New Times,
New Thinking.

  1. Business
  2. Economics
13 August 2013updated 26 Sep 2015 12:17pm

Facebook encourages 30,000 to become organ donors

A nudge here, an organ there.

By Alex Hern

Last year, Facebook’s Mike Zuckerberg was convinced by his medic student girlfriend that he could be doing more to increase the supply of donated organs. So he started doing more:

The actual change on Facebook’s part is small. Starting today, users in the UK and US can go to their timeline, click on “Life Event,” select “Health and Wellness,” and add the new option “choose Organ Donor”…

If everyone who is an organ donor adds that fact to their profile, then those who aren’t may start being aware of it in a way that may cause them to act.

There are a lot of “mays” and “ifs” in that, of course. It’s equally possible that no one will update their organ donor status, and the initiative will go unseen. But if Zuckerberg succeeds, it will be one of the largest applications of “nudge theory” to date.

Now, well over a year on, we have our first real indication of how effective that nudge was. In a paper in the American Journal of Transplantation titled “Social Media and Organ Donor Registration: The Facebook Effect“, researchers have found that on the first day of the new organ donor initiative, there were 13,054 online registrations to become a donor in the US. That’s 21 times as many as there are in a normal day; in one state, Georgia, the increase was well over a hundred times the norm.

Select and enter your email address Your weekly guide to the best writing on ideas, politics, books and culture every Saturday. The best way to sign up for The Saturday Read is via saturdayread.substack.com The New Statesman's quick and essential guide to the news and politics of the day. The best way to sign up for Morning Call is via morningcall.substack.com
  • Administration / Office
  • Arts and Culture
  • Board Member
  • Business / Corporate Services
  • Client / Customer Services
  • Communications
  • Construction, Works, Engineering
  • Education, Curriculum and Teaching
  • Environment, Conservation and NRM
  • Facility / Grounds Management and Maintenance
  • Finance Management
  • Health - Medical and Nursing Management
  • HR, Training and Organisational Development
  • Information and Communications Technology
  • Information Services, Statistics, Records, Archives
  • Infrastructure Management - Transport, Utilities
  • Legal Officers and Practitioners
  • Librarians and Library Management
  • Management
  • Marketing
  • OH&S, Risk Management
  • Operations Management
  • Planning, Policy, Strategy
  • Printing, Design, Publishing, Web
  • Projects, Programs and Advisors
  • Property, Assets and Fleet Management
  • Public Relations and Media
  • Purchasing and Procurement
  • Quality Management
  • Science and Technical Research and Development
  • Security and Law Enforcement
  • Service Delivery
  • Sport and Recreation
  • Travel, Accommodation, Tourism
  • Wellbeing, Community / Social Services
Visit our privacy Policy for more information about our services, how Progressive Media Investments may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
THANK YOU

What’s more, the registration stayed high for almost two weeks after: in total, over 30,000 people more than usual signed up to be organ donors in the first 12 days of the initiative. Since an organ donor can save multiple lives, it might be one of the most cost-effective public health interventions ever recorded. The authors write that:

This initial ‘‘early adopter’’ cohort represents only

What is harder to work out is whether the initiative has any longer-term effects. Once the novelty faded away, were there still more daily registrations than there used to be? It’s hard to determine, since any change to the baseline is likely well within the normal fluctuations. But even if there aren’t, the one-time effect is valuable enough that Zuckerberg’s decision has paid dividends.  

Content from our partners
The future of private credit
Peatlands are nature's unsung climate warriors
How the apprenticeship levy helps small businesses to transform their workforce