Supporter Experiences Designed Using Behavioural Economics

Apply nudges like experts from change for better.

Course Overview

The behaviours of your supporters reflect their attitudes towards your cause and charity. What do they currently believe? We’ll look at your current target audiences and consider who is most engaged and why – what are their attitudes? Then we consider who is less engaged and what are their attitudes? What is the gap? This defines our ‘future state’ attitude from which we’ll launch our brainstorm around the application of behavioural economics. How do we move someone from believing x to y.

We’ll discuss case studies from the book “Change for Better” (authored by Bernard Ross) with behaviour science lessons from the world’s top practitioners. Launched in Nov 2021 this is hot off the press with everyone receiving their own copy.

What you’ll learn

  • Understand how behavioural economics can be used to change the world for better
  • How to create a behavioural hypothesis
  • How to apply behavioural economics to your supporter experience
  • Application of A/B testing via digital communications to identify the winning experience.

Who is this course for?

  • Mid-level marketers, campaigners and fundraisers with responsibility for social change campaigns, supporter experience and journey mapping.

Dates and Time

16 August 2022

1.00pm – 5.00pm AEST

Online tutor-lead


Member $195
Non member $245

FIA Code
This course relates to the following aspects of the FIA Code of Conduct:

  • FIA Code 4 Conduct towards Donors by considering scenarios where this conduct may be challenged and discuss how to navigate any challenges in ethical and appropriate ways.

Full participation in Supporter Experiences Designed Using Behavioural Economics is applicable for up to 5 continuing education points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

Meet the presenter

Karen Armstrong
More Strategic

Karen is a marketing expert with over 20 years experience across FMCG and NFP marketing. She is the Director, More Impact part of the More Strategic Group. Prior to that Director, Marketing and Fundraising at Cancer Council Australia. Commercially she worked in the UK and Australia with Kraft Foods where she was recognized internationally for the best integrated sales & marketing campaign. She presents frequently at FIA, FINZ, IFC and X4 (experience management summit). She was a founding board member of Include a Charity and FIA Conference Chair 2017. She is passionate about blending the science of the mind, emotions and society to change the world for good.

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