# Change for Better

- Link: https://fundraising.co.uk/books/change-for-better/
- Published: 2021-10-30T23:05:00+01:00
- Author: Howard Lake

**Behavioural science lessons in fundraising from the world’s top practitioners**.

At last a book that brings behavioural science out of the academic labs and supermarket
aisles and makes it relevant to practitioners promoting social good through charity
fundraising.

 * **SEE ALSO: [Change for Good: Using Behavioural Economics for a Better World](https://fundraising.co.uk/books/change-for-good/)
   by Bernard Ross and Omar Mahmoud (31 May 2018)**

The book brings together 17 global case studies put together by a team of 24 leading
practitioners. In 400+ pages they share experiments they’ve conducted on how to 
apply behavioural science to fundraising. They cover a range of situations from 
improving street collections to boosting regular giving for humanitarian causes 
and even improved museum visitor collection boxes.

![Change for Better (cover on a blue background)](https://wfay6x.infiniteuploads.
cloud/2022/02/Decision-Science-Change-For-Better-Book-with-Background.jpeg)

Change for Better

The comprehensive content is in three parts:

 * The first offers a radical new framework to create powerful supporter journeys:**
   RAISE- Relevant, Appealing, Intuitive, Social and Easy**. There’s also a section
   on the ethical issues in behaviourally-informed fundraising.

 * Part two is detailed worldwide case studies carried out in a range of settings:
   online, on the doorstep, in mailboxes, in zoos, in galleries, in the street, 
   in shopping malls and more. Each author describes their methodology and results
   making sure learning are carefully explained.

 * Finally you’ll enjoy a glossary explaining key terms in behavioural science, 
   and how to apply them to fundraising- plus a listing of helpful FREE resources
   any fundraiser can secure for free. The result? A comprehensive guide to the 
   NEW science of fundraising.

## Reviews

“I was impressed was how these charities went beyond traditional research techniques
to assess the actual impact of their marketing initiatives.” 
**Jon Puleston**, 
Vice President, Kantar

“I 100% guarantee any fundraiser, anywhere in the world, will take inspiration from
the range of tools and experiences in this collection, and improve the success of
their fundraising”
**Joe Jenkins**, Executive Director of Social Impact The Childrens’
Society

“An invaluable resource for non-profits!” 
**Su-Mei Thompson**, CEO, Media Trust

“A terrific book, jam-packed chapter to chapter with insights, ideas and inspiration
from real-world global case studies on how behavioural science can transform fundraising.”
**
Rory Sutherland**, Vice Chairman Ogilvy Group, Author of Alchemy

Illustrations by Su Cabrera.

All profits from the book and the seminar go to **Médecins Sans Frontières** to 
support their vital humanitarian work.