What Governmental Managers Can Learn from Behavioral Insights
Behavioral insights offer a unique and powerful way for government managers to engage with citizens, improve outcomes, and address challenges in governance. By understanding how people think and behave, governments can design more effective policies and initiatives. A great example of this comes from Syracuse, New York, where the city implemented a simple yet innovative strategy: adding a handwritten note to the outside of property tax bills. This small gesture resulted in an additional $1.5 million in collections.
Behavioral Insights in Action
So, what exactly are behavioral insights? Rooted in psychology, behavioral economics, and social science, behavioral insights are about understanding how people make decisions in real life—decisions that are not always perfectly rational. Government managers can leverage this knowledge to better design policies and interactions that drive positive behavior.
Here are some key strategies from behavioral insights that government managers can apply:
Nudging: Instead of forcing change, governments can nudge citizens toward desirable behaviors. A nudge is a small adjustment in how choices are presented. For instance, setting the default for automatic enrollment in government programs, such as retirement plans or organ donation, increases participation without removing individual freedom.
Social Proof: People often follow the behavior of others, especially when they perceive a social norm. Governments can use this principle by highlighting high compliance rates or good behavior. For example, telling taxpayers that “90% of your neighbors have already paid their taxes” can motivate the remaining 10% to do the same.
Personalization: The Syracuse example is a form of personalization, making government interactions feel less bureaucratic and more personal. Simple changes like addressing citizens by name, acknowledging their past actions, or even adding a handwritten note can have an outsized impact on engagement.
Simplification: Sometimes the best behavioral intervention is making things simpler. Governments can reduce the complexity of forms, procedures, and communications to make it easier for people to comply with regulations, pay bills, or apply for services.
Timely Interventions: The timing of a message can be just as important as its content. Sending reminders when people are most likely to act—such as before deadlines—can lead to better outcomes. Governments can also experiment with the frequency and format of reminders, like text messages or emails.
The Syracuse Example: Small Efforts, Big Rewards
In an effort to boost tax collections, Syracuse leaders tried something unconventional. Instead of relying on more formal communication methods, they added personalized handwritten notes on the outside of tax envelopes. This small tweak tapped into human psychology by creating a personal connection with recipients. As a result, property owners were more likely to pay their taxes, leading to an impressive $1.5 million increase in collections.
This story highlights an important lesson: small changes can make a big difference. Governments often assume that large-scale reforms are necessary to improve outcomes, but as the Syracuse case shows, a low-cost, human-centered approach can lead to substantial benefits.
Why This Matters for Government Managers
Behavioral insights represent a shift in thinking about public service delivery. Instead of relying on traditional tools like mandates and incentives, government managers can use human-centered approaches that resonate with people’s natural tendencies. By focusing on small, strategic changes that influence behavior, government programs can achieve better results without significant increases in cost or effort.
As the Syracuse case shows, sometimes it’s the smallest changes that make the biggest difference. By applying behavioral insights, government managers can find new ways to improve efficiency, increase compliance, and foster a stronger relationship with the communities they serve.
Going Forward
The next time you face a public service challenge, consider how behavioral insights might offer a fresh perspective. Whether it’s as simple as adding a handwritten note to a tax bill or reframing how options are presented to citizens, the tools of behavioral science offer powerful solutions for government managers looking to make an impact.
This blend of small-scale innovation and human-centered design can help governments be more effective and responsive to the needs of their communities.