The Third Principle of East Is Make It Social

The BI team knew that social proof could dramatically improve how governments work, so they went about implementing it across departments. They started by adding a classic social proof statement to tax letters. This one line of text increased payments by 15%, resulting in 1.2 million more being paid in than the first month of it being used. The HMRC and Behaviour Insights team were awarded the 2013 Civil Service Award for innovative delivery. It then applied the same principle to encourage people to donate more to charities in their wills. A new script added just one question asking many of our customers like to leave money to charity in their wills - are there any courses you're passionate about? This one question alone raised