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Behavioural Insights Team charity work wins award

15th May 2014

The Behavioural Insights Team project on legacy giving, reported in our report “Applying Behavioural Insights to Charitable Giving“, has won a Third Sector Business Charity Award for Charity Partnerships. As part of our collaboration with Remember a Charity, Co-Operative Legal Services and the University of Bristol, customers of CLS were asked one of two randomly chosen messages – a weak ask, in which the will-writer asked “would you like to leave a gift to charity in your will”, or a stronger ask that aimed to elicit an emotional connection with charity while emphasising the social norm around legacy donations. Donations by people in these two groups were compared with those by a baseline control group. We found that the weak ask doubled donations compared with the baseline group, while the stronger ask roughly tripled them.