Session Description

This session will explore the latest thinking in behavioural economics and decision science. It will change how you think about supporters and the way they engage with your cause. We’ll share practical examples of how agencies from UNICEF International to MSF and the US Olympics team are using decision science techniques adapted by =mc to improve their fundraising.

We’ll cover:

  • What behavioural economics and neuroscience involves and what they tell us about how we make decisions
  • How companies use behavioural economics to persuade us – and what we as fundraisers can learn
  • The EASIEST decision framework that you can adapt to your own work in fundraising or communications
  • How nudging differs from sludging and the importance of ethics in using psychological techniques

Learning Outcomes:

  • Understand the key biases that people use when making decisions - on philanthropy or campaign support
  • Appreciate how to frame propositions, web interactions, conversations, and promotional literature
  • Improve the quality of supporter interactions and be able to drive higher gifts and donor engagement

Bernard Ross



Bernard is director of =mc, a management consultancy working worldwide for ethical organisations. 

He has written six award winning books on fundraising and social change. His most recent, with Omar Mahmoud, Head of Global Knowldege at UNICEF International, is Change for Good- behavioural economics for a better world.

He has advised many of the world’s leading INGOs on strategy including UNICEF, UNHCR, IFRC, ICRC and MSF.  Recently he’s raised money to refurbish France’s most famous monument, for a museum to house the world’s largest dinosaur in Argentina, and to save the last 800 great apes in Africa.