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Certificate in Philanthropic Psychology
Monday 11 Mar 2024
Learned all you can learn from sector conferences and events?
Looking to make a deeper connection with your donors and supporters? Want to apply the latest insights from psychology to inform your communications and build a world-class donor experience?
If you can answer yes to any of these questions, the Certificate in Philanthropic Psychology is for you.
The recent launch of Ireland's National Philanthropy Policy has prompted many Charities and Foundations to harness the opportunities that will be generated, especially if new tax incentives are adopted. Building skills and capacity now ensures that you and your organisation are ready to understand and connect with the right investors and grow this funding source.
This bespoke course, led by Professor Jen Shang and Professor Adrian Sargeant, pioneers in the field of philanthropic psychology, goes beyond traditional fundraising approaches. It equips you with a new perspective, focusing on increasing the understanding of donors to cultivate giving. Explore the concepts of identity and well-being and learn how to tangibly shift the nature of the donor experience by refining your communication strategies.
Unlike behavioral economics, which emphasizes actions, philanthropic psychology delves into how these actions make people feel. Research has shown that when individuals perceive their giving as meaningful and transformative to their sense of self, they not only give more but also sustain their contributions over time.
The growth in giving delivered by philanthropic psychology is sustainable, resulting in powerful improvements in loyalty and retention. We believe that a donor journey designed using these principles can develop people into stronger supporters and increase the likelihood of a legacy/bequest.
By the end of the course you will be able to:
• Understand what philanthropic psychology is • Define what self and identity, liking and loving, and psychological wellbeing are • Differentiate how seven different types of identities may be expressed through giving • Apply seven identity principles to increase giving and enhance psychological wellbeing • Differentiate how three different types of love may be expressed through giving • Explain how these forms of love can be applied to facilitate identity transformation for supporters in a way that maximises their psychological wellbeing • Generate a supporter journey that integrates these principles together • Reflect on why fundraising when done this way can also maximise the psychological wellbeing of fundraisers.
Week 1: Overview of philanthropic psychology and how it relates to fundraisers Week 2: How can liking and the prototype theory of love be applied to increase giving and psychological wellbeing? Week 3: How can identity-based motivation be applied to increase giving? Week 4: How can moral identity be applied to increase giving and psychological wellbeing? Week 5: How do religious identity and love work to increase giving and psychological wellbeing? Week 6: How can identity transformation be applied to increase giving and psychological wellbeing? Week 7: How can giving and thank-yous help people discover their true-self? Week 8: How can we grow love and giving sustainably?
Course Format & Assessment:
Philanthropic Psychology for Fundraisers is an 8-week course consisting of 40 hours of university-style learning, hosted online by Professor Jen Shang and Professor Adrian Sargeant.
Engage in virtual lectures, undertake assigned readings, participate in group discussions, and reflect on your own professional practice.
Self-test quizzes evaluate your learning, with a practical 1500-word assignment at the course's end for those seeking certification.
Prepare for the future of philanthropy by honing your skills with us. Join the movement towards effective giving and sustainable growth.