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Behavioural science for communicators

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Shane Donnellan, senior behaviour change specialist, Changeworks

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Publicada em: Governo e ONGs
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Behavioural science for communicators

  1. 1. Delivering positive low carbon living Behavioural Science for Communicators Small charities communications conference 2019
  2. 2. Introduction Shane Donnellan, Senior Behaviour Change Specialist Consultancy Team Clinical Psychology X Human Factors
  3. 3. Changeworks
  4. 4. Centre of Best Practice for Behaviour Change ‘Applying best practice behavioural knowledge to improve all sustainability outcomes’ Aims 1. Greater impacts in delivery 2. Staff culture of considering behaviour 3. Evaluation 4. Real world applications 5. Beacon of exemplar working 6. Support stakeholders with behaviour change
  5. 5. Behaviour is a broad term • Take an action (Sign up) • Stop doing something (@ing us) • Change how to do something (Calling in to chat) • Start/ stop/ maintain/ change a habit (open e-newsletters) • Remembering (to attend events) • Doing something the right way (complete forms) • Doing something at the right time (register for events) • Share (tell your friends) • …..
  6. 6. Behavioural Science
  7. 7. • Nudges: Cues which can influence a person’s decision, but don’t remove their personal choice for action. • Has become the public image of all things related to behaviour change. These cues based on the same principles used in more complex interventions • Nudges may be in our physical environment, digital, how choices are presented to us, written etc. Nudges
  8. 8. Examples of nudges Pic: Cancer Research UK
  9. 9. Pic: Hubbub
  10. 10. Shoves
  11. 11. Tools (nudges) for Comms and Engagement 1.Make it easy 2.Social norms 3.Avoiding losses 4.Anchoring
  12. 12. • Make a change in behaviour easy and hassle free for customer • • Bit.ly/make_it_simple • Pre-populated fields • ….? • Language used can influence how we feel and how much we fit into the story ✔support, tips, views, community, local, homes… ✘Householders, struggling, communications, publications… 1. Make it Easy
  13. 13. Make it Easy • Tax Rebates • Go to our website to get our phone number • Promote our event with #ThisHashTagIsTerrible2019 • Double Clicks v single clicks • To enter just enter your name, contact details, age and favourite colour • …
  14. 14. We tend to do what those around us are already doing (or what we think they are) 1. If the norm is desirable, let people know about it. 2. Relate the norm to your target audience as much as possible. 3. Be careful when dealing with undesirable norms. 2. Social Norms
  15. 15. Norms in the Wild Vid: Youtube
  16. 16. Social Norms: Example Phrases • Most people… • 60% of people… • Thanks to everyone who has already… • Only 20% have still to… • We are expecting a big turnout so… • …?
  17. 17. Thanks to everyone who has already donated – your generosity will help house people in your area. To join our network of donors, call…. The survey is being sent to you and our other members, so that we can deliver the service you want! Let us know your views now by clicking…
  18. 18. Behavioural research shows that people can be more motivated to avoid a loss, than gain something. E.g. Saving money or protecting the environment (both ‘gains’) V. Avoiding wasting energy/ managing your home better / putting you more in control of your home (to avoid waste) 3. Avoiding a loss
  19. 19. Avoiding a loss Example phrases: “This would help you spend £25 less on your bills” “By ticking GiftAid, you ensure we get the full amount you have donated” “Sign up to avoid disappointment” Other examples?
  20. 20. Talking about loss Closing your windows in winter saves energy. We would generally advise doing this. On average people who do this save £100 a year. Fifers! Windows left open in winter wastes heat and money. We’d recommend that you close them. This could help put £100 back in your pocket every year.
  21. 21. Anchoring We don’t always make the rationally optimal choices, but draw on contextual cues often unconsciously. Often the choices we don’t want can influence the ones we do… Particularly relevant for options involving numeracy/ financial info
  22. 22. Pic: Ryanair.com
  23. 23. Pic: Fundraising.co.uk
  24. 24. How else could anchoring be applied in your comms or engagement? Any potential challenges or risks?
  25. 25. Language! Behavioural Science/ Behavioural insights/ Behaviour change/ Behaviourally-informed/ Nudge…. Funders/ Partners/ Clients “Behavioural Insights eh? Say no more!”
  26. 26. Applied Example
  27. 27. Background householders who had received free wall insulation. Meter readings needed to evaluate. Low response rate What we did ➢Made it simple (bit.ly link, less jargon, clear calls to action) ➢Framing (expectation, thank you in advance) ➢Norms (references to other householders submitting readings Outcome Q1 - 50 responses Q2 - 88 responses
  28. 28. Thanks for Listening Questions? Keep in Touch sdonnellan@changeworks.org.uk 0131 538 7955
  29. 29. Small Charities Communications Conference 10 July 2019 London #CCsmallcharity Sponsored by
  30. 30. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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