How a Personal Introduction at the Beginning of an Appeal to Non-Doners Impacts Donor Conversion During a High Urgency Campaign
KCBI
Experiment Summary
Timeframe: 04/26/2022 - 04/26/2022
KCBI is a leading Christian radio station and ministry in Dallas, Texas. For their spring fundraising campaign, they wanted to see if beginning an appeal with a personal story and introduction by the sender would increase donor conversion. When testing with another organization, we found that beginning an appeal like this increased engagement by humanizing the copy and building rapport. We know from research that donors give to people, not organizations, so we wanted to see if this would increase conversion during an urgent campaign.
Research Question
We believe that a personal introduction at the beginning of an appeal will increase donor conversion
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.02% | ||
| T1: | Treatment #1 | 0.04% | 98.3% | 43.2% |
This experiment has a required sample size of 63,119 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
Unfortunately, while we had a great number recipients open both versions, our donations were too few to achieve statistical reliability. We will keep testing into more conversational and personalized intro copy to see if we can validate this approach with their audience.