International Mission Board

Does including a specific giving handle in an email appeal lead to an increase in donor conversion?

Experiment ID: #201820

International Mission Board

Experiment Summary

Timeframe: 01/13/2026 - 01/13/2026

During IMB’s 2026 Winter Olympic campaign, we tested several approaches to increase donation page traffic and, ultimately, drive more gifts.

In Email 2, we tested a specific giving handle paired with a clear impact statement. The email highlighted a $50 gift and tied it directly to providing 50 booklets of the Gospel of John.

The goal of this test was to determine whether IMB’s housefile audience is more motivated to give when a clear, tangible value is attached to a specific donation amount.

Research Question

We believe that including a specific giving handle for Email 2 recipients will achieve an increase in donor conversion because donors are more likely to give when they can quickly see what their generosity will accomplish.

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-28-111x172.png [thumb_272_172-width] => 111 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28-297x461.png [thumb_372_461-width] => 297 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28-322x500.png [thumb_372_500-width] => 322 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28-174x270.png [thumb_385_270-width] => 174 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28-155x241.png [thumb_416_241-width] => 155 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28-264x410.png [thumb_448_410-width] => 264 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28.png [thumb_448_410_retina-width] => 457 [thumb_448_410_retina-height] => 710 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28-246x382.png [thumb_574_382-width] => 246 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28-254x395.png [thumb_776_395-width] => 254 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28.png [gform-image-choice-sm-width] => 193 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28.png [gform-image-choice-md-width] => 257 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-28.png [gform-image-choice-lg-width] => 386 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.00%
T1: Treatment #1 0.01% 50.1% 63.0%

This experiment has a required sample size of 988,746 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The key learning from this experiment is that including a specific giving handle in Email 2 was directionally strong, resulting in a 50.1% increase in donations across all traffic. While this lift suggests meaningful donor responsiveness to clearly defined, impact-driven gift amounts, the test did not reach statistical validation. The confidence level of 63.0% falls below the standard 95% benchmark, indicating that the result should be interpreted as directional rather than conclusive.

Even without statistical validation, the outcome provides valuable insight into IMB’s housefile audience. The performance suggests that donors may be more motivated to give when a specific dollar amount is paired with a tangible ministry outcome, reinforcing the importance of clarity and impact in fundraising messaging.

Moving forward, continued testing will be essential to more clearly identify what drives donor conversion. Future experiments should be structured to reach a minimum statistical confidence threshold of 95% to ensure learnings can be acted on with greater certainty. Doing so will allow IMB to make more informed, data-backed decisions that strengthen donation page traffic, increase gift conversion, and ultimately grow the number of donors supporting IMB’s mission.


Experiment Documented by NextAfter

Question about experiment #201820

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