavioural economics and for data; he works closely with On Agency’s in-house data team to find hidden value and stress points in charity programmes. Sam has been with the agency for over six years and in that time has worked with organisations such as Oxfam, Freedom from Torture, Stroke Association, WaterAid, Battersea, The Christie, Shelter, ShelterBox and The Royal British Legion.

Emma Barry: Strategic Planning Executive at On Agency

Following study for a Masters in Economic and Consumer Psychology at Leiden University Emma joined On Agency from a creative agency and brings her experience in audience insight and behaviour change projects, including getting people to vote for the Women’s Equality Party in local and general elections, and getting parents to engage in literacy-building activities with their young children for the Read On Get On campaign. She previously studied at the Ogilvy Change Summer School where she learned how to apply behavioural economics principles to real life situations and has a passion for using these principles to make a positive impact on society.

At On Agency Emma is responsible for helping charities implement theories of Behavioural Economics to dramatically improve their fundraising results

Session content

This session will cover:

• An introduction to behavioural economics

• An overview of Cialdini’s six principles of persuasion

• Examples of how these principles have been applied in both the commercial and non-profit sector

• The opportunity for you to consider and discuss how these principles could be used in your organisation

• A guide on how to start applying these principles under On Agency’s expert guidance

Takeaways

You’ll come away with a clear understanding of Cialdini’s six principles with inspiration and thought-starters on how you can apply them to your own charity. You’ll be informed on some of the research that backs up these principles and feel more confident in beginning to apply these principles yourself.

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Date and Time

Location

Shoreditch Town Hall

380 Old Street

London

EC1V 9LT

United Kingdom

View Map

Refund Policy

Contact the organiser to request a refund.

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