# Use behavioural science techniques to better connect with donors, report advises

- Link: https://fundraising.co.uk/2024/12/18/use-behavioural-science-techniques-to-better-connect-with-donors-report-advises/
- Published: 2024-12-18T10:24:26+00:00
- Author: Melanie May

**The report, [_Supercharging Your Digital Giving Experiences with Behavioural Science,_](https://www.reflectdigital.co.uk/resources/supercharge-your-digital-giving-experiences)
has been launched to give charities tools to help them better engage younger generations
and adapt to changing behaviours, expectations, and digital trends.
Created by agencies
[Reflect Digital ](https://www.reflectdigital.co.uk/)and [LAB](https://lab.co.uk/),
which are part of the [Human First Collective, ](https://www.humanfirstcollective.com/)
it provides strategies to help charities navigate these challenges and turn them
into opportunities so they can create giving experiences that resonate with donors.

The report outlines trends in giving, including fewer people donating but those 
who do, giving more; a reduction in the frequency of one-off donations; and the 
rise in online giving, and provides four pillars to help charities increase the 
relevance of giving, encourage more donations, and make the digital giving experience
more immersive. These are:

 1. Understanding the Market: employ techniques like storytelling and the identifiable
    victim effect to make donation appeals more personal and compelling, especially
    during economic crises.
 2. Knowing Your Audience: dive into donor data to craft personalised campaigns that
    speak directly to their values, causes, and habits, and use behavioural principles
    like confirmation bias to reinforce their support.
 3. Creating Immersive Digital Journeys: enhance the donor experience to make giving
    simple, engaging, and emotionally rewarding.
 4. Harnessing Social Influence: maximise the power of personal networks, testimonials,
    and social media to drive donations, and build trust and emotional connections.

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Commenting, Lottie Namakando, Director of Behavioural Science and Innovation at 
Reflect Digital said:

> “As we face an era of profound economic uncertainty, this report is a clarion 
> call for charities to embrace innovation.
>  
> “With fewer people donating, it’s more important than ever to build meaningful
> relationships and create giving experiences that inspire trust, empathy, and action.
>  
> “Behavioural science offers charities the insights they need to connect with donors
> on a deeper level, ensuring their causes remain impactful and relevant.”

 * **[People would leave more to charities in wills if ‘nudged’ to do so](https://fundraising.co.uk/2013/05/28/people-would-leave-more-charities-wills-if-039nudged039-do-so/)**(
   28 May 2013)
 * **[Five philanthropic nudges: behavioural science insights that can steer donations](https://fundraising.co.uk/2014/01/30/five-philanthropic-nudges-behavioural-science-insights-can-steer-donations/)**(
   30 January 2014)
 * **[10 ways to increase donations through your website](https://fundraising.co.uk/2016/04/15/10-ways-increase-donations-website/)**(
   15 April 2016)