The Psychology of Giving

For any non-profit, understanding donor motivations and behaviour is a well-sought secret to creating an effective fundraising campaign. Although there may not be a formula for instant fundraising success, there are powerful psychological principles that underlie the psychology of giving.

This Masterclass examines how donor’s values influence their giving behaviour and how fundraisers can leverage their understanding of values to attract and retain donors.

Thursday 20th September
18:00 to 20:00 AWST
$10 per ticket

About the event

“If only I knew what to say to motivate people to give” — it’s a common thought that goes through any fundraiser’s mind. The secret to motivating donors is to understand—and speak to—their value priorities. In this Masterclass, Dr Joanne Sneddon from the UWA Centre for Human and Cultural Values will share her research into how donor’s values influence their giving behaviour and how fundraisers can use this knowledge to craft more effective fundraising appeals.

Donors do not give to needy organisations, they give to organisations that meet peoples needs. During his presentation, Heiko Plange from the Harry Perkins Institute, will give a simple 3-step methodology that will help fundraisers craft a story that gets funded.

Dr Laila Simpson will showcase some of the UWA Crowd Research successes and the services available to all UWA researchers that wish to engage with community funding and participation.

What will happen on the night?

18:00: Doors open and Registration

18:30: PJ Shanmugan
Community Ambassador,
Opening Remarks

18:40: Dr Laila Simpson
Manager, Research Impact and Engagement, UWA Crowd Research
UWA Crowd Research Successes with Community Funding

18:50: Dr Joanne Sneddon
Deputy Director, UWA Centre for Human and Cultural Values
The Psychology of Giving

19:20: Heiko Plange-Korndoerfer
Senior Philanthropy Advisor, Harry Perkins Institute of Medical Research
From $40,000 to $5 million: How to develop a story that gets funded

19:45: Q and A

20:00: Drinks

20:30: Event close

In partnership with

The University of Western Australia - Centre for Human and Cultural Values

Supported by

The University of Western Australia - Crowd Research

About the speakers

Photo of Joanne Sneddon
Dr Joanne Sneddon
Senior Lecturer, University of Western Australia Business School

Joanne is a Senior Lecturer of Marketing at the UWA Business School and the Deputy Director of the UWA Centre for Human and Cultural Values. Joanne’s research interests include the theory and measurement of personal values in adults and children and how values influence consumer and pro-social behaviour in a range of contexts. Joanne’s work on values has been published in a range of high impact journals including Assessment, Personality and Individual Differences and Annals of Tourism Research.

Previously, Joanne has been engaged in a series of research projects and consultancies for global and national scientific research agencies including, the CSIRO, the Department of Agriculture and Food, and the Department of Land Information. Joanne has also worked for the Department of Agriculture, the Curtin Business School and prior to accademia, Joanne managed M&K Marketing Services, in the United Kingdom.

She studied management at Durham University and Curtin University and holds a PhD and a MBA from the University of Western Australia.

Joanne is a Community Ambassador, she loves getting out into nature, creating textile artwork and is passionate Fremantle Dockers fan.

Photo of Heiko Plange-Korndoerfer
Heiko Plange-Korndoerfer CFRE, FFIA
Senior Philanthropy Advisor, Harry Perkins Institute of Medical Research

Heiko is a globally Certified Fund Raising Executive and has extensive experience in managing fundraising and corporate partnership programs. With a comprehensive background in developing and implementing strategic marketing, and major gifts fundraising, Heiko has worked with organisations spanning arts, health, medical research, education, and community services.

Previously, he has worked for the Brightwater Care Group, St John of God Health Care and the Western Australian Museum Foundation. Currently he is the Senior Philanthropy Advisor at the Harry Perkins Institute of Medical Research. Recently, at the Perkins Institute, Heiko completed a Capital Campaign that raised $5.5 million in pledges and donations to establish a Chair in Cardiovascular Disease. He is a Fellow of the Fundraising Institute of Australia and a Community Ambassador.

He is a recipient of several awards, including the inaugural Centre for Social Impact Scholarship awarded by the Qantas Foundation. In addition to a number of other professional development qualifications, Heiko graduated from the University of Western Australia, earning a Bachelor of Commerce in Management and Marketing.

An avid cyclist, on the weekends, he has a passion for the West Coast Eagles and an unrealised passion for cooking.

Photo of PJ Shanmugan
PJ Shanmugan
Community Ambassador,

PJ is an experienced strategist, and corporate advisory specialist whose diverse career has encompassed roles with international organisations such as the World Bank Group, Royal Dutch Shell and Egon Zehnder International.

He is an Australia Day Ambassador, Patron of the Taronga Zoo Foundation and a Red Cross Ambassador. He has sat on several corporate and government advisory boards and has advised the United Nations, Australian Defence Force, and the Human Rights Commission.

A recipient of numerous honours and awards including the Centenary Medal, PJ is recognised as a ‘Face to Watch’ by The Sydney Morning Herald and a “fire-bellied visionary who puts his ideals into action.”

A passionate advocate of the human condition and the fostering of an philanthropic ecosystem, PJ co-founded Project Kokoda and raised over $17,000 on

PJ graduated with Honours in International Relations from the University of New South Wales and wrote his thesis on the changing nature of warfare. A passionate advocate of Australian football, he is an Ambassador for the Australian Football League, plays in the amateaur league for Sydney University and supports the GWS Giants.

Buy tickets

Powered by Eventbrite