This session will explore how charities can use behavioural science to encourage people to donate online.

If you are a charity that wants to increase online donations, this session will be highly relevant to you. Online donations continue to grow as a dominant giving-channel, making it more important than ever to capture supporter attention online. This session will teach you how to apply behavioural science techniques to make your online donation journeys more effective. From ongoing research and experience in utilising behavioural experience, Vicky will give practical tips and real-world examples of how other charities have successfully implemented these techniques. For instance, how highlighting other supporters’ donation activities can make potential donors more likely to give, and how changing what a donor sees first in their donation journey can influence them to donate more

This session will cover four key behavioural science principles that boost donations: social norms, anchoring bias, cognitive bias, and cognitive ease.

You will learn how to implement specific techniques. Examples include simplifying your donation form, effective use of prompts and phrasing your donation appeals in a way that resonates with potential donors.

Key learnings from this session:

Attendees to the session will:

• See how behavioural science principles can be used in their own charity donation journey to encourage people to donate online.
• Understand how small changes to your donation process can make a big difference.
• Appreciate the importance to address and work to overcome key behaviours, like the “action-intention gap”, where there is good intention by a supporter, but for various reasons, do not fully commit to a donation.