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