How a direct ask about planned giving affects clickthrough rate
Experiment ID: #1380
The Heritage Foundation
Experiment Summary
Timeframe: 04/06/2015 - 04/30/2015
The Heritage Legacy Society sent a prospecting email to ask Heritage Foundation members if they planned to include the organization in their estate planning. They didn’t know the best way to approach this through email, so they tested two distinct approaches: a direct ask, supported by facts about tax planning, against a story-based approach with a personal testimony from a Heritage Legacy Society member.
Research Question
Which approach will attract more clicks?
Design
C: Story
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[full-width] => 952
[full-height] => 2031
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Direct_Ask-31-372x794.png
[thumb_372-width] => 372
[thumb_372-height] => 794
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Direct_Ask-31-293x625.png
[single_post_thumbnail-width] => 293
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Direct_Ask-31-15x32.png
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[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Direct_Ask-31-22x48.png
[thumb_48_48-width] => 22
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[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Direct_Ask-31-30x64.png
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[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Direct_Ask-31-60x128.png
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[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Direct_Ask-31-31x67.png
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[thumb_153_153-height] => 153
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[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
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[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 305
[thumb_272_325-height] => 650
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[thumb_271_346-width] => 162
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[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
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[thumb_372_500-width] => 234
[thumb_372_500-height] => 500
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[thumb_385_270-width] => 127
[thumb_385_270-height] => 270
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[thumb_416_241-height] => 241
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[thumb_448_410-width] => 192
[thumb_448_410-height] => 410
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[thumb_448_410_retina-width] => 384
[thumb_448_410_retina-height] => 820
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[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Direct_Ask-31.png
[gform-image-choice-sm-width] => 141
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Direct_Ask-31.png
[gform-image-choice-md-width] => 187
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Direct_Ask-31.png
[gform-image-choice-lg-width] => 281
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Story | 0.55% | ||
| T1: | Direct Ask | 0.97% | 77.4% | 96.4% |
This experiment has a required sample size of 3,121 in order to be valid. Since the experiment had a total sample size of 7,810, 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:
77.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
This told us that we don't necessarily need to "soften" the ask with a story. The story might introduce friction as an estate commitment is a personal decision, not one based on third-party influence.