Hillsdale College

How the placement of an impact statement affects donor conversion

Experiment ID: #1538

Hillsdale College

Experiment Summary

Timeframe: 06/25/2015 - 06/30/2015

In Hillsdale’s fiscal year end campaign, we were able to utilize a matching gift as a way to inspire donors to give more. The grant was talked about in in the copy above the donation form but we also wanted to find a way to incorporate it into the form itself.

As a result, we created a treatment that added an impact statement to the donation form which reminded a donor how their gift would be worth due to the matching grant.

Research Question

What copy treatment will produce the highest conversion rate and average gift?

Design

C: No Impact Statement
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T1: Impact Statement
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https://www.nextafter.com/wp-content/uploads/Impact-Statement-372x998.png [thumb_372-width] => 372 [thumb_372-height] => 998 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-233x625.png [single_post_thumbnail-width] => 233 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-12x32.png [thumb_32_32-width] => 12 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-18x48.png [thumb_48_48-width] => 18 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-24x64.png [thumb_64_64-width] => 24 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-48x128.png [thumb_128_128-width] => 48 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-25x67.png [thumb_122_67-width] => 25 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-57x153.png [thumb_153_153-width] => 57 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-61x163.png [thumb_130_163-width] => 61 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-66x177.png [thumb_232_177-width] => 66 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-242x650.png [thumb_272_325-width] => 242 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-129x346.png [thumb_271_346-width] => 129 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-101x271.png [thumb_271_271-width] => 101 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-64x172.png [thumb_272_172-width] => 64 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-172x461.png [thumb_372_461-width] => 172 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-186x500.png [thumb_372_500-width] => 186 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-101x270.png [thumb_385_270-width] => 101 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-90x241.png [thumb_416_241-width] => 90 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-153x410.png [thumb_448_410-width] => 153 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-306x820.png [thumb_448_410_retina-width] => 306 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-142x382.png [thumb_574_382-width] => 142 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Impact-Statement-147x395.png [thumb_776_395-width] => 147 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Impact-Statement.png [gform-image-choice-sm-width] => 112 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Impact-Statement.png [gform-image-choice-md-width] => 149 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Impact-Statement.png [gform-image-choice-lg-width] => 224 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: No Impact Statement 25.4% $69.54
T1: Impact Statement 25.6% 0.8% 11.2% $60.78

This experiment has a required sample size of 395,613 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

This test proved to be inconclusive. After further reflection, we would hypothesize that the impact statement appeared after the donor had already made their decision as to how much money to donate.  As a result, it didn’t really impact their decision on how much and whether to give.

To make better use of the matching grant in future campaigns, the impact language needs to be higher up on the form so it affects the donors’ decision prior to selecting a gift amount.


Experiment Documented by NextAfter

Question about experiment #1538

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