Change for Better - behavioural science lessons in fundraising from Ogilvy’s Consulting team.
Have you ever wondered how you might leverage behavioural science to make impactful changes to your fundraising efforts?
Ogilvy recently hosted a breakfast event exploring the role of Behavioural Science when it comes to charity fundraising. Hosted by Maddie Croucher, a Senior Consultant within Ogilvy Consulting’s Behavioural Science Practice and Amy Williams, Good-Loop founder and Ogilvy fellowship alumni, as part of the launch of Change for Better, a book they’ve co-authored.
The book brings together 17 global case studies put together by a team of 24 leading practitioners and takes behavioural science out of the academic labs and makes it relevant to practitioners promoting social good through charity fundraising. It’s filled with tangible, results-led examples of behaviour change in action.
Reflecting on their work at Good Loop and for Christian Aid (both case studies in the book) Amy & Maddie discussed the importance of utilising the RAISE Framework to drive genuine pro-social action and ultimately raise more money. Make it Relevant, Appealing, Intuitive, Social and Easy – the framework takes into account wide-ranging factors and can help identify where resources and which tactics would be best applied.
Other areas discussed included the importance of testing and the fact that sometimes it’s better to leave prior knowledge at the door in order to prevent our own preconceptions and biases from discounting ideas. The personal reasons we choose to donate and the subconscious clues we pick up are complex, contributing factors to our actions. Interestingly the feeling that altruism may not play a bigger role as you might think when we chose to donate to a cause.
Above all, they both agreed that it is vital to not discount the simplest of changes; the power of small, cost effective, and seemingly obvious tweaks can actually have a huge impact.
If you’d like to know how to better leverage behavioural insights for fundraising and attitudes to giving then take a look at the full discussion here.
Alternatively, please get in touch with Maddie Croucher - firstname.lastname@example.org to find out how Behavioural Science can help navigate your complex business challenges.
The book is available here.