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Case Study: Behaviour change and copy — Tackling Bangor University Library and Archives Service debts

Eleanor Heather, Bill Hilton, Philip Nelson and Tony Heaton, Journal of Direct, Data and Digital Marketing Practice Vol. 16, No. 2 ()
Universities face a significant impact on their resources from unreturned books and unpaid library fines. Standard warning letters have proved ineffective at improving debt recovery. This case study outlines a copywriting test run by the Wales Centre for Behaviour Change for Bangor University Library and Archives Service that showed that a warmer tone of voice resulted in better debt recovery rates. (10 pages)

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