The Management Centre
Call us: +44 (0)20 7978 1516
For Learning & Development:
For Consultancy:

Change for Good – using behavioural economics for a better world

C4G SEMINAR IS NOW SOLD OUT – sorry if you couldn’t secure a place, email to go on the waiting list.

Find out more


  • “Great day! The National Youth Association works with and for young people. The sessions offered me new ways to communicate with young people and influence key decision makers.”

    Leigh Middleton, CEO, National Youth Association

  • “As the CEO of a theatre I’m always looking for inspiration and insight. The 2018 event was packed with excellent speakers sharing brilliant examples I could apply straight away.”

    Jeremy Wyatt, CEO and Artistic Director, Ayr Gaiety Theatre

  • “Truly, this seminar helped jolt me out of what I was planning to do. I still refer to the frameworks, studies and stories from it at least once a month. It really helped me keep in touch with the latest ideas to engage supporters.”

    Ben Swart, Head of New Corporate Partnerships, NSPCC


  • “The seminar was an eye opener for me – lots of new ideas on marketing, engaging audiences, and effective fundraising in the arts. A really exciting day!”

    Anamaria Wills FRSA, Cultural and Creative Consultant, Chair of Balbir Singh Dance Co

  • “As someone with a background in local government now running a leisure trust, I’m always looking for practical ‘how to’ ideas that I can apply to encourage residents to look after themselves and their neighbours. The seminar provided a host of these ideas.”

    James Brindle, Deputy CEO, Magna Vitae

Click to download your FREE decision science framework 

Decision science download

Change for Good for MSF

Buy the book online from Amazon UK by clicking the button below. If you’re outside the UK, order from your regional Amazon store to save money on postage costs. It’s currently available across Europe and on in the USA and in Canada. 

Creating radical change

This breakthrough book explores for the first time how changes in our understanding of how the brain works when making decisions can be used for social good. It shows how techniques now common in business have the potential for creating positive radical change.

Written by two leading global experts in psychology, marketing and fundraising it builds on the work of Nobel prize winners Daniel Kahneman and Richard Thaler. It details how anyone involved in advocacy, campaigning social policy, social care, poverty reduction, health promotion and fundraising – essentially anyone involved in making change for good – can help individuals to make positive changes in their lives.

100% 5* reviews on Amazon:

Behavioural economics quiz

Global launch – Sign up for details

The book was formally launched on June 1st in London. Following that there have been a series of launches and associated training events around the world during 2018. At each venue participants were treated to one of the authors presenting on the key ideas and how to apply them.

To find out how you can host a launch event with associated seminar, contact Clare Segal, =mc director on

Hover over the map to view past launch dates and locations:


What’s it all about?

This free download explains the basics of behavioural economics and what you can expect from the book, along with the 10 key persuasion principles. For further detail, read the book!
free download

About the authors

Bernard Ross behavioural economics

Bernard Ross, =mc Director, is an award-winning management consultant and author who has developed strategy and fundraising campaigns for many of the world’s largest INGOs including the International Red Cross and Red Crescent, Amnesty International, Medecins Sans Frontieres and UNHCR

Omar Mahmoud is the Chief of Market Knowledge at the international development agency UNICEF and was previously a senior marketing professional at P&G working on some of the world’s largest brands including Pringles, Pampers and Ariel.

  • “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 book not only makes you think but also makes you act. It’s full of examples and practical ways to drive positive change.”

    – Mohamed Samir, P&G President, Organization Design

  • “Every fundraising or communications professional will benefit from this breakthrough thinking.”

    – Harvey McKinnon, President, HMA Canada; author and documentary film producer

  • “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 and Chief Executive, MC&G: The Growth Agency

  • “A well-researched and insightful book that makes a significant contribution to the body of learning we have on how people make decisions.”

    – Isabella Navarro Grueter, Vice President for Whole-person Education, UDEM University, Monterrey, Mexico

Print Friendly, PDF & Email

What can we help you with?

Need a quick answer to a specific challenge? Not sure what you're looking for or haven't time to search? Send me a message and we'll get back to you as soon as possible with an answer.

Or if you'd prefer to speak to someone, call 020 7978 1516.


Yvette Gyles, Director

Ask Us a Question