Designing Behavioral Nudges to Encourage Donating to Human Rights Causes
AHA! Behavioral Design
E-commerce and TikTok nudges that turned Gen Z trust into repeat donations to human rights causes.
Target Segment: Filipino Gen Z (ages 18-25).
Challenge: How might we help increase the perceived trust in a human rights organization to encourage a financial donation among Filipino Gen Z? How might we help increase perceived self-efficacy and impact in terms of habitual financial donation to a human rights cause?
BD Solution: AHA! BD designed online solutions (Piso Para sa Puso / One Bayanihan): an e-commerce store selling donation vouchers for a chosen advocacy, and 30-second TikTok videos showcasing the organization and advocacy that lead to a QR code to donate. Both provide updates to encourage repeat donations.
Results: Users of the e-commerce platform (M=.42) donated more frequently than TikTok users (M=.10); the TikTok prototype showed a significant relationship between donating manually via GCash and the amount donated [F(1,38)=107.464, p<.001; R2=73.2%]; 91.5% high likelihood to donate again; 8.85/10 likelihood to recommend; increased human rights knowledge among Gen Z.
