Default Bias
We are extremely likely to go with the default option, even when the stakes are high. Defaults signal that this is a popular option; they require minimal effort; and they make us focus on the positives of the selected option and forget about the other option. Interestingly, being transparent about using them doesn’t reduce their effectiveness.
Example
In Europe there are countries where almost everyone is a registered organ donor e.g. 100% Austrians and countries where almost no one is e.g. 12% Germans. The difference was the default option: in the former countries, you’re a donor unless you opt-out. In the latter, you’re not a donor unless you opt-in.
Fundraising opportunity
Where possible use default options and opt-out mechanisms. Be transparent and explain why you’re using them. This will increase your supporters’ trust to your organisation, while it won’t impact the effectiveness of the default.
Johnson, E.J., & Goldstein, D. (2003). Do defaults save lives?