28 May 2013
“Nudging” people to give could generate tens of millions of
pounds extra for good causes, according to ground-breaking studies
published today.
Simply reminding people making out their Will that many others
choose to leave a legacy to charity or including a photograph in an
appeal can double or treble the numbers of people giving.
The study was conducted by the
Cabinet Office Behavioural Insights Team in partnership with
the Charities Aid Foundation (CAF) and the University of Bristol’s
Centre for Market and Public Organisation. CAF promotes charitable
giving and provides financial services and social finance to
not-for-profit organisations.
Trials conducted around the country showed that simple messages
can also encourage people to up-rate regular donations with
inflation or increase the numbers of people joining fund-raising
initiatives.
The trials include:
- One project conducted in partnership with the charity
Remember a Charity showed
that asking the question “many of our customers like to
leave money to a charity in their Will, are there any causes you
are passionate about?” trebled the number of people including a
charity in their will and increased the amount given.
- Automatically enrolling people to annual increases in regular
donations through their payroll giving schemes such as CAF Give As
You Earn dramatically increased the proportion of
people increasing their donations (from 6 to 49%), which could
raise an extra £40m a year for charities if rolled out.
- Including a photograph of an employee who gives to charity on a
company appeal doubled the number of people agreeing to give.
- Sending staff a personalised message about a fund-raising drive
from the Chief Executive of a large investment bank helped treble
fund-raising and raised £500,000 in one day.
“Behavioural insights” are designed to encourage, support and
enable people to make better decisions for themselves. The Cabinet
Office Behavioural Insights Team conducted five controlled trials
with charities and companies across the country to test ways of
encouraging people to give.
The report, published today, recommends making it as easy and
attractive as possible to give. Suggestions include matching
donations or personalising messages, using colleagues or prominent
people to send out messages about giving, and choosing the best
timing for charity appeals.
John Low, Chief Executive of the Charities Aid Foundation, said:
“We know that Britain is one of the world’s most charitable
countries - it’s in our very nature to do all we can to support the
causes we care about.
“British people are hugely positive about charities and they are
already enthusiastic about their giving, but this research points
to what might yet be possible if potential donors are inspired by
others, connect personally to a cause and feel it is easy to
give.
“At a time when as many as one in six charities fear they may
have to close, it is more important than ever to find new ways of
transforming general enthusiasm for charities into committed
regular giving and build strong connections with the causes people
care about.”
Minister for Civil Society Nick Hurd said: “We are working with
partners to see how we can make it easier and more compelling to
give. This study shows how generous people are prepared to
be, if asked in the right way.”
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