The Missionary Oblates of Mary Immaculate

Does including a lapsed donor’s last gift information increase donor reactivation?

Experiment ID: #37495

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

Ended On: 10/13/2020

During their Fall Campaign, Oblates wanted to reach out to lapsed donors who had an active email. In order to increase reactivation, we tried a test that has proven successful with other organizations. One version was the same copy as the other campaigns. The test version included the last gift date and last gift amount for each lapsed donor. The purpose was to remind them that it had been some time since they last gave. We only included donors who had not given in the last 5 years. This was tested over a series of two emails, one final day campaign email and then a forward of that email from the primary signer’s secretary.

Research Question

Does simply including a lapsed donor’s last gift date gently nudge them to give again?


C: No last gift information
T1: With last gift information


  Treatment Name Conv. Rate Relative Difference Confidence
C: No last gift information 0.00%
T1: With last gift information 0.16% 100.0% 91.7%

This experiment has a required sample size of 2,355 in order to be valid. Since the experiment had a total sample size of 3,615, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

Including their giving amount does seem to have prompted the lapsed donors to give again. However, as there are only three gifts in this experiment, we recommend further testing and perhaps with donors that a deeper lapsed.

Experiment Documented by Nathan Hill
Nathan Hill is Vice President of Marketing at NextAfter.

Question about experiment #37495

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