Care Net

Does a personalized (smart content) donation page bring in more monthly donors from an email campaign?

Experiment ID: #21354

Care Net

Experiment Summary

Timeframe: 3/27/2020 - 4/4/2020

We have been looking at possibly switching to a donation platform that is built on Hubspot, allowing us to use smart content on the donation page (names, prior giving history, etc). Our goal being to reduce as much friction as possible.

The first test we launched of this new donor solution provided by DepositFix was to test our short monthly donor campaign. We were going to send 3 emails to our file seeking to activate 100 new monthly donors. For each of these emails, we split the list 50/50 and one set got a personalized email with a link to a static (non-smart) donation page in RaiseDonors, our current donor platform. The other half of the audience got a link to the smart donation page in DepositFix.

Research Question

Will a donation page containing personalized text perform better as part of an email donor campaign than a “static” donation page that was the same for each email recipient.

Design

C: Raise Donors
T1: DepositFix

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: 8.1%
T1: DepositFix 12.1% 50.2% 84.9%

This experiment has a required sample size of 427 in order to be valid. Since the experiment had a total sample size of 454, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

In addition to a 50% higher donor conversion rate, the Deposit Fix page had an 8% higher average gift ($29.16 vs 26.97). While we didn’t quite hit 97% significance, the smart content page outperformed the static one in every email appeal of the campaign. We will continue testing this in future appeals.


Experiment Documented by Scoreboard NextAfter

Question about experiment #6515

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