Boosting participation in an online ministerial survey

The challenge

Encourage farmers to respond to the general agricultural census online survey.

Our response

Micro-optimisations informed by behavioral science insights were integrated in the communication elements to make communication about the survey more engaging and efficient. Some of the modifications incorporated in the email invite include:

- The official character behind the survey was reinforced and made salient

- A personalized message was added to address each participant and increase personal involvement

- Participation was broken down into simple steps made clearly visible and accessible through the online invite

- The advantages of participating online were highlighted

The results

The response rate to the survey increased by an estimated 31% where 71% of farmers invited by mail responded on average after the intervention.

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