Applying Behavioural Insights to Fundraising

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In this half day workshop, we explore how behavioural insights can be used to increase the return on investment of your fundraising activities. The training includes an introduction to behavioural insights and how it can be applied to fundraising and communications with interactive breakout sessions and a simple framework you can use straight away. Participants each bring an existing or proposed fundraising email (or other communication or proposed activity), and learn how different behaviourally informed changes to it may impact potential donor behaviour. We also cover how to robustly test the impact of different communication materials or activities, allowing you to understand what works best in your context.

What sort of challenges might the workshop help fundraisers address?

• Potential donors are often bombarded with information. The proliferation of fundraising appeals can overwhelm potential donors, leading to cognitive overload. How can we ensure our message not only reaches potential donors but also engages them meaningfully?
• Not everyone who supports our cause chooses to donate. People often are engaged with fundraising campaigns but fail to translate this engagement into financial contributions. How can we convert already engaged potential donors to take the next step and donate to our charity?
• Those who already donate regularly may be willing to give more. How can we tactfully increase the donation amounts received?

Agenda:

1. Introduction to Behavioural Insights

2. Application of Behavioural Insights to fundraising and communications.
3. Breakout session 1 – Specifying a fundraising objective and target behaviour
4. Overview of the EAST Framework and Case Studies
5. Breakout session 2 – Identifying which interventions are most appropriate in your context
6. Testing & Evaluation
7. Reflection and Q & A.