Does a personal note during a high-urgency campaign increase engagement and donor conversion?
Experiment ID: #204689
Moody Radio
Experiment Summary
Timeframe: 05/27/2026 - 06/30/2026
During Moody Radio’s fiscal year-end campaign, we tested new messaging on the website’s radio player by framing the appeal as a personal note from a recognizable ministry leader rather than a standard fundraising message. The goal was to create a more personal, relational experience that felt like a direct conversation with the visitor.
The hypothesis was that positioning the appeal as a message from a trusted, familiar voice would strengthen the emotional connection with the campaign, increase engagement with the call to action, and ultimately lead to more donors completing a gift. By making the appeal feel more authentic and personal, we hoped to encourage visitors to respond during the limited-time fiscal year-end campaign.
Research Question
We believe leaning into the personal nature of a note from a recognizable figure will increase engagement with the web asset, as a familiar, human voice builds trust, feels more relevant to the reader, and captures attention, making them more likely to engage.
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.87% | ||
| T1: | Treatment #1 | 0.76% | -13.4% | 75.7% |
This experiment has a required sample size of 45,164 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 treatment, which involved framing the appeal as a personal note from a recognizable ministry leader on the Moody Radio website's radio player, did not perform as well as the control. The treatment saw a 13.4% decrease in Clicks for All Traffic with a 75.7% statistical level of confidence, which is below the threshold of 95% for valid results. Furthermore, the treatment resulted in a 71.4% decrease in overall transactions at a 90.4% LOC. These results indicate that the treatment resulted in a decrease in clicks as well as a decrease in overall gifts as well. In future experimentation, it is important to consider the impact of using a personal note from a recognizable figure on engagement with the web asset. While the hypothesis was that this approach would increase engagement by building trust, feeling more relevant to the reader, and capturing attention, the results of this experiment suggest that this may not always be the case. It is critical to continue testing different messaging and approaches to determine what resonates most effectively with the target audience. Additionally, future experiments should aim to gather more data and reach a higher level of statistical confidence before drawing conclusions.
This will help ensure that the results are reliable and can be used to make informed decisions about campaign strategies moving forward.