Behavior science / nudging opnions

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Nudging - Best Practices

After conducting extensive research, we were unable to identify the most effective ways or best practices on how to influence people into expressing their concern or support for a charity cause, as the information is not publicly available. However, we found that the evolution of behavioral science together with new research contributions offer significant ways or factors to improve charity concern and which can transform the way donations are requested. These methods include self signaling, social proof, giving more tomorrow, anchoring, and sympathy snapshots.

METHODS OF IMPROVING CHARITY CONCERN

SELF SIGNALING

  • Trying to use language that can trigger emotions of pride, satisfaction, and make self-image concerns more important seems to affect people with low or medium self-confidence who are willing to involve in activities that will boost their self-esteem.
  • People's changing behavior are visible when they take a broader picture of their concern.

SOCIAL PROOF

  • This involves the desire for public recognition or natural human competitiveness to be the most selfless concern.
  • Charities can benefit from this effect by encouraging early, large donations and making sure that these donations are made publicly visible.
  • Potential people to support a charity's cause will think of themselves as generous people who want to give to charity and it will stretch the argument even further to cite a “warm-glow giving.”

GIVING MORE TOMORROW

  • This principle greatly affects concern for a charity's cause by encouraging people to increase their contribution or concern at some point in the future rather than immediately, which reduces the pain of what is known by behavioural scientists as ‘’loss aversion.’’
  • Omar Parbhoo thinks the technique creates a “signal of quality” that allows people to put aside the fear that their money might be wasted and perhaps want to give even more.

ANCHORING

  • Relying heavily on information that can produce estimates by adjusting away from an anchor as a compromise is referred to by behavioural scientists as ‘’extremeness aversion."
  • This method thus nudges donors and yields promising results over conventional fundraising approaches.

SYMPATHY SNAPSHOTS

  • The feeling of empathy develops when people hear the sad story of a particular person, or when many lives are at risk. Also, the use of an identified individual with a name and a powerful image will automatically elicit feelings of compassion and altruism.
  • Charities can use this method to ensure that a powerful image or a true story of an affected individual is accompanied by campaigns, to trigger sympathy.

Research Strategy

Your research team began by searching through behavioral science articles, blogs, and publications relating to influencing people into expressing their concern for a charity cause. The primary focus was to find precompiled information, specifically methods adopted or effective tactics that can be used to nudge people into expressing their concern or support for a charity matter. In compiling this information, the team examined charity experiments, charity culture and governance, behavioral economics, and design. However, the team did not find any best practices around nudging people to express their concern or support for a charity cause, but instead learned that most, if not all the articles were related to donations with no information on expression of support alone.

Next, the team tried to look for information that could be used as proxy to answer the question by looking for press releases from Mckinsey, NYTimes, Behavioraleconomics.com, and research findings from universities regarding nudging people to express support for a charity matter. However, this search was not fruitful.

Your research team then switched gears and gathered all available information to provide significant findings for the request. After finding a list of articles and blogs with information on charitable behavioral science, the team sorted out these articles and blogs in terms of relevance and consistency, and then listed out five most common and effective methods in identifying some commonly known tricks, biases, rule of thumb or insights, especially from the field of behavioral science which would help to better understand how it can nudge people towards a charity cause. The goal was to get information on people who support or express their concerns for charities, but upon checking, all the articles found only related to donations. The team then gathered the methods that were identified in the first article and explored them. Each practice identified has no examples of instances where such tactics were used to express concern or support for a charity matter. The examples are mostly based on donations of charitable institutions or organizations.

Sources
Sources

Quotes
  • "More Americans feel like people should be acting at least twice as charitably as they really do. While most of us feel like people should be giving around 6% of their annual income to charity, the typical person actually gives about half that—only 3% overall. The gap between ambition and action leaves behind a huge sum of potential donations: about $291 billion."