Donor Psychology: Evidence-based insights to improve your fundraising

In this session, two internationally recognized researchers will explore the latest findings on donor behaviour and share evidence-based strategies to help fundraisers better understand, engage, and inspire supporters.

Dr Cassandra Chapman (University of Queensland, Australia) and Dr Arvid Erlandsson (Linköping University) will introduce the latest thinking and research on the psychology of giving and evidence-based best practices for fundraising. Topics will include:

• Charitable Triad Theory: How donors, beneficiaries, and fundraisers all influence donations
• How the beneficiaries featured in campaigns affect fundraising outcomes
• Identity and giving: How (shared) identities influence people’s charity preferences
• Donor motivations: Why do people give to your cause?
• Designing fundraising appeals: The risks and benefits of appealing to different motivations
• Emotional appeals: When making donors feel either positive emotions or negative emotions can promote giving

Time will also be left at the end for general Q&A, so come along with your burning questions on donor psychology.