How adding a donor goal thermometer to a year-end donation form impacts donor conversions
Experiment ID: #193653
Avila Foundation
Experiment Summary
Timeframe: 12/05/2024 - 12/30/2024
Avila is an organization that aims to draw Christians worldwide into deeper union with Christ through mystagogically oriented spiritual education and formation.
For their year-end campaign, we wanted to test whether using a donor goal thermometer on the year-end donation form will impact donor conversions. In order to hit the $320,000 goal, Avila needed 500 donors to step up and make a donation. In this experiment, the control had no thermometer; the treatment automatically updated based on gifts to that page.
Research Question
We believe that adding a donor thermometer for year-end donors will achieve a change in donor conversions.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 13.7% | $101.65 | ||
| T1: | Treatment | 16.3% | 19.0% | 79.0% | $219.02 |
This experiment has a required sample size of 1,441 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 adding a donor thermometer for year-end donors resulted in a 19.0% increase in Transactions for All Traffic. While the treatment group did outperform the control group, the statistical level of confidence was only 79.0%, falling below the typical threshold of 95% for valid results. Moving forward, it is important to note that these results should not be used for future decision-making as they do not meet the standard threshold for statistical significance. However, the experiment does provide some insights into the potential impact of using a donor thermometer on donor conversions. For future experimentation, it may be beneficial to continue testing the use of a donor thermometer but with adjustments to the implementation or design in order to potentially achieve statistically significant results. Additionally, considering a longer duration for the experiment and a larger sample size may also help in obtaining more reliable and conclusive results.