The Navigators

How presenting a daily donor goal in a recurring campaign affects email click-through rate

Experiment ID: #192695

The Navigators

Experiment Summary

Ended On: 11/05/2024

The Navigators ran their bi-annual sustainers campaign in October with the goal of acquiring new recurring donors. Their campaign goal was 90 new recurring donors, but we wanted to see how their file would respond to presenting a daily donor goal instead of an overall campaign goal. To do this, we replaced any instance of the campaign goal with a daily donor goal of 4 new recurring donors. This change was made in emails 3, 7, 8, and 12.

Research Question

We believe that presenting a daily donor goal instead of a full campaign goal will achieve an increase in conversion rate because it creates a sense of urgency and allows donors to feel they are part of a tangible, short-term impact.

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-22-172x172.png [thumb_272_172-width] => 172 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22-372x372.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 372 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22-372x372.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 372 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22-270x270.png [thumb_385_270-width] => 270 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22-241x241.png [thumb_416_241-width] => 241 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22-410x410.png [thumb_448_410-width] => 410 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22-820x820.png [thumb_448_410_retina-width] => 820 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22-382x382.png [thumb_574_382-width] => 382 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22-395x395.png [thumb_776_395-width] => 395 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-22.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 0.59%
T1: Treatment #1 0.58% -1.1% 15.5%

This experiment has a required sample size of 9,774,050 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 learnings from this experiment are that the presentation of a daily donor goal instead of a full campaign goal did not lead to an increase in conversion rate as hypothesized. The treatment group saw a 1.1% decrease in Clicks for All Traffic compared to the control group, with a statistical level of confidence of 15.5%. Since the statistical level of confidence is below the standard threshold of 95%, these results cannot be considered valid or reliable for making decisions. Therefore, it is important not to draw any definitive conclusions from this experiment. In future experimentation, it would be beneficial to explore other strategies for creating urgency and a sense of immediate impact for donors. Additionally, it is essential to ensure that the sample size is adequate and that the statistical analysis can provide reliable and conclusive results. Experimentation should continue to be a core part of The Navigators' strategy for optimizing their fundraising efforts, but conclusions should only be drawn from experiments with valid and statistically significant results.


Experiment Documented by NextAfter

Question about experiment #192695

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.