Change For Better - more than just a book - a complete resource!

13 September 2021

Change For Better is a book that brings behavioural science out of the academic halls and supermarket aisles and makes it relevant to practitioners promoting social good through charitable fundraising.

In 17 terrific chapters, 21 leading fundraisers from 10 countries - marketeers, researchers, neuroscientists, management consultants, and behavioural scientists- share their ideas and insight to transform fundraising.

Our Co-founder, Crawford contributed TWO CHAPTERS based on some fascinating challenges that TBA worked on:

The first - TBA’s work with the Big Issue:

  • The challenge: The Big Issue magazine was set up to offer people ‘a hand up, not a hand-out’, however, research shows that 80% of people who pay for the magazine don’t take it, which undermines the magazine’s purpose.
  • TBA identified the key behavioural drivers and developed targeted nudges to change this behaviour.

The second - TBA’s work with ACFID (Australian Council for International Development):

  • The challenge: ACFID wanted to reduce the number of unrequested goods sent by individual donors during times of humanitarian crisis. For context, after a natural disaster, most people donate physical goods rather than cash. However, this obstructs supply chains and often end up in landfill, causing more harm than good.
  • TBA identified what drives donation behaviour and tested four nudges to change this behaviour.

The book will be launched at 15:00 (BST) on September 29th and all proceeds will go directly to Médecins Sans Frontières (Doctors Without Borders) to support their vital humanitarian work!

This is a book you must have open on your desk as you prepare for your next campaign!

Preorder your signed copy here or purchase from Amazon and other booksellers from September 29th.

The Behavioural Architects' articles are always stimulating, entertaining and informative and make BE principles both engaging as well as usable for all our readers Editor Impact Magazine and
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Its client testimonials show it has made behavioural economics accessible and actionable MRS judges ‘best new agency’ award
TBA have brought behavioural science thinking to some of our challenges in a way that is accessible for colleagues from across the business and has created actionable outputs Martin Bryant, Senior Consumer Insights Manager, KFC UK and Ireland
The Behavioural Architects did a great job of understanding our needs in this multinational project. They used a behavioural-led methodology to deliver clear and actionable output Ruchika Khattar, Global Marketing Innovation Manager, PepsiCo
One of the best articulated deliveries of insight I have seen in 20 years in the research sector. Damian Stevenson, Head of Insight at the Amateur Swimming Association
The behaviour change research has been the lynchpin of our entire new strategy to get more people swimming Nick Caplin, Amateur Swimming Association, Director of Participation
I’ve worked with TBA on a number of studies... all of them have allowed us to get to a depth of insight into basic behaviour that has transcended borders. Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
The magic comes from how TBA works with us to get to simple, actionable ideas using the BE principles. Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
Every project has resulted in activities that have unlocked growth for Diageo but, importantly, they’re also pieces of work that we keep going back to and that continue to inform new activities long after the original studies were run. Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
We tasked TBA with a challenging brief on a national survey and they exceeded all our expectations throughout the process Jennifer Bufton, Sport England 
Their enthusiasm and relevant application of this theory alongside highly actionable and impactful insight delivery that really engages our stakeholders. Jacinda Norman, Category Insights Manager, Waitrose
The team at The Behavioural Architects Sydney have played an instrumental role in uncovering the key behavioural challenges for the Bundaberg Rum brand. Clara Lee, Senior Insights Manager, Diageo Australia
By using behavioural principles in analysing research, we’ve been able to go beyond the rational system 2 responses and tap into the deeper, subconscious system 1 responses that are often difficult to articulate. Clara Lee, Senior Insights Manager, Diageo Australia
For the first time in over a decade, we have clarity on the shift that we need to make to bring our brand back into growth. Clara Lee, Senior Insights Manager, Diageo Australia
The TBA team are a friendly, highly organised and intelligent bunch of people to work with. We consider them an extension of our internal Insights team Clara Lee, Senior Insights Manager, Diageo Australia
The behavioural science work conducted by The Behavioural Architects Sydney team has uncovered insights that we would never have uncovered by asking consumers questions directly Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
Observing consumer behaviour through a Behavioural Science lens has uncovered key nuggets that we have now used to influence behaviour. Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
The Behavioural Architects Sydney are a valued  business partner of the Water Corporation (Perth), who’s expertise and insights into behaviour change has been instrumental in helping to shape our communications strategy and to deliver an outcome that produces results.    Paul Tuffin, Customer Insights Manager, Customer Strategy & Engagement Water Corporation (Perth, Australia)