To Increase Response Rates to Government Administered Surveys—Tell Citizens the Benefits. 

Can municipal governments increase response rates to surveys by telling citizens how it will benefit them and/or their community?
 
Background
 
A small town in the Northeast wanted pubic input for a major public redevelopment project.  The emailed citizens in their town a link to a survey about the redevelopment project using three different strategies:

1. Ask—request that citizens take the survey.
2. Personal Benefit—suggest that the citizens benefit by making their beliefs heard.
3. Community Benefit—suggest that the community benefits when citizens take the survey and officials hear different beliefs.

 
Results
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• 35% of those who received the “Ask” strategy took the survey.
• 40% of those who received the “Personal Benefit” strategy or the “Community Benefit” strategy took the survey.
• There was no significant difference between the “Personal Benefit” strategy and the “Community Benefit” strategy.
• Overall Lesson: Telling citizens about the benefits of taking a survey will increase response rates.

 
Authors: Daniel Butler and Eleanor Powell