How Positioning a Monthly Ask Effects Conversion
Experiment ID: #194502
KCBI
Experiment Summary
Ended On: 01/08/2025
For our CYE campaign this year we decided to have Giving Tuesday be it’s own micro goal.
To make Giving Tuesday stand out we created a micro goal to get 50 monthly donors in one day. Since this was strickly a monthly ask, we wondered what the best way to position the ask would be. Will having the ask be more inclusive or transactional make a difference?
Research Question
We believe that positioning a monthly ask to be more about the donor for the giving tuesday ask will achieve a higher donor conversion rate because positioning the ask to be more donor focused instead of transactional will create a sense of community.
Design
C: Donate Monthly
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Donate Monthly | 10.5% | ||
| T1: | Become a Monthly Donor | 10.4% | -1.3% | 3.9% |
This experiment has a required sample size of 385,046 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 positioning a monthly donation ask to be more about the donor for Giving Tuesday can potentially lead to a lower donor conversion rate. While the treatment did see a 1.3% decrease in donations for all traffic, the statistical level of confidence was only 3.9%, which is below the generally accepted threshold of 95% for valid results. In future experimentation, it is important to continue testing with different messaging and positioning strategies to see what resonates best with donors. It would be beneficial to conduct further experiments with larger sample sizes to increase the statistical power and confidence level of the results. Additionally, considering factors such as the timing of the ask, the target audience, and the overall campaign messaging can also impact the effectiveness of the donation appeal. Overall, the learnings from this experiment should be used as a starting point for further testing and optimization of donation asks to maximize donor conversions and support for the organization's mission.