American Cornerstone Institute
How using language around the impact of the matching gift affects donor conversion rate
Experiment ID: #165959
American Cornerstone Institute
Experiment Summary
Ended On: 12/14/2023
ACI is running their CYE campaign. They have a $100,000 matching grant for this campaign, so we wondered how using language around the impact of the matching gift rather than just saying their gift will have double the impact would affect donor conversion rate. We ran this test in an email to their full housefile.
Research Question
We believe that using language around the impact of the matching gift rather than simply stating it will be doubled for ACI’s housefile will achieve an increase in conversion rate because it provides more clarity and transparency, addressing potential concerns and building trust. because it provides more clarity and transparency, addressing potential concerns and building trust.
Design
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[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26.png
[thumb_372-width] => 320
[thumb_372-height] => 669
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-299x625.png
[single_post_thumbnail-width] => 299
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-23x48.png
[thumb_48_48-width] => 23
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-31x64.png
[thumb_64_64-width] => 31
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-61x128.png
[thumb_128_128-width] => 61
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-32x67.png
[thumb_122_67-width] => 32
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-73x153.png
[thumb_153_153-width] => 73
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-78x163.png
[thumb_130_163-width] => 78
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-85x177.png
[thumb_232_177-width] => 85
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-311x650.png
[thumb_272_325-width] => 311
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-166x346.png
[thumb_271_346-width] => 166
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-130x271.png
[thumb_271_271-width] => 130
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-82x172.png
[thumb_272_172-width] => 82
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-221x461.png
[thumb_372_461-width] => 221
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-239x500.png
[thumb_372_500-width] => 239
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-129x270.png
[thumb_385_270-width] => 129
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-115x241.png
[thumb_416_241-width] => 115
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-196x410.png
[thumb_448_410-width] => 196
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26.png
[thumb_448_410_retina-width] => 320
[thumb_448_410_retina-height] => 669
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-183x382.png
[thumb_574_382-width] => 183
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26-189x395.png
[thumb_776_395-width] => 189
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26.png
[gform-image-choice-sm-width] => 143
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26.png
[gform-image-choice-md-width] => 191
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-26.png
[gform-image-choice-lg-width] => 287
[gform-image-choice-lg-height] => 600
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
| C: |
Control
|
0.02% |
|
|
| T1: |
Treatment #1
|
0.02% |
-13.0% |
48.2%
|
This experiment has a required sample size of
1,832,002 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 key learning from this experiment is that using language around the impact of a matching gift instead of simply stating that the gift will be doubled did not have an effect on donor conversion rate.
Because CYE is already a motivating time to give, we believe that the added context and clarity did not increase motivation to give because it was already so high.
In future experimentation, it would be wise to consider alternative approaches to communicate the impact of a matching gift. It may be beneficial to test different messaging strategies, such as emphasizing the urgency or importance of the campaign or highlighting specific examples of how the matching gift will be used to make a difference.