en

Dark Patterns and NGOs: Ethics in the Context of Behavioral Design

In modern fundraising, behavioral design and psychological principles are playing an increasingly important role. Behavioral design offers NGOs the opportunity to motivate donors in an effective and thoughtful way. However, while positive methods like “nudging” can influence donors in meaningful ways, there is also a darker side: so-called “dark patterns.” These manipulative design elements use deliberate deception to push users into actions that may not be in their best interest. While this may bring short-term success, it poses significant risks, especially for the trust and long-term engagement of donors.

In this article, we will explore what dark patterns mean in the context of NGOs, how they differ from ethical behavioral design, and provide examples from practice that show how NGOs can influence their audience both positively and negatively. Finally, we will offer recommendations to promote ethical practices in fundraising.

 

What Are Dark Patterns, and How Do They Differ from Behavioral Design?

Behavioral design aims to influence people’s behavior by using psychological principles to shape decision-making processes. We described 10 positive behavioral design techniques in our article: “10 Behavioral Design Techniques to Help NGOs Generate More Donations.” A classic example in fundraising is the use of social proof, where displaying support from others can motivate potential donors. However, a study in The Agitator shows that this technique can be a “double-edged sword”: while it can motivate donors, it can also create a sense of redundancy if people feel enough help has already been provided.

Dark patterns, on the other hand, are deliberate, manipulative design elements aimed at pushing people into decisions that are not in their best interest. An EU study found that almost all popular websites use such tactics to nudge users into actions like making purchases or signing up for subscriptions they may not want. In the context of NGOs, dark patterns can not only undermine donors’ trust but also damage the organization’s long-term reputation.

 

Why Are Dark Patterns Problematic for NGOs?

NGOs operate in a space that heavily relies on trust and transparency. Donors support NGOs because they believe in their mission and feel confident that their contributions are being used responsibly. However, when NGOs resort to manipulative design tactics, they risk losing the trust of their supporters.

 

Loss of Trust and Ethical Responsibility

NGOs have a particular ethical responsibility, as they often work toward social or moral causes. The use of dark patterns contradicts these principles and can lead donors to feel exploited and deceived. Transparency and honesty are crucial to building long-term relationships. If an NGO manipulates its supporters, for example through hidden subscriptions or misleading urgency, it can result in a lasting loss of credibility.

 

Short-Term Success, Long-Term Damage

While dark patterns may lead to increased donations in the short term by pressuring or misleading people, they harm donor retention in the long run. Donors who feel deceived are unlikely to donate again and may even share their negative experiences with others. NGOs risk alienating their donors, which could ultimately jeopardize their mission.

The website booking.com uses scarcity and time pressure to push people into making quick and impulsive bookings—an example of a dark pattern.

Examples of Dark Patterns in the NGO Context

There are several specific dark patterns that NGOs may use—either knowingly or unknowingly—in their digital communications and fundraising methods. Here are some common examples:

 

1. Hidden Subscriptions in Recurring Donations

Many NGOs offer both one-time and recurring donation options. A dark pattern could occur when the option for recurring donations is pre-selected, without users realizing it. This practice can lead donors into a recurring commitment they may not have intended.

  • Example: The button for “Monthly Donation” is highlighted, while the option for a one-time donation is less visible or hidden. While this tactic may often go unnoticed, some donors may unknowingly commit to a recurring donation and later express complaints. In such cases, the design or default settings should be made clearer.

 

2. Difficult Opt-out Options

Another dark pattern involves intentionally complicating the process of canceling a recurring donation or unsubscribing from a mailing list. This can be done by hiding the option or adding unnecessary steps.

  • Example: A donor wants to cancel their monthly donation, but the “Cancel” option is buried deep in the settings, and multiple confirmations or even a phone call are required to complete the process.

 

3. Misleading Urgency or Emotional Manipulation

NGOs often use emotional appeals to generate donations, which is legitimate. However, when exaggerated urgency or misleading information is used to pressure users into giving, it becomes a dark pattern.

  • Example: A pop-up on the donation page states, “Only 2 hours left to donate,” even though the campaign is ongoing and there is no real time pressure.

 

Recommendations for NGOs: Ethical Behavioral Design

To ensure that NGOs maintain the trust of their supporters and apply ethically sound fundraising practices, they should consider the following approaches:

 

1. Transparency in Donation Options

Recurring donations should be clearly explained and presented. Pre-selected options in donation forms are acceptable, but they must be clearly visible and easy to change.

 

2. Simple Opt-out Processes

The option to stop recurring donations or unsubscribe from mailing lists should be easily accessible and straightforward, without unnecessary barriers.

 

3. Avoid Emotional Manipulation

NGOs should use emotional appeals, but always remain authentic. Urgency should only be created when it genuinely applies.

 

4. Using Behavioral Design for Positive Effects

Instead of resorting to manipulative dark patterns, NGOs can ethically use psychological principles like nudging to motivate donors. A good example is the use of social proof—but care must be taken to ensure it doesn’t give the impression that an individual’s contribution is no longer important.

 

Good Tools Can Be Used for Bad Things

Dark patterns are tempting because they can lead to short-term success. However, for NGOs that rely on the trust of their supporters, these manipulative design elements can cause long-term damage. By using ethical behavioral design, NGOs can interact with their donors in a transparent and fair way, building strong, trusting relationships that sustainably support their mission.

 

 

save
to top