«Breaking News» Museums adopt supermarket-style techniques for donations

Museums and galleries are copying retailers' psychological strategies in a bid to get more donations.

The National Gallery, The National History Museum and the British Museum are using subtle 'nudge' technique to get visitors to hand over their money to plug their funding cuts.

Staff ask for contributions near the queue entrance. The set-up is similar to supermarket check outs as it makes it more difficult for people to refuse giving money while being watched by others.

Subtle 'nudge' technique to get visitors to hand over their money to plug their funding cuts. Pictured: Natural History Musuem

The colours are carefully chosen too, as black is typically associated with authority. 

Visitors are also given the opportunity to donate using contactless card. At the National History Museum, visitors are made to file past terminals where you can touch you card to donate either £5, £10 or £20, with the £20 device acting as a 'decoy' to encourage people to give £10.

Patrick Fagan, a behavioural scientist at Goldsmiths, University of London, told the Sunday Times: 'We all rely on mental shortcuts to make decisions and this is especially true during the excitement and stress of a day trip.' 

'Nudges like conforming to social pressure and authority, as well as reducing physical effort, are likely to increase donations. Is it guilt-tripping? Yes, in a way, because it's about not wanting to violate norms.' 

The tactics are becoming an increasingly important source of income, as taking inflation into account, government grants have fallen by £109m to £720m over ten years to 2017, a drop of 13 per cent.  

The tactic has worked well at the British Museum, where donations have doubled

Paid-for temporary exhibitions are another valuable source of income for museums. The Christian Dior blockbuster Victoria and Albert Museum charging up to £26.50. 

Nudge tactics appear to have been deployed at the nearby Science Museum in Kensington. In 2012, visitors at the entrance were encouraged by staff to make a voluntary donation before being ushered through a gateway to the exhibits. Only one per cent of visitors felt obliged to make a donation, a recent survey found.

A similar strategy of being asked by a staff member for money has been adopted at the British Museum and the Natural History Musuem. The tactic has worked well at the British Musuem, where donations have doubled.

All the museums insisted donations were voluntary.

The Natural History Museum said: 'A drop in real terms in our government grant over recent years means self-generated income is more important than ever. We have seen a rise in visitor numbers over the past 12 months and are incredibly grateful for all onsite donations.'

Link hienalouca.com

https://hienalouca.com/2019/03/10/museums-adopt-supermarket-style-techniques-for-donations/
Main photo article Museums and galleries are copying retailers’ psychological strategies in a bid to get more donations.
The National Gallery, The National History Museum and the British Museum are using subtle ‘nudge’ technique to get visitors to hand over their money to plug their funding...

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