Webinar – Introduction to Philanthropic Psychology

Psychological science to help fundraisers to grow giving and fulfil donor’s psychological needs




Philanthropic Psychology is the psychological science of how to grow love for humanity. When it is applied to help fundraisers to grow giving, it begins by spelling out how fundraisers can conceptualize each fundraising communication as an opportunity to fulfil donors’ psychological needs. Our research shows that when the fulfilment of donors’ psychological needs is made salient at the time of decision making, increases in donation will follow. But how best to meet these psychological needs differs depending on which identity people are expressing when they give to your organization. This webinar will explain how a host of identities are expressed through giving and how fundraisers can best identify, nurture, and develop them.

By the end of this webinar, participants will be able to:

1) Explain how psychologists have defined the concept of love in different forms of relationships and how they relate to fundraising;

2) Define what donors’ psychological needs are;

3) Explain how these psychological needs may be met differently depending on what identity donors express through their giving;

4) Explain how fundraising communications can be used to fulfil donors’ psychological needs; and

5) Apply the learning to one piece of fundraising communication.

The session will be led by Professor Jen Shang, the world’s only Philanthropic Psychologist

Difficulty Level 2: This webinar is conceptually challenging because it will offer a range of definitions for concepts that participants may, or may not be familiar with, and encourage them to apply these concepts with the help of fundraising examples. However, the empirical evidence offered in this webinar is quite straightforward using simple A/B split designs. Participants do not have to like numbers to absorb the content, but they will feel conceptually challenged.

The lecture will be approximately 60 minutes in duration, plus up to 15 minutes of questions and answers.

You will receive a recording of the webinar afterwards which you will have access to for 30 days.

The event is finished.


Jul 08 2021


9:00 am - 10:30 am

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