"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 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. "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& The Growth Agency, UK

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