Bernard Ross leading Donor Decision Lab at International Fundraising Congress in Holland

He’ll be joined by two leading global thinkers and practitioners in the field of decision science- Omar Mahmoud of UNICEF International and Thomas Kurman of Oxfam USA. Together they will lead 30 senior professionals in an intense two-day class to explore how decision science can impact on and improve the work of INGOs, NGOs and public bodies.The masterclass will take an unusual high-level form to ensure participants, drawn from 15 different countries, get maximum benefit.

Pre-masterclass

In a first, participants will be invited to a special onboarding webinar before the onsite event to meet each other and find out how the class will be organised. They’ll also find out about the three projects they’ll be asked to tackle live. And they’ll be offered the chance to find out some of the key principles in decision science by watching a specially filmed introduction.

Masterclass

The class starts at 14.00 on 18th October and run until 12.30 on 19th. Across the two intense days participants will learn to understand the key biases and heuristics that supporters and prospects use when making decisions. They’ll plot supporter decision journeys, identifying key points to make interventions. And finally, they’ll learn how to frame propositions, manage web interactions, structure conversations, and write promotional literature in ways that lead to higher gifts amounts and greater engagement.