Decision science

The Donor Decision Lab: Using neuroscience to help supporters make positive choices

This highly interactive workshop will offer practical insights to transform your relationships with supporters, leading to greater engagement and higher gifts. You’ll learn how to use leading edge insights from behavioural economics, evolutionary psychology, and neuroscience across channels and propositions. These insights are transforming how businesses engage customers and are having an enormous impact on fundraising worldwide.
You’ll discover techniques, frameworks, and case studies, and take part in live experiments to illustrate your learning and you will have the chance to apply key techniques learned to your own work.
Interested in a deep dive into this same topic? Decision science is also being covered as a masterclass.

Who is it for?

Those keen to understand how decision science could improve their organisations’ work with supporters and volunteers; fundraisers in charge of specific functions like mass marketing, legacies, or donor engagement who are keen to integrate and work with others; individuals working in fundraising-related disciplines such as communications, advocacy, and engagement; those charged with driving innovation or offering development within a charity/NGO/INGO.

Learning outcomes

  • Gain an understanding of the key scientific principles that inform donor decisions
  • Discover inspiring examples and case studies from across a range of supporter channels
  • Find out how to use the MINDSPACE framework to adapt your communications


Thomas Kurmann
VP Resource Development, Oxfam America
Meredith Niles
Trustee, The Trust for London