Decision Science Masterclass

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.

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

On 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

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.

Zak Mensah, Co-CEO Birmingham Museums

Event Venue & Nearby Stays

French Institute of Scotland, West Parliament Square, Edinburgh, United Kingdom