Applying behavioural science in the charity sector

02 Dec

Wednesday 2 December 2020 10:30 - 12:00

Learn to drive positive supporter behaviour by utilising key behavioural strategies.

About this Event

The masterclass

In this session you’ll learn some of the key behavioural strategies that you can apply to effectively communicate with your supporters and drive positive behaviour change. We’ll discuss specific case studies where Ogilvy has applied behavioural science to positively impact fundraising and donor engagement, as well as broader business examples of driving effective communication and emotional engagement. Attendees will takeaway tangible learnings and simple cost-effective strategies to apply within their own organisations.

Your Trainer:

Maddie Croucher, Senior Consultant, Ogilvy Consulting’s Behavioural Science Practice.

Maddie leads a diverse range of behaviour change projects, applying behavioural insights and creative thinking to develop and test solutions for a range of clients in the private, public, and third sector. Her passion area is in applications of behavioural science for social good, most recently working with WRAP on a national programme to reduce food waste, DKMS to maximise the retention of stem cell donors, and Unilever on driving consumer sustainable living.


  • Intro to behavioural science in the context of the charity sector and the foundations of the discipline
  • Guiding principles
  • Key case studies (fundraising, donor engagement, broader examples around effective communication and emotional engagement)
  • Simple, cost effective strategies to take away and apply (direct learnings from case studies)
  • Key takeaways


This session is aimed at anyone responsible for the day to day management of their organisation’s digital marketing. The course assumes no prior knowledge or experience to behavioural science in the context of the charity sector.

Please note that places will be served on a first come first served basis.

Zoom details will be sent via an email ahead of the masterclass. 

Book your place

To secure your place on this course, register today via our Eventbrite page.


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