Wednesday, 1 January 2014

Behavioural Insights

The Cabinet Office Behavioural Insight Team recently published preliminary results of a randomised control test looking at the effect of different messages on donor registration: their report can be found here (1.2MB pdf). They found that a message stressing reciprocity had the greatest effect on increasing registrations. Interestingly, putting a picture of a group of people alongside an appeal resulted in fewer registrations that a message without a picture.

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