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Referate

KEY NOTE I: Being Donor-Centered in Changing Times

In a rapidly evolving world, fundraising cannot shield itself from change. But making the right choices when resources are limited and competition is fierce is the challenge that every Development Office faces. Luckily, today’s donors are very specific about what it will take to win their support and inspire them to give more generously. The job of Development Professionals, then, is to recognize which things are worth investing in and what skills and resources are needed to increase fundraising profit.
In this informative and entertaining keynote address, Penelope reveals how a short-term research study on donor recognition evolved into a new philosophy for keeping donors loyal indefinitely and raising much more money in the twenty-first century.

Penelope Burk
Penelope Burk’s career in the not-for-profit sector began in communications and market research in the arts in the early 1970’s and later expanded into fundraising and senior management for prominent human services organizations.
Penelope Burk’s unique advantage in the fundraising industry is her evidence-based approach. While her professional experience in the sector spans forty-five years, her publications and training programs are all the product of research with donors.
Penelope is the author of the best-selling industry standard, Donor-Centered Fundraising. The much-anticipated second edition of this book was just published, featuring all-new research with tens of thousands of donors. Penelope is also the author of the companion book, Donor-Centered Leadership, a critical resource for Boards of Directors, Chief Executive Officers and Advancement Directors on how to implement Donor-Centered Fundraising and manage fundraising staff for optimum results.
Penelope understands donors and what they want more deeply than just about anyone in fundraising. In the last twenty years, she and her innovative firm, Cygnus Applied Research, Inc., have conducted surveys and research studies with more than a quarter-million donors. She has reached back into their lives to find out about the first time they gave, what motivates their philanthropy now, what their greatest and most frustrating experiences in giving are, and what their dreams are for their philanthropic future.

KEY NOTE II

Philippe Tobler
Nach dem Studium der experimentellen Psychologie in Bern – mit Schwerpunkt Augenmotorik – untersuchte Philippe Tobler im Rahmen seiner Doktorarbeit (Cambridge) die Belohnungsverarbeitung durch Nervenzellen, die Dopamin produzieren. In seiner Postdoc-Arbeit (Cambridge, London, Oxford) hat er die funktionelle Magnetresonanztomographie beim Menschen eingesetzt, um zu untersuchen, wie das Gehirn ökonomische Belohnungsparameter wie Risiko, Verzögerung und Wahrscheinlichkeit verarbeitet. Derzeit beschäftigt sich Tobler als Professor am Zurich Center for Neuroeconomics der Universität Zürich mit den neuronalen Grundlagen von Belohnung, Lernen, wirtschaftlicher Entscheidungsfindung und sozialem Verhalten. Er untersucht sowohl Gruppeneffekte als auch individuelle Unterschiede.

In den letzten Jahren fokussierte er sich mit seinem Team darauf zu untersuchen, wie das Gehirn die Belohnung für das Geben an andere verarbeitet («Grosszügigkeit»). Dabei kam heraus, dass die Belohnungszentren des Gehirns von grosszügigeren Individuen grosszügige Entscheidungen anders verarbeiten als die von weniger grosszügigen Individuen. Darüber hinaus konnten sein Team und er feststellen, dass Grosszügigkeit durch Hirnstimulation oder Hormone verändert werden kann. In seinem Vortrag wird er grundlegende Erkenntnisse aus dieser Forschung vorstellen – in der Hoffnung, den FundraiserInnen einige Anregungen für die praktische Umsetzung zu geben.