nudging fundraising€¦ · enhancing customer experience improving digital adoption &...

NUDGING FUNDRAISING

USING BEHAVIOURAL SCIENCE TOINCREASE REVENUE

1 s t O c t o b e r 2 0 1 9

Copyright © BVA Nudge Unit 2011 – 2019. All rights reserved.

The BVA Nudge Unit: Richard Chataway

• Vice President at the BVA Nudge Unit

• Over 15 years of success in applying behavioural science to optimise communications

• Led communications strategy for both local and central government in the UK and Australia

• Part of development team for the world’s most successful stop smoking mobile app (My QuitBuddy)

• Commercial clients have included IKEA, Pfizer, Sainsbury’s, ING, ITV, BT, Kimberly Clark, American Express, InterContinental Hotels Group, Campari, FOX Networks, Starbucks, Atos, Southeastern Railways and Unilever

• First head of Ogilvy Change, the only embedded behavioural practice in a communications agency

• Founded Communication Science Group (CSG)

• Board Member of The Association for Business Psychology

• Book ‘The Business of Behaviour’ will be published in early 2020 by Harriman House


The BVA Nudge Unit: Who We Are

We are a global consultancy that specialises in drivingsuccessful behavioural change among customers,employees and organisations.

We have over 150 conducted successful initiatives on behalf ofglobal organisations, including the United Nations, Bristol-MyersSquibb, Orange, Colgate and BNP Paribas, among many others.

Enhancing customer experience

Improving digital adoption & conversion

Optimising communication

Addressing management challenges(Diversity, workplace safety, collaboration, etc.)

Our primary areas of experience and expertise include:


Behavioural Science Tells Us That People Don’t Simply Do What They’re Told

An 80% Decrease In Cleaning Costs!


A nudge can help people adopt a desired behaviour


There is a huge opportunity for nudge in visitor attractions

In a recent BVA BDRC study for a major London visitor attraction:

75% of visitors to an exhibition at the front of the

building DID NOT look at any other

collections on their visit

Over 50% left the site unaware of its

membership –despite lots of

posters and leaflets

The majority did not visit the shop

or café despite being there for an

average of 90 minutes


Make it easy : how you say it is as important as what you say

“The system is showing that if you are lucky enough to receive a prize it comes as a cheque.

Did you know you can get these prizes paid direct into your account? If you like I can change this so you don’t miss out.”

“The system is showing that if you are lucky enough to receive a prize it comes as a cheque.

Would you like to change that so it goes direct to your bank account?

That way you can get your prize money faster and more securely, use less paper and save a trip to the bank.”

vs


Our philosophy

Behaviour First

'Test & Learn'

Everything Communicates


We work with clients in 4 different ways

✓ NudgeLabsCo-Creation Sessions to Develop Nudge Ideas

✓ COGNITION Audits Expert Reviews to Improve Engagement & Conversion

✓ Training/Workshop Sessions Half-Day Sessions for Managers & Marketers

✓ Consulting Project-Based or via Retainer


COGNITION Audit

We provide a set of recommended optimisations that are:

• rooted in behavioural science and the framework

• designed to change specific behaviours

• linked to illustrative examples and recommendations for testing


COGNITION Audit: Success stories

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3mth aveBaseline

02/10 09/10 16/10 23/10 30/10 06/11 13/11 20/11 27/11

Average Handling Time by CIC & Pilot Group

Entire CIC

Pilot control gp

CIC without new recruits

• An audit identified optimisations in scripting for a major UK savings bank call centre to reduce failure rates and increase in use of digital services

• Overall objective = reduced duration of calls

• Customer Service Representatives were trained in delivery and provided with new scripts and resources

11%increase in overall

efficiency

by incorporating behavioural ‘nudges’ intocustomer conversations for a bank

Enhancing call centre efficiency


COGNITION Audit: Success stories

54%click-to-action

growth

by implementing behavioural optimisations on a credit card company website

Improving website conversion

• For a credit card company, optimisations were identified to

increase conversion via the website application process

• Making the calls to action more salient delivered an instant

uplift in clicks through the site


Applying COGNITION to fundraising: GiftAid syndicate

Gift Aid Declaration Form

Make your gift to the British Museum worth 25% more, at no extra cost to you.

Through the Gift Aid Scheme, the British Museum can reclaim tax on your donations so every £1 you give

could be worth £1.25 to us.

Simply complete the form below and return to us.

Please notify The British Museum if you wish to cancel this declaration, change your name or home address, or no longer

pay sufficient tax on your income and/or capital gains.

If you pay Income Tax at the higher or additional rate and want to receive the additional tax relief due to you, you must

include all your Gift Aid donations on your Self-Assessment tax return or ask HM Revenue and Customs to adjust your tax

code.

Title: ___________________ First Name: _______________________________________________

Surname: __________________________________________________________________________

Full home address: ____________________________________________________________________

___________________________________________________________________________________

____________________________________________________________________________________

Postcode: _____________________________________

Please tick all boxes you wish to apply

I want the British Museum to reclaim tax on my donation of £_____________

and on all qualifying gifts of money made:

In the past 4 years

In the future

I am a UK taxpayer and understand that if I pay less Income Tax and/or Capital Gains Tax than the amount

of Gift Aid claimed on all my donations in that tax year it is my responsibility to pay any difference.

Date: _______________________________________________________________________________

Syndicate offer starts at just £2,500! Valid until 31st October

Copyright © BVA Nudge Unit 2011 – 2019. All rights reserved.Copyright © BVA Nudge Unit 2011 – 2019. Tous droits réservés.

Kingsbourne House229-231 High Holborn

LondonWC1V 7DA

Richard Chataway

VP, BVA Nudge Unit UK

[email protected]

nudging fundraising€¦ · enhancing customer experience improving digital adoption &...

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