Donor psychology: Evidence-based insights to improve your fundraising


Researcher Dr Cassandra Chapman will introduce you to some of the latest research on the psychology of giving and evidence-based practices for fundraising, including:

  • Charitable Triad Theory: How donors, beneficiaries, and fundraisers all influence donations
  • Donor motivations: Which motivations are most important for giving (to different causes)
  • Identity and giving: How identities and social norms influence people’s charity preferences
  • Localised prosociality: How donors collate their charity portfolios around geographic concerns
  • Rage donations: Giving as a form of collective action
  • Pressure effects in fundraising: Long-term generosity is affected by the way donors are recruited
  • The Champion Effect: How fundraisers drive success in peer-to-peer campaigns

The session includes an extended Q&A about donor psychology and how you can apply it in your fundraising strategy and campaigns.

Dates and Time

13 July 2023

9:00am – 12:00pm AEST

Online Tutor-lead


Member $180
Non member $250

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


Full participation in Donor psychology: Evidence-based insights to improve your fundraising is applicable for up to TBA continuing education points in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

Dr Cassandra Chapman holds a PhD in the psychology of charitable giving (University of Queensland) and is now an Associate Professor of Marketing and ARC DECRA Fellow, specialised in donor psychology and fundraising. Having come to academia with a background in nonprofit marketing, Cassandra’s research focuses on fundraising, donor psychology, and public responses to charity scandals. She uses diverse methods to understand when and why donors are more (or less) willing to give to particular causes and the implications such preferences have for how charities communicate.

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