This book is by two U.S. academics with an interest in behavioural economics, which is much more interesting than the plain old economics I did at uni!
It's a fascinating book that looks at ways you can influence choice architecture so that you can 'nudge' human behaviour in a positive way. They call this libertarian paternalism and put up a passionate case for why it should be used more to help us make better decisions.
If you have ever read any books on heuristics and biases, then the first few chapters may feel like you are covering old ground, but stick with it: you won't be disappointed.
The authors have a great, easy to read style and the book is full of interesting examples and anecdotes of how 'nudges' can "improve decisions about health, wealth and happiness".
They cover everything from increasing pension contributions and organ donations to saving the planet and making use of default options.
There are a lot of implications for fundraising and tomorrow I'll give two specific examples from the book that I found quite exciting and which could easily be implemented at most nonprofits.
Overall I'd highly recommend the book if you have an interest in human nature and influence. The only chapter I found slightly disappointing was the one on marriage, which I thought was a bit out of place and not really a 'nudge' at all.
Their blog is well worth checking out and gives some more examples.
If you'd like to buy the book, then click on the link below - if you do, but don't enjoy it then i'll give you a full refund!
