How including a staff testimonial video within an email impacts donor acquisition metrics
Experiment ID: #187495
The Navigators
Experiment Summary
Ended On: 07/29/2024
For The Navigators Eagle Lake 2 campaign this year, we wanted to test including a staff testimonial video within an email appeal to see how it impacted donor conversion metrics. The Navigators audience tends to respond more positively to more genuine communication and real stories.
Therefore, for email 7 of this high urgency campaign, we included an applicable video of an Eagle Lake Counselor sharing how God was working within the camp this year. We expected to see an increase in overall donor conversion metrics.
Research Question
We believe that including the staff testimonial video for Eagle Lake 2 email appeals will achieve an increase in overall donor conversion metrics because “people give to people” and the video helps establish a personable connection with the donor.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.08% | ||
| T1: | Treatment #1 | 0.11% | 44.5% | 75.0% |
This experiment has a required sample size of 61,219 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 including a staff testimonial video in email appeals for The Navigators Eagle Lake 2 campaign can lead to a significant increase in donor conversion metrics. The treatment group, which received the email with the video, experienced a 44.5% increase in donations for all traffic. This suggests that the video helped establish a more personable connection with donors, leading to a higher conversion rate.
However, it is important to note that the statistical level of confidence was only 75.0%, which falls below the generally accepted threshold of 95%. This means that the results of the experiment should not be considered valid and should not be used for future decision making.
Further, we saw a 37.2% lift in overall revenue at a level of confidence of 78.2%. While this metric is also not considered valid, it does suggest that The Navigators audience responded positively to the inclusion of the video.
In future experimentation, it would be beneficial to continue testing the impact of incorporating more person to person connection within appeals, but ensuring that the sample size is sufficient to reach a higher level of statistical confidence. It may also be valuable to test different types of testimonial videos or other forms of personal and genuine communication to determine the most effective strategy for engaging donors.