Does including a lapsed donor’s last gift information increase donor reactivation?
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?
Design
Results
| 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.