The Missionary Oblates of Mary Immaculate

Does focusing on a revenue goal versus number of donors goal impact donations

Experiment ID: #84667

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Timeframe: 12/01/2021 - 12/31/2021

During the Missionary Oblates’ calendar year-end campaign, we ran an experiment where we would be testing a focus on a revenue goal ($100,00 raised by the end of the year) versus a focus on getting a specific number of donors per day (92) to be able to hit the goal. This campaign was tested across multiple emails.

Research Question

We believe that focusing on a daily goal of donors for the digital audience will achieve a higher conversion rate.

Design

C: Revenue goal
T1: Donor goal

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Revenue goal 0.04%
T1: Donor goal 0.05% 37.1% 99.9%

This experiment has a required sample size of 171,599 in order to be valid. Since the experiment had a total sample size of 1,009,563, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 37.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

Focusing on a daily donor goal led to an increase in conversion rates.


Experiment Documented by NextAfter

Question about experiment #84667

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