How breaking your campaign goal down for non-donors impacted donor conversion rate
Experiment ID: #85648
Canadian Taxpayers Federation
Experiment Summary
Timeframe: 02/11/2022 - 02/18/2022
As a part of continued testing and experimentation related to what drives the best response rates within the context of a high urgency fundraising campaign from non-donors, the Canadian Taxpayer Federation wanted to test an “open ask” against the $10 ask for non-donors to verify whether or not the specific ask amount would drive results if it was the only variant.
Research Question
We believe that breaking down the fundraising goal into $10 ask amounts for non-donors will achieve an increase in donor conversion rate.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.25% | ||
| T1: | Treatment #1 | 0.43% | 74.1% | 97.4% |
This experiment has a required sample size of 7,684 in order to be valid. Since the experiment had a total sample size of 20,018, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 74.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
We observed a +74.1% increase in donor conversion rate (with a 97.4% level of confidence) with the treatment experience.
Furthermore, we noted an increase in revenue of +141.1% (with a 99.4% level of confidence).
Like with the other study, we found that the control experience only produce just one $100+ donor, while the treatment experience actually produced 9 $100+ donors.
Why? Our thought is that the $10 ask amount for a non-donor makes it easy for someone to click through to the donation page and that the decision to give more is a combination of both (a) a good gift array, and (b) compelling donation page copy (that builds momentum for donors to give more).
Overall, it appears that the $10 ask amount is the way to go with non-donors, as this verifies the lift that we saw with previous experiences of a similar experience.