How a microgoal impacted donor conversion rate
Experiment ID: #190992
First Baptist Dallas
Experiment Summary
Ended On: 09/23/2024
Pathway to Victory is a broadcast ministry of First Dallas.
For PTV’s fiscal year end campaign, we decided to test a microgoal of 25 donors.
We have seen success with this tactic for other organizations and wondered if the PTV audience would find it appealing as well.
Research Question
We believe that by asking for 25 donors to make gifts today for the housefile will achieve a higher donor conversion rate because it is a small achievable goal where a donor feels like they can make a difference.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 10.1% | ||
| T1: | Treatment #1 | 15.7% | 55.0% | 95.2% |
This experiment has a required sample size of 279 in order to be valid. Since the experiment had a total sample size of 568, 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
× 55.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this A/B experiment conducted for Pathway to Victory’s fiscal year-end campaign is that setting a microgoal of 25 donors resulted in a 55.0% increase in donations for all traffic. This significant increase shows that the hypothesis was correct in predicting that by asking for a small, achievable goal, donors would be more likely to participate and make a gift.
We also saw a 122% increase in revenue for the treatment and 40% increase in average gift amount!
In future experimentation, it is important to continue testing the effectiveness of setting microgoals for donors. This strategy can be used in various campaigns and appeals to engage donors and drive a higher conversion rate. By leveraging the success of this experiment, Pathway to Victory can tailor future fundraising efforts to include similar microgoals, making it easier for donors to see the impact of their contribution and motivating them to support the organization’s mission.