Professor Adrian Sargeant introduces philanthropic psychology and explores how it can strengthen donor relationships. He traces the development of relationship fundraising before presenting a new PhilPsych model centred on identity, wellbeing and love.

Attendees will learn how understanding donors’ identities and emotional needs can inform more meaningful fundraising communications and supporter experiences. The session examines how connectedness, autonomy and competence can strengthen wellbeing and retention, and how different forms of love influence fundraising relationships.

Practical guidance will show participants how to translate this research into effective copywriting that builds stronger connections and long-term donor loyalty.