TY  - JOUR
AU  - Lusardi,Annamaria
AU  - Keller,Punam Anand
AU  - Keller,Adam M.
TI  - New Ways to Make People Save: A Social Marketing Approach
JF  - National Bureau of Economic Research Working Paper Series
VL  - No. 14715
PY  - 2009
Y2  - February 2009
UR  - http://www.nber.org/papers/w14715
L1  - http://www.nber.org/papers/w14715.pdf
N1  - Author contact info:
Annamaria Lusardi
The George Washington University
School of Business
2201 G Street, NW
Duques Hall, Suite 450E
Washington, DC 20052
Tel: 202-994-8410
E-Mail: alusardi@gwu.edu

Punam A.. Keller
Tuck School of Business
Dartmouth College
Hanover, NH 03755
E-Mail: Punam.Keller@Tuck.Dartmouth.edu

Adam M. Keller
Office of the Vice President for Finance and Admin
Dartmouth College
Hanover, NH 03755
E-Mail: adam.keller@Dartmouth.edu
AB  - In this study, we use a social marketing approach to develop a planning aid to help new employees at a not-for-profit institution contribute to supplementary pensions. We employed different methods, such as surveys, focus groups and in-depth interviews, to "listen" to employees' needs and difficulties with saving. Moreover, we targeted specific groups that were less likely to save and contribute to supplementary pensions, such as women and low-income employees. The program we developed is not only effective but also inexpensive. While this program was implemented at a single institution, it is suitable to be applied to a variety of employers and demographic groups.
ER  -