Charities are a special case where the psychology of the messaging is especially important. So this workshop draws heavily on the work of Peter Singer, Professor of Bioethics at Princeton, who is widely regarded as the authority on the psychological factors affecting communications and persuasion in the charity sector.  

It's also informed by workshop leader, Bob Maddams, many years experience in the charity sector as a marketing and behaviour change communications consultant working for clients such as RNIB, Dogs Trust, St Wilfrid's Hospice, Oxfam, Unicef, UNDP and Womankind.