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Reasons to Believe

How a donor goal and exclusivity language in a high-urgency email appeal impacts donor conversion rate

Experiment ID: #193108

Reasons to Believe

Experiment Summary

Timeframe: 11/19/2024 - 12/03/2024

This year, rather than celebrating Giving Tuesday, Reasons to Believe decided to launch the organization’s very first RTB Giving Day. This was a high-urgency appeal that would last only one-day, with the goal of raising $15,000. We hypothesized that translating this to a 180 donor goal rather than a revenue goal, would increase donor conversion rate for two reasons. First, we believed that it would help underscore these donors as being part of a special group — donors to the first RTB Giving Day; second, we believed that this would help break the more intimidating $15,000 goal into something manageable that the donor could more easily see their own impact in.

Research Question

We believe that a donor goal and exclusivity language for Reason to Believe’s housefile appeal will achieve an increase in donor conversion rate because it leverages that the donor is part of a special group, and breaks the goal into something they can visualize their impact upon.

Design

C: Control copy
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T1: Treatment exclusivity
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https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-50x34.png [admin-width] => 50 [admin-height] => 34 [full] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity.png [full-width] => 1110 [full-height] => 754 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-372x253.png [thumb_372-width] => 372 [thumb_372-height] => 253 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-920x625.png [single_post_thumbnail-width] => 920 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-32x22.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 22 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-48x33.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 33 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-64x43.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 43 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-128x87.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 87 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-99x67.png [thumb_122_67-width] => 99 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-153x104.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 104 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-130x88.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 88 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-232x158.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 158 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-544x370.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 370 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-271x184.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 184 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-271x184.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 184 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-253x172.png [thumb_272_172-width] => 253 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-372x253.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 253 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-372x253.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 253 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-385x262.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 262 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-355x241.png [thumb_416_241-width] => 355 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-448x304.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 304 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-896x609.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 609 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-562x382.png [thumb_574_382-width] => 562 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity-581x395.png [thumb_776_395-width] => 581 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 204 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 272 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_exclusivity.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 408 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control copy 0.38%
T1: Treatment exclusivity 0.58% 54.0% 95.3%

This experiment has a required sample size of 8,862 in order to be valid. Since the experiment had a total sample size of 18,177, 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
× 54.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The results of this experiment illustrate that the use of a donor goal and exclusivity language in the appeal significantly increased the donor conversion rate for Reasons to Believe's RTB Giving Day campaign. This approach helped emphasize the donors' participation in a special group and made the donation goal more manageable and tangible for the donors. The treatment group, which received the donor goal and exclusivity language, saw a 54.0% increase in donations compared to the control group, with a high level of statistical confidence (95.3%).

In future experimentation, we should consider the context around a high-urgency goal and the donor's place in them. The amount of time communicated to reach the goal and perceived difficulty of reaching the goal can all be things that potentially discourage the donor from understanding their impact rather than communicating it. Within the context of a 24-hour appeal and the efforts of RTB to start something unique, it appears that speaking directly to the donors needed to accomplish this was most effective.

Experiment Documented by NextAfter

Question about experiment #193108

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