Nudge nudge

Wednesday, May 29th, 2013


If you’ve read Nudge or Tipping Point (or any other popular ‘behaviourial economics’ books) you’ll have seen countless examples of how very simple changes in environment or context can have a tremendous impact on influencing decision making.


And if you’re anything like me, you’ll have tried to figure out how you can apply them to your fundraising.


Recent research from Remember a Charity, Cabinet Office Behavioural Insights Team and Co-operative Legal Services seems to have come up with a ‘nudge’ to devastating effect.


It goes likes this… apparently half of us have ‘thought’ about putting a charity in our Will, yet only 7% of us do.


The research showed  that when we’re reminded by a solicitor or Will writer that we can leave a gift in our Will, this figure rises to 10%.


And when asked if there is a charity we’re passionate about, the number of us leaving a gift rises to 15%… and in legacy terms that kind of increase is a massive pile of money.


Now, we just have to figure out what the ‘nudge’ is for the legal profession to ask everyone and we’ve split the fundraising atom.


For more information visit Remember a Charity.


UPDATE: The Chair of Remember a Charity, Alex McDowell (@alexpgmcdowell),  has very kindly given me the full report for download. Click HERE to get it.



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