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Minnesota Public Radio

Does urgency language during a fiscal year end appeal impact donor conversion

Experiment ID: #204276

Minnesota Public Radio

Experiment Summary

Ended On: 06/09/2026

During Minnesota Public Radio’s Fiscal Year End campaign, we tested whether emphasizing the fiscal year-end deadline and the urgent need for support would increase donor conversion rates. The hypothesis was that tying the appeal to a specific, meaningful deadline would create a stronger sense of urgency, helping donors understand why their gift was needed now rather than later.
By highlighting the approaching end of the fiscal year and the importance of securing critical support before that milestone, the treatment aimed to make the need more immediate and actionable. We anticipated that this urgency-focused messaging would motivate more visitors to donate and improve overall fundraising performance.

Research Question

We hypothesize that the treatment will increase donor conversion by creating a greater sense of urgency to give, reinforcing the importance of donor support at a key moment, and encouraging donors to see their gift as an investment in the future of the trusted journalism, music, and community connection they value from Minnesota Public Radio.

Design

C: Control
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T1: Treatment 1
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 13.7%
T1: Treatment 1 10.1% -26.2% 96.6%

This experiment has a required sample size of 629 in order to be valid. Since the experiment had a total sample size of 1,455, 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
× 26.2% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The key learnings from this experiment are that emphasizing the fiscal year-end deadline and urgent need for support did not have the intended effect of increasing donor conversion rates. In fact, the treatment resulted in a 26.2% decrease in donations across all traffic compared to the control group. This outcome was statistically significant at the 96.6% confidence level, indicating that the results are unlikely to be due to random chance.
Moving forward, it is important to carefully consider the messaging and strategies used in fundraising appeals. While creating a sense of urgency can be effective in some cases, it is essential to test these assumptions through A/B testing to determine their actual impact on donor behavior. Additionally, collecting feedback from donors about their response to different types of messaging can help inform future experimentation and optimization of fundraising campaigns.
In future experiments, it may be beneficial to test different messaging approaches, such as focusing on the impact of donor contributions on specific programs or initiatives, or highlighting success stories from past donor support. By continuously testing and refining our fundraising strategies based on data-driven insights, we can better understand what resonates with donors and ultimately improve donor conversion rates and fundraising performance.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #204276

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