# Change for Good

- Link: https://fundraising.co.uk/books/change-for-good/
- Published: 2018-05-31T16:59:00+01:00
- Author: Howard Lake

**Using Behavioural Economics for a Better World**

This breakthrough book is about how we as human beings make decisions —and how anyone
involved in the field of social change can help individuals or groups to make positive
choices using decision science. It draws on the latest thinking in behavioural economics,
neuroscience and evolutional psychology to provide a powerful practical toolkit 
for fundraisers, campaigners, advocacy specialists, policy makers, health professionals,
educationalists and social activists.

Inside is advice on how to raise more funds from supporters, how to help people 
to improve their diets, how to enable poor people to make good financial choices
and more.

At the heart of the book are the fascinating and powerful insights that we have 
gained in the last 10 years about how our brains work when making decisions- often
summarised as behavioral economics. It also shows how techniques in common use in
commercial settings can be applied to the social sector. The book is in three sections:

 * **Part One** covers the ten key ideas that have emerged about how we make decisions
   in recent years. It also provides a number of easy-to- try experiments.
 * **Part Two** offers insights, case studies and practical advice on how to make
   use of the major heuristics that we can use to guide decisions
 * **Part Three** summarises how social change professionals can create effective
   decision architectures that promote positive action.

“For more than a decade governments and commercial organisations have used behavioural
economics to change the way we behave and spend our money. This book puts these 
powerful tools in the hands of those who can use them for good and not merely for
gain.”
**Mike Colling**, Founder & Chief Executive MC&C: The Growth Agency, UK

“A well-researched and insightful book that makes a significant contribution to 
the body of learning we have on how people make decisions.”
**Isabella Navarro Grueter**,
Vice President for Whole-person Education, UDEM University, Monterrey, Mexico

“An outstanding book at the leading edge of a topic of critical relevance for how
social purpose organisations can increase their impact.”
**Michael Adamson**, Chief
Executive, British Red Cross

## About Bernard Ross

**Bernard Ross** is Director of =mc consulting, a global management consultancy 
working solely for ethical organisations.

_Change for Good_ and _Change for Better_, with **Omar Mahmoud**, Chief Knowledge
Officer at UNICEF International, introduced behavioural science to the prosocial
world.