Training & Events

Philanthropy Matters | Decision Science Masterclass

Decision science offers tools to shape your marketing and fundraising messages powerfully. Join this masterclass with Bernard Ross to improve interactions with supporters, donors and customers. 

A powerful combination of behavioural economics, neuroscience and evolutionary psychology, decision science is a way of scientifically shaping your ideas and improving interactions with supporters, donors and customers for social good. 

This in-person day is designed to introduce arts, culture and heritage fundraisers to the latest thinking in pro-social marketing and fundraising, using decision science to improve prospect, supporter, audience and visitor engagement. 

The masterclass will include group discussions, case studies of success and individual exercises. You’ll gain insights from museums, theatres, heritage settings, galleries and orchestras – in the UK and around the world. You will walk away with the know-how to develop your organisation’s capacity for embracing new opportunities, as well as an actionable plan to attract strategic philanthropy. 

What will you learn? 

Discover the techniques used now by a range of culture organisations – from The Royal Botanic Gardens Edinburgh to English Heritage and from Melbourne Symphony Orchestra to Vienna State Ballet.

Over the day, you’ll explore: 

  • developing supporter personas that give insights to their real motivations 
  • identifying the psychological, physical, and cultural barriers stopping audiences donating 
  • framing your work in a salient and memorable way 
  • building longer-term and more powerful relationships with your supporter clusters 
  • create ‘decision architectures’, including supporter journeys, to engage and inspire audiences 
Who is it for? 

Fundraising professionals, marketing executives and CEOs within small, medium and major arts and cultural organisations. Anyone who’s ready to move beyond existing ‘best practice’ and explore leading edge approaches will benefit

These insights have helped the whole organisation make a great leap forward in everything from fundraising to visitor engagement.
Zak Mensah, Co-CEO, Birmingham Museums

Meet the trainer

Bernard Ross

Director, =mc

Bernard is director of =mc, a management consultancy working worldwide for ethical organisations. He is an internationally regarded expert on fundraising. He has advised many of the world’s leading INGOs on strategy including UNICEF, UNHCR, IFRC, ICRC and MSF/DWB. In recent years he’s written a case for support for France’s oldest university; advised Europe’s largest scientific experiment in Switzerland on individual giving; secured HNWI and corporation finance to rebuild an Argentina museum to house the largest dinosaur that ever walked the earth; and engaged celebrities and billionaires to save the last 800 great apes in Africa. As a fundraising consultant, he has advised many of the U.K.’s leading arts and cultural organisations including The National Trust, Tate Gallery, Science Museum, V&A and Scottish Opera.


Date: Thursday 19 September 2024
Time: 9.30am-4.30pm
£145 + VAT for C&BS members,
£220 + VAT for non-members
Category: Training Courses


Bernard Ross


The Institut Français d'Ecosse
West Parliament Square

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