How did a zoo grow individual giving from $24,000 to $1,500,000 in just one year?

Learn how the =mc consulting decision science framework helped:

  • A museum double gifts for its tap-to-donate boxes using different messages on exit and entry

  • A humanitarian organization improve online gifts by 25%

  • A food poverty organization raise $1.7M in a single major donor dinner

  • A medical organization increase face-to-face average gifts from $33 to $39

Join a small group of fundraisers for intensive one-day event on how to transform your fundraising using decision science led by one of Europe’s leading experts, Bernard Ross. Ross is a leading fundraising consultant, Director of =mc consulting and author/editor of Change for Better, and Making the Ask.

In an inspiring and intensive 9:30am – 3:30pm ET event you can find out how Decision Science is impacting on the work of:


  • US agencies like Doctors without Borders, Alzheimer’s Association and US Olympics

  • UK charities such as Barnardo’s, Trussell Trust, Refuge, RNLI, Dog’s Trust and Edinburgh Zoo

  • Cultural bodies like Vienna Ballet, Birmingham Museum Trust, and Linden Arts Gallery, Sydney

  • Universities including UDEM, Mexico, Nelson Mandela, South Africa and Liverpool, UK

You can learn these successful techniques and frameworks by attending The Donor Decision Lab Masterclass, April 20, 2023 at Mercer University Atlanta Campus.

What you’ll take away:

The masterclass program will show you how to integrate decision science into all your fundraising channels and offerings including direct mail, online, face to face and legacies/bequests.

The day will offer you the chance to explore how to apply decision science to your own work and campaigns, exploring individually and in small groups key projects and frameworks.

The day consists of 10 key integrated modules including:

  • Key decision science ideas explains the links between behavioral economics, evolutionary psychology and neuroscience and what this tells us about how today’s donors behave

  • How donors and prospects use System 1 and System 2 in decision making, and how to help them move into your ideal choice frame

  • Making use of heuristics: exploring how to use the key biases e.g., priming, anchoring, norming, affect, availability, representativeness, hyperbolic discounting, and scarcity

  • Designing effective supporter personas that key into key philanthropic psychological principles and offer insights on how to shape propositions

You’ll also hear about detailed case studies from Edinburgh Zoo, Birmingham Museums, Doctors without Borders, and more.

How can I take part?

The Masterclass is happening:

What you get and logistics

Atlanta session runs 9:30am-3:30pm ET.

Your all-inclusive fee includes:

  • Continental breakfast on arrival

  • Light working lunch- there’s lots of networking to do

  • Full documentation- including an edit of the slides

  • Tuition fees and the chance to talk to the program leaders in the day

  • 6 CFRE continuing education credits

The program takes place at Mercer University’s Trustees Dining Room in the Atlanta Campus.

Space is limited, you can guarantee a spot by registering today for only $375.

About the Program Leader

Bernard Ross

Director =mc consulting and

Bernard is an internationally regarded expert in strategic thinking, organizational change and behavioral science. He works in Europe, USA, Africa and South America. He has written eight books on a range of issues — from the psychology of influence to the role of decision science on social change. He led the world’s largest cultural fundraising experiment across UK, Australia, and Estonia.

His assignments have involved a wide range of not-for-profit organizations over 30 years. In the UK they include British Red Cross, NSPCC, Macmillan Cancer, and the Science Museum. He has also consulted for universities including Oxford, Nelson Mandela University, South Africa and UPMC/Sorbonne. International agencies on his assignment roster include ICRC, IFRC, Amnesty International, Greenpeace International, UNICEF, and MSF.

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