STUDY | 
Finance
 BEHAVIOR CHANGE

Applying Behavioural Insights to Charitable Giving 1.

Behavioural Insights Team (2013)
Summary by 
Mark Egan

The B.I.T. looked at the area of Legacy Giving (leaving money to charity through a will), working with the organizations Co-Operative Legal Services and Remember a Charity. Although 35% of those surveyed indicated they wanted to leave money to charity in their will, only 7% of wills contain such bequests. When customers rang to book a will-writing appointment, they were randomly assigned to a will-writer who would write them will with them over the phone. There were two treatment groups with over 1,000 individuals in each. The treatments were as follows(1) The will-writers asked “Would you like to leave any money to charity in your will?” [Plain ask](2) The will-writers asked “Many of our customers like to leave money to charity in their will. Are there any causes you’re passionate about?” [Social Norm]The results showed 10.8% of customers in the ‘plain ask’ group included a donation and 15.4% in the ‘social norm’ group. This compares to 4.9% in the baseline period which was a period before the trial began.