PLENARY: Predictably Irrational: Why You Should STOP Listening To Your Supporters

STOP? Sounds strange? It is. But it’s also true. In this eye-opening and provocative keynote, Bernard explains why what supporters say often doesn’t match what they do—and how you can use that insight to dramatically improve your fundraising. Based on the science of behavioural economics, and real-world results from global NGOs and cultural institutions, this session will help you understand what’s really happening inside your donor’s brain.

Packed with surprising insights, bold challenges to conventional wisdom, and fun experiments you’ll take part in live, this session will give you a radically different perspective on your supporters—and a toolkit to boost giving immediately.

You’ll discover how global organisations are using science-backed insights adapted by =mc consulting to dramatically boost fundraising effectiveness. Grounded in the work of Nobel Prize-winners Daniel Kahneman and Richard Thaler, plus Bernard Ross’s bestselling books Change for Good and Change for Better, this session is packed with live experiments, practical tools and frameworks you can put to use right away.

You’ll see the impact of this approach in museums and humanitarian agencies, in environmental campaigns and in helping supporters to avoid misinformation

What we’ll explore

• Why people are predictably irrational—and how that can help your fundraising.
• How to use heuristics and subconscious drivers to influence behaviour.
• Emotional triggers that shape supporter decisions.
• Lessons from business psychology to improve supporter engagement.
• How to change behaviour without changing minds.

Learning outcomes

By the end of the session, you’ll be able to:

• Differentiate between System 1 and System 2 thinking—and why it matters.
• Apply behavioural principles to improve supporter conversion and retention.
• Recognise common cognitive biases—your own and your audience’s.
• Appreciate and avoid your own biases.
• Understand the importance of creativity in your supporter communication.

How you’ll learn

• Fun experiments- live in the room!
• Interactive experiments and challenges.
• Real-world case studies.
• Direct application to your own fundraising scenarios.

Suggested level of participants

• This plenary is suitable for all.