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AFP DC, Washington D.C. Metro Area Chapter: Fundraising Psychology and Behavioral Economics

February 21, 2018

Everything you know about donor decision making might be wrong. This session will teach us how to apply behavioral economics to our fundraising to improve how we engage our donors. Included will be actual fundraising results from applying this work in some of the world’s largest NGOs.

Learning Objectives:

  • This session will provide the framework for how automatic and calculated parts of our brains interact and (occasionally but consistently) misfire, and will explore the fundraising implications for your organizations.
  • Specific implications will include the importance of displaying progress of a campaign, how appeals “anchor” our donors’ gift amounts, why the story of “one” produces higher results than the story of “many”, and the neurological necessity for stories to connect in a tangible, immediate, and concrete manner.  After establishing the parts of behavioral economics that are hardwired in our brains, we’ll explore how fundraisers can apply this radical thinking and approach to their fundraising.  


  • Alan R Hutson, Jr, MPA, CFRE, Principal & Managing Partner, The Monument Group

Session details:


Wednesday, February 21, 2018

8:30 - 10:00 AM


ASAE, 1st Floor Conference Room, 1575 I St NW, Washington, DC 20005 

Registration Fees:

Member Pricing:

$25 flat registration fee

Non-Member Pricing:

$45 early bird non-member

$55 for regular non-member registration

$65 onsite non-member registration


Registration will open in mid-January 2018.