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A/B Charity

A/B Charity

Written by: Oliver Daysmith
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A podcast where fundraisers break down their experiments, we discuss the behavioural science behind results and give you inspiration for your next fundraising test. Brought to you by Oliver Daysmith - a behaviour change consultant with 12 years experience in charities and higher education, before moving into private sector research/consultancy.

All rights reserved. Economics Management Management & Leadership Marketing Marketing & Sales Science Social Sciences
Episodes
  • Nicole Young - Do Longer Legacy Letters Always Land Better?

    Nicole Young - Do Longer Legacy Letters Always Land Better?
    May 2 2026

    Nicole is an experienced fundraiser and charity sector leader who manages the legacy and in-memory programmes at Rethink Mental Illness and Mental Health UK. Skilled in high-value legacy stewardship, proposition development, income growth and delivering data-driven, multi-channel campaigns, in this episode, Nicole looks back on a career spanning more than a decade and shares some of her favourite fundraising tests, including... how does the length of a fundraising letter influence supporter interest in leaving a legacy?
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    14 mins
  • Lulu Smithwick - Who Wins Supporter Trust: Staff, Celebs or Service Users?

    Lulu Smithwick - Who Wins Supporter Trust: Staff, Celebs or Service Users?
    Jan 14 2026

    Lulu is an experienced fundraiser and compassionate charity sector leader who heads up the Mass Engagement & Digital Team at Reprieve, an international human rights charity. Skilled in developing people, creating innovative strategies and boosting income/engagement, in this episode, Lulu looks back on a 15 year career and shares some of her favourite fundraising tests, including... who supporters want to hear from: frontline charity staff, clients or celebrities?
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    15 mins
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