April 23, 2014

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Webinar: Philanthropic psychology: Using donor identity to increase giving

Adrian Sargeant, Ph.D., and Jen Shang, Ph.D.A solid understanding of donor psychology can be used to increase the yield from fundraising appeals by an average of more than 10 percent – all by simply changing a word or two in the solicitation. Join Adrian Sargeant, Jen Shang, and the Philanthropy Journal for this webinar to learn how, and to explore various categories of identity and how communications can be optimized to increase the value of giving by over 30 percent while simultaneously increasing the value that donors derive from their giving. We will cover the underlying theory and logic of the approach, but the session will be firmly grounded in professional practice. You will thus leave with a series of practical ideas that you can look to implement in your own organization.

At the end of this webinar, you should be able to:

* Use an understanding of donor identity to develop the value of gifts to your organization
* Understand the role of “priming” and how and where to do this in fundraising solicitations
* Reflect on those donor identities most likely to be expressed through giving to your organization
* Test different approaches to quantify their impact on giving

Adrian Sargeant, Ph.D. is the Robert F. Hartsook Professor of Fundraising at the Center on Philanthropy at Indiana University. He is also Professor of nonprofit marketing and fundraising at Bristol Business School and an adjunct professor of philanthropy at the Australian Centre of Philanthropy and Nonprofit Studies at Queensland University of Technology.

Dr. Jen Shang is the world’s first PhD educated in the discipline of Philanthropy at the Center of Philanthropy at Indiana University. She is currently also the world’s only philanthropic psychologist and an assistant professor at the School of Public and Environmental Affairs at Indiana University – Bloomington.

Cost: $20 PJ members | $30 non members | $99 group viewing
1:00pm - 2:00pm ET

Did you miss a webinar? Purchase a webinar recording.

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March 29th, 2011 1:00 PM   through   March 29th, 2011 2:00 PM
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