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Alliance Defending Freedom

FY21 – CYE Notecard Image Test

Alliance Defending Freedom

Experiment Summary

Ended On: 02/08/2021

The test was run during December 2020 in the notecard, which landed in-homes around 12/15. The election was a prominent topic in the news at the time, most receiving it just after the electoral college cast their votes. We wanted to see if changing the image on the outer envelope made a difference. Three versions were tested:

1) The control was a stark, wintery image of SCOTUS

2) The first test was an image of a family with young kids walking in a snowy forest

3) The second test was an image of a wintery barn with an American flag

Research Question

We believe that changing the image of the notecard for all donors will achieve higher net revenue.

Design

C: Control
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T1: Family in Forest
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T2: Wintery Americana Barn
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[post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-50x37.png [admin-width] => 50 [admin-height] => 37 [full] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn.png [full-width] => 530 [full-height] => 389 [thumb_372] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-372x273.png [thumb_372-width] => 372 [thumb_372-height] => 273 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn.png [single_post_thumbnail-width] => 530 [single_post_thumbnail-height] => 389 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-32x23.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 23 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-48x35.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 35 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-64x47.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 47 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-128x94.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 94 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-91x67.png [thumb_122_67-width] => 91 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-153x112.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 112 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-130x95.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 95 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-232x170.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 170 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn.png [thumb_272_325-width] => 530 [thumb_272_325-height] => 389 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-271x199.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 199 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-271x199.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 199 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-234x172.png [thumb_272_172-width] => 234 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-372x273.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 273 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-372x273.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 273 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-368x270.png [thumb_385_270-width] => 368 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-328x241.png [thumb_416_241-width] => 328 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-448x329.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 329 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn.png [thumb_448_410_retina-width] => 530 [thumb_448_410_retina-height] => 389 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn-520x382.png [thumb_574_382-width] => 520 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn.png [thumb_776_395-width] => 530 [thumb_776_395-height] => 389 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 220 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 294 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/WinteryBarne47602ec_1612825332707_KitG-WinteryBarn.png [gform-image-choice-lg-width] => 530 [gform-image-choice-lg-height] => 389 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $5.22 $141.02
  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Family in Forest $5.22 $141.02
T1: Wintery Americana Barn $6.43 23.2% 66.6% $176.15

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

First, image selection matters. Second, the image of SCOTUS, which has been our control, was the better route to go. This is likely because our donors care deeply about our work at the Supreme Court and it felt most like ADF.

Experiment Documented by Nathan Hill

Question about experiment #17647

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