How to motivate people to do good for others | Erez Yoeli

Translator: Ria Olva Reviewer: Azfa Adid

How can we get people to do more good,

Bagaimana kita mengajak orang untuk berbuat lebih baik,

to go to the polls, give to charity, conserve resources,

ikut pemilihan, beramal, hemat sumber daya,

or even to do something as simple as washing their mugs at work

atau sesederhana mencuci cangkirnya di kantor

so that the sink isn't always full of dirty dishes?

agar wastafel tidak penuh dengan piring kotor?

(Laughter)

(Tawa)

(Applause)

(Tepuk tangan)

Pertama kali saya mulai mengatasi masalah ini

When I first started working on this problem,

I collaborated with a power company

saya bersama perusahaan listrik

to recruit customers for a program that prevents blackouts

merekrut pelanggan pada program untuk mencegah pemadaman listrik

by reducing energy demand during peaks.

dengan mengurangi energi saat beban puncak

The program is based on a tried-and-true technology.

Program ini teruji secara teknologi

It's one the Obama administration even called

yang disebut oleh pemerintahan Obama sebagai

"the cornerstone to modernizing America's electrical grid."

"landasan modernisasi jaringan listrik Amerika."

But, like so many great technological solutions,

Tapi, seperti solusi teknologi hebat lainnya

it has a key weakness:

terdapat kelemahan yaitu:

people.

orang.

People need to sign up.

Orang perlu mendaftar.

To try to get people to sign up, the power company sent them a nice letter,

Supaya orang mau daftar, perusahaan listrik kirim surat yang bagus,

told them about all the program's benefits,

menjelaskan manfaat program ini

and it asked them to call into a hotline if they were interested.

dan meminta mereka menghubungi hotline jika tertarik.

Those letters went out,

Seluruh surat terkirim,

but the phones, they were silent.

namun tidak ada panggilan telepon satu pun

So when we got involved, we suggested one small change.

Lalu saat kami terlibat, kami mengusulkan perubahan kecil.

Instead of that hotline,

daripada menggunakan hotline,

we suggested that they use sign-up sheets that they'd post near the mailboxes

kami menyarankan: membuat lembar pendaftaran yang ditempel dekat kotak pos

in people's buildings.

di setiap gedung.

This tripled participation.

Orang berpartisipasi hingga tiga kali lipat.

Why?

Mengapa?

Well, we all know people care deeply about what others think of them,

Orang peduli apa yang orang lain pikirkan tentang mereka,

that we try to be seen as generous and kind,

kita berusaha terlihat murah hati dan baik,

and we try to avoid being seen as selfish or a mooch.

tidak egois ataupun malas.

Whether we are aware of it or not, this is a big part of why people do good,

Sadar atau tidak, ini berperan besar mengapa orang berbuat baik,

and so small changes that give people more credit for doing good,

dan merupakan perubahan kecil untuk menghargai orang yang berbuat baik.

those changes can make a really big difference.

Perubahan ini akan membawa perbedaan besar.

Small changes like switching from a hotline,

Perubahan kecil seperti beralih dari hotline

where nobody will ever find out about your good deed,

di mana tidak ada yang tahu aksi baik Anda,

to a sign-up sheet

ke lembar pendaftaran

where anyone who walks by can see your name.

di mana semua orang yang lewat akan melihat nama Anda.

In our collaborations with governments, nonprofits, companies,

Dalam kolaborasi kami dengan pemerintah, nonprofit, perusahaan,

when we're trying to get people to do more good,

saat kami berusaha mengajak orang berbuat baik,

we harness the power of reputations.

kami memanfaatkan kekuatan reputasi.

And we have a simple checklist for this.

Dan kami punya daftar sederhana.

And in fact, you already know the first item on that checklist.

Anda pun sudah tahu apa yang pertama pada daftar tersebut:

It's to increase observability,

meningkatkan keterlihatan,

to make sure people find out about good deeds.

memastikan orang tahu perbuatan baik Anda.

Now, wait a minute, I know some of you are probably thinking,

Tunggu sebentar, saya tahu apa yang mungkin Anda pikirkan,

there's no way people here thought,

Tak mungkin orang di sini berpikir,

"Oh, well, now that I'm getting credit for my good deed,

"Oke, sekarang saya bisa dapat reputasi baik,

now it's totally worth it."

kini, usaha saya setimpal"

And you're right.

Dan Anda benar.

Usually, people don't.

Tapi biasanya tidak.

Rather, when they're making decisions in private,

Sebaliknya, saat mereka membuat keputusan secara pribadi,

they worry about their own problems,

mereka khawatir akan masalah mereka,

about what to put on the table for dinner or how to pay their bills on time.

seperti menu makan malam hari ini atau bagaimana bayar tagihan tepat waktu

But, when we make their decision more observable,

tapi, ketika mereka diawasi saat membuat keputusan

they start to attend more to the opportunity to do good.

mereka mulai mengambil kesempatan untuk berbuat baik.

In other words, what's so powerful about our approach

Dengan kata lain, yang menonjol dari pendekatan kami adalah:

is that it could turn on people's existing desire to do good,

bisa menyalakan keinginan orang untuk berbuat baik,

in this case, to help to prevent a blackout.

yaitu membantu mencegah pemadaman listrik.

Back to observability.

Balik ke keterlihatan.

I want to give you another example.

Saya akan memberi contoh lain.

This one is from a collaboration

Ini hasil dari kolaborasi dengan

with a nonprofit that gets out the vote,

organisasi nirlaba yang memotivasi orang memilih.

and it does this by sending hundreds of thousands of letters every election

Mereka mengirim ratusan hingga ribuan surat setiap pemilihan umum

in order to remind people and try to motivate them to go to the polls.

agar orang ingat dan termotivasi datang ke pemungutan suara.

We suggested adding the following sentence:

Kami mengusulkan untuk menambah kalimat:

"Someone may call you to find out about your experience at the polls."

"Anda akan dihubungi untuk berbagi pengalaman Anda saat pemilihan."

This sentence makes it feel more observable when you go to the polls,

Kalimat ini membuat orang merasa dilihat saat mengikuti pemilihan,

and it increased the effect of the letter by 50 percent.

dan efek surat tersebut meningkat menjadi 50 persen.

Making the letter more effective reduced the cost of getting an additional vote

Membuat surat yang lebih efektif dapat mengurangi biaya pemilihan tambahan

from 70 dollars down to about 40 dollars.

dari $70 berkurang menjadi $40.

Observability has been used to do things

Keterlihatan digunakan dalam banyak hal

like get people to donate blood more frequently

seperti mengajak orang lebih sering donor darah

by listing the names of donors on local newsletters,

dengan mencatat nama pendonor pada buletin lokal

or to pay their taxes on time

atau membayar pajak tepat waktu

by listing the names of delinquents on a public website.

dengan mencatat nama kriminal di situs umum.

(Laughter)

(ketawa)

What about this example?

Bagaimana dengan ini?

Toyota got hundreds of thousands of people to buy a more fuel-efficient car

Toyota mengajak ratusan ribu orang membeli mobil yang lebih hemat bahan bakar

by making the Prius so unique ...

dengan membuat mobil Prius unik ...

(Laughter)

that their good deed was observable from a mile away.

Aksi baik mereka dapat diawasi dari jauh

(Laughter)

(ketawa)

Alright, so observability is great,

Baiklah, keterlihatan memang bagus,

but we all know, we've all seen

Tapi kita semua tahu, kita sudah melihat

people walk by an opportunity to do good.

orang mendapat kesempatan berbuat baik

They'll see somebody asking for money on the sidewalk

Mereka melihat pengemis di tepi jalan

and they'll pull out their phones and look really busy,

dan mereka mengeluarkan telepon agar terlihat sibuk,

or they'll go to the museum and they'll waltz right on by the donation box.

mereka pergi ke museum dan menghampiri kotak donasi.

Imagine it's the holiday season

Bayangkan saat musim liburan

and you're going to the supermarket, and there's a Salvation Army volunteer,

Anda pergi ke supermarket, dan ada relawan Bala Keselamatan,

and he's ringing his bell.

dia membunyikan lonceng.

A few years ago, researchers in San Diego

Beberapa tahun lalu, ilmuwan di San Diego

teamed up with a local chapter from the Salvation Army

bekerjasama dengan Bala Keselamatan lokal

to try to find ways to increase donations.

untuk menemukan cara meningkatkan donasi.

What they found was kind of funny.

Apa yang ditemukan cukup lucu.

When the volunteer stood in front of just one door,

Ketika relawan berdiri di depan pintu,

people would avoid giving by going out the other door.

orang menghindar dan keluar dari pintu lain.

Why?

Mengapa?

Well, because they can always claim, "Oh, I didn't see the volunteer,"

karena mereka bisa bilang "Oh, saya tidak melihat relawan"

or, "I wanted to get something from over there,"

atau "saya mau ambil sesuatu di sana,"

or, "That's where my car is."

atau "mobil saya di sana."

In other words, there's lots of excuses.

Ada banyak alasan.

And that brings us to the second item on our checklist:

Yang kemudian, membawa kita ke poin kedua

to eliminate excuses.

yaitu menyingkirkan alasan.

In the case of the Salvation Army,

Pada kasus Bala Keselamatan,

eliminating excuses just means standing in front of both doors,

menghilangkan alasan berarti berdiri di depan dua pintu

and sure enough, when they did this,

dan jelas, saat mereka melakukan itu,

donations rose.

donasi pun meningkat.

But that's when things got kind of funny,

Namun, saat itu ada kejadian lucu,

even funnier.

bahkan sangat lucu.

The researchers were out in the parking lot,

Peneliti keluar ke tempat parkir

and they were counting people as they came in and out of the store,

dan menghitung orang yang keluar masuk toko,

and they noticed that when the volunteers stood in front of both doors,

dan mereka melihat relawan berdiri di depan dua pintu

people stopped coming out of the store at all.

orang-orang tidak mau keluar dari toko.

(Laughter)

(ketawa)

Obviously, they were surprised by this, so they decided to look into it further,

Jelas sekali, mereka kaget, lalu mereka meneliti lebih lanjut,

and that's when they found that there was actually a third, smaller utility door

dan saat itu mereka menemukan pintu ketiga, pintu yang lebih kecil

usually used to take out the recycling --

yang biasanya digunakan untuk daur ulang.

(Laughter)

(ketawa)

and now people were going out that door in order to avoid the volunteers.

Orang-orang lalu menuju ke sana untuk menghindari relawan.

(Laughter)

(ketawa)

This teaches us an important lesson though.

Kita bisa mengambil pelajaran penting.

When we're trying to eliminate excuses, we need to be very thorough,

Kita perlu teliti dalam mengeliminir alasan,

because people are really creative in making them.

karena orang semakin kreatif.

(Laughter)

(ketawa)

Alright, I want to switch to a setting

Baik, saya mau beralih ke pengaturan

where excuses can have deadly consequences.

di mana alasan punya konsekuensi mematikan.

What if I told you that the world's deadliest infectious disease has a cure,

Bagaimana jika saya bilang ada obat untuk penyakit infeksi paling mematikan,

in fact, that it's had one for 70 years,

yang sudah ada selama 70 tahun,

a good one, one that works almost every time?

obat terbaik, yang manjur hampir setiap saat?

It's incredible, but it's true.

Luar biasa, dan memang benar.

The disease is tuberculosis.

Penyakit itu bernama tuberculosis

It infects some 10 million people a year,

yang menginfeksi hampir 10 juta orang per tahun,

and it kills almost two million of them.

dan hampir membunuh 2 juta di antaranya.

Like the blackout prevention program, we've got the solution.

Seperti pada program pencegahan pemadaman, kita punya solusinya.

The problem is people.

Masalahnya pada orangnya.

People need to take their medication

Orang perlu obat

so that they're cured,

agar mereka sembuh

and so that they don't get other people sick.

dan tidak menularkan ke yang lain

For a few years now, we've been collaborating

Beberapa tahun ini, kita berkolaborasi

with a mobile health startup called Keheala

dengan Keheala, startup kesehatan seluler

to support TB patients as they undergo treatment.

untuk mendukung pasien TB menjalani perawatan.

Now, you have to understand, TB treatment, it's really tough.

Mereka paham perawatan TB sangat berat.

We're talking about taking a really strong antibiotic

Kita bicara tentang antibiotik terkuat

every single day for six months or more.

setiap hari hingga enam bulan lebih.

That antibiotic is so strong that it will make you feel sick.

Antibiotiknya cukup kuat dan menyakiti Anda.

It will make you feel nauseous and dizzy.

Anda akan merasa mual dan pusing.

It will make your pee turn funny colors.

Dan warna urin Anda jadi aneh.

It's also a problem because you have to go back to the clinic

Ini jadi masalah karena Anda harus bolak-balik ke klinik

about every week in order to get more pills,

tiap minggu untuk beli pil lagi

and in sub-Saharan Africa or other places where TB is common,

Penyakit TB umum ditemukan di Sub Sahara Afrika atau tempat lainnya.

now you're talking about going someplace pretty far,

Anda berbicara tentang tempat yang sangat jauh,

taking tough and slow public transport,

di mana transportasi umum susah dan lambat,

maybe the clinic is inefficient.

klinik kurang efisien.

So now you're talking about taking a half day off of work every week

Jadi Anda mengambil setengah hari kerja setiap minggu

from a job you desperately can't afford to lose.

dari pekerjaan Anda yang tidak boleh lepas.

It's even worse when you consider the fact that there's a terrible stigma,

Bahkan dengan adanya stigma menyedihkan,

and you desperately don't want people to find that you have the disease.

Anda tidak mau orang tahu penyakit Anda.

Some of the toughest stories we hear are actually from women

Beberapa kisah menyedihkan berasal dari kaum wanita

who, in these places where domestic violence can be kind of common,

di mana kekerasan rumah tangga menjadi hal biasa,

they tell us that they have to hide it from their husbands

mereka harus menyembunyikan penyakit ini dari suami

that they're coming to the clinic.

bahwa mereka datang ke klinik.

So it's no surprise that people don't complete treatment.

Tidak heran jika mereka tidak meneruskan perawatan ini

Can our approach really help them?

Bisakah pendekatan kami membantu mereka?

Can we really get them to stick it out?

Bisakah kami membuat mereka bertahan?

Yeah.

Bisa

Every day, we text patients to remind them to take their medication,

Setiap hari, kami mengirim pesan ke pasien untuk meneruskan pengobatannya,

but if we stopped there,

Tapi jika hanya seperti itu,

there'd be lots of excuses.

akan ada banyak alasan.

"Well, I didn't see the text."

" Oh, kami tidak terima pesan"

Or, "You know, I saw the text, but then I totally forgot,

atau " oh saya lihat pesan, tapi lupa,

put the phone down and I just forgot about it."

saat saya letakkan hp, saya lupa begitu saja."

Or, "I lent the phone out to my mom."

atau "Ibu meminjam telepon saya."

We have to eliminate these excuses

Kami berusaha menghilangkan alasan itu

and we do that by asking patients

dengan meminta pasien

to log in and verify that they've taken their medication.

untuk log in dan verifikasi pengobatannya.

If they don't log in, we text them again.

Jika belum log in, pesan dikirim lagi.

If they don't log in, we text them yet again.

Jika belum log in, kami mengirim pesan lagi.

If, after three times, they still haven't verified,

Setelah tiga kali belum verifikasi juga,

we notify a team of supporters

Kami memberitahu tim pendukung

and that team will call and text them

yang akan menelepon dan mengirim pesan lagi

to try to get them back on the wagon.

supaya mereka datang ke klinik lagi.

No excuses.

tidak ada alasan.

Our approach, which, admittedly, uses all sorts of behavioral techniques,

Pendakatan kami menggunakan seluruh teknik perilaku,

including, as you've probably noticed, observability,

termasuk yang sudah Anda tahu, keterlihatan,

it was very effective.

yang sangat effektif.

Patients without access to our platform

Pasien yang tidak mengakses platform kami

were three times more likely not to complete treatment.

tiga kali lebih condong untuk tidak menyelesaikan pengobatan

Alright,

Baik,

you've increased observability,

Anda meningkatkan keterlihatan,

you've eliminated excuses,

menyingkirkan alasan,

but there's still a third thing you need to be aware of.

Tapi masih ada hal ketiga yang harus Anda perhatikan.

If you've been to Washington, DC or Japan or London,

Jika Anda pernah ke Washington, DC Jepang, atau London,

you know that metro riders there

Anda tahu penumpang kereta di sana

will be very careful to stand on the right-hand side of the escalator

berdiri di sisi kanan eskalator dengan sangat hati-hati

so that people can go by on the left.

agar orang bisa lewat di sisi kiri.

But unfortunately, not everywhere is that the norm,

Sayangnya, norma ini tidak berlaku ke semua orang,

and there's plenty of places where you can just stand on both sides

Masih ada yang berdiri di kedua sisi

and block the escalator.

dan menghalangi eskalator

Obviously, it's better for others

Jelas, akan lebih baik jika

when we stand on the right and let them go by,

kita berdiri di sisi kanan agar orang bisa lewat,

but we're only expected to do that some places.

tapi, kami hanya berharap hal berlaku di beberapa tempat.

This is a general phenomenon.

Ini fenomena umum.

Sometimes we're expected to do good

Terkadang kita berharap berbuat baik

and sometimes not,

kadang tidak,

and it means that people are really sensitive to cues

artinya orang-orang sensitif dengan isyarat

that they're expected to do good in a particular situation,

yang mendorong mereka berbuat baik di situasi tertentu,

which brings us to the third and final item on our checklist:

yang mengantar kita pada poin ketiga:

to communicate expectations,

mengkomunikasikan harapan

to tell people,

untuk mengatakan ke orang,

"Do the good deed right now."

"Lakukan perbuatan baik sekarang"

Here's a simple way to communicate expectations;

Berikut cara mudah menyampaikan ekspektasi kita;

simply tell them, "Hey, everybody else is doing the good deed."

Cukup katakan "Hai, orang lain sedang berbuat baik loh"

The company Opower sends people in their electricity bill

Perusahaan listrik mengirim tagihan listrik pelanggan

a small insert that compares their energy consumption

dan menyisipkan surat berisi berapa konsumsi energi mereka

with that of people with similarly sized homes.

dibandingkan dengan orang lain yang rumahnya sama besar.

And when people find out that their neighbors are using less electricity,

Dan ketika orang melihat tetangga menghabiskan lebih sedikit listrik,

they start to consume less.

mereka akan meniru.

That same approach, it's been used to get people to vote or give to charity

Pendekatan yang sama bisa digunakan untuk pemilihan atau beramal

or even reuse their towels in hotels.

bahkan menggunakan kembali handuk di hotel.

What about this one?

Bagaimana dengan ini?

Here's another way to communicate expectations;

Berikut cara menyampaikan ekspektasi;

simply do it by saying, "Do the good deed" just at the right time.

katakan "Lakukan aksi baik" pada momen yang tepat

What about this one?

Bagaimana dengan ini?

This ticker reframes

Yang satu ini bisa mengubah

the kind of mundane task of turning off the lights

rutinitas biasa seperti mematikan lampu

and turns it instead into an environmental contribution.

menjadi bentuk kontribusi lingkungan.

The bottom line is, lots of different ways to do this,

poinnya ialah, ada beragam cara

lots of ways to communicate expectations.

untuk mengkomunikasikan ekspektasi kita.

Just don't forget to do it.

Dan jangan lupa diterapkan.

And that's it.

Itu saja.

That's our checklist.

Itu daftar kita.

Many of you are working on problems with important social consequences,

Banyak dari Anda berusaha cari solusi pada konsekuensi sosial.

and sometimes you might need to motivate people to do more good.

Terkadang Anda perlu memotivasi orang untuk berbuat baik.

The tools you learned today can help you with this.

Yang Anda pelajari hari ini dapat membantu Anda

And these tools, they don't require that you raise additional funds

dan tidak butuh ekstra biaya

or that you develop any more fancy technologies.

atau dikembangkan jadi teknologi canggih.

They just require harnessing reputations

Anda cukup memanfaatkan reputasi

by increasing observability, eliminating excuses

dengan meningkatkan keterlihatan, menyingkirkan alasan,

and communicating expectations.

dan menyampaikan harapan kita.

Thank you.

Terima kasih

(Applause)

(Tepuk tangan)