Texas State Historical Association
How membership benefits affect conversion during a year end campaign
Experiment ID: #2005
Texas State Historical Association
Experiment Summary
Timeframe: 09/14/2015 - 09/30/2015
During the fiscal year end campaign, the Texas State Historical Association had a landing page targeting non-members. It focused on the legacy of the organization and the work being done day-in and day-out. There was a premium for a gift of $50 or more but there were no other mentions of associated member benefits. These benefits had proven to be successful in other experiments so we decided to test them out in the year end campaign as well.
Research Question
Does talking about member benefits on the year end landing page increase donor conversion?
Design
C: No Benefits
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[medium-width] => 88
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-768x2628.png
[medium_large-width] => 640
[medium_large-height] => 2190
[large] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-299x1024.png
[large-width] => 299
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-449x1536.png
[1536x1536-width] => 449
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-599x2048.png
[2048x2048-width] => 599
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits.png
[tp-image-grid-width] => 205
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-15x50.png
[admin-width] => 15
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits.png
[full-width] => 1663
[full-height] => 5690
[thumb_372] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-372x1273.png
[thumb_372-width] => 372
[thumb_372-height] => 1273
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-183x625.png
[single_post_thumbnail-width] => 183
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-9x32.png
[thumb_32_32-width] => 9
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-14x48.png
[thumb_48_48-width] => 14
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-19x64.png
[thumb_64_64-width] => 19
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-37x128.png
[thumb_128_128-width] => 37
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-20x67.png
[thumb_122_67-width] => 20
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-45x153.png
[thumb_153_153-width] => 45
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-48x163.png
[thumb_130_163-width] => 48
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-52x177.png
[thumb_232_177-width] => 52
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-190x650.png
[thumb_272_325-width] => 190
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-101x346.png
[thumb_271_346-width] => 101
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-79x271.png
[thumb_271_271-width] => 79
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-50x172.png
[thumb_272_172-width] => 50
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-135x461.png
[thumb_372_461-width] => 135
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-146x500.png
[thumb_372_500-width] => 146
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-79x270.png
[thumb_385_270-width] => 79
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-70x241.png
[thumb_416_241-width] => 70
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-120x410.png
[thumb_448_410-width] => 120
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-240x820.png
[thumb_448_410_retina-width] => 240
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-112x382.png
[thumb_574_382-width] => 112
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits-115x395.png
[thumb_776_395-width] => 115
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits.png
[gform-image-choice-sm-width] => 88
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits.png
[gform-image-choice-md-width] => 117
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/T-With-Benefits.png
[gform-image-choice-lg-width] => 175
[gform-image-choice-lg-height] => 600
)
)
)
Results
This experiment has a required sample size of
8,072 in order to be valid. Unfortunately, the required sample size was not met
and a level of confidence above 95%
was not met so
the experiment results are not valid.
Key Learnings
The member benefits produced no statistically significant change in donor conversion. This would suggest that either they are not necessary during an urgency-based appeal like the fiscal year end or that the benefits did not add significant value for the potential donors. We will need to isolate these factors on a general donation form to determine which of these hypothesis are true.