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The best graphs in behavioural science

18th Dec 2013

The Stirling Behavioural Economics Blog has published this interesting post of the best graphs in behavioural science (2010-2013), including exciting findings from a recent paper by Richard Thaler and Schlomo Benartzi.

The post also features one of our graphs – the results of one of our large-scale field trials on legacy giving (donating money in a will). Customers writing their will were either given a weak ask “Would you like to leave a gift to charity”, a stronger ask “Many of our customers like to leave a gift to charity – are there any causes that you’re passionate about?” or no ask at all. Donations made by the strong ask group were more than twice the size of donations made by the other two groups.

This graph doesn’t tell the whole story, however. As reported in our paper “Applying Behavioural Insights to Charitable Giving”, a second graph shows that the stronger message actually triples the number of donors compared to the control group – resulting in an even larger overall effect.

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