The Heritage Foundation

How a more empathetic messaging approach in an email solicitation can affect response rate

Experiment ID: #1346

The Heritage Foundation

Experiment Summary

Timeframe: 12/29/2014 - 12/30/2014

With a little over two days left before the end of the year, Heritage Foundation email subscribers had received six different messages from Jim DeMint– the president of the organization– asking for their support with a year-end gift. Best practices suggest that the email signer should be the most publicly know leader of the organization, and should rarely (if ever) change to ensure donors hear a consistent voice. Heritage tested that theory by sending an email from someone else in the organization.

Research Question

How does a softer, more empathetic tone from a more believable email sender affect email response rate?

Design

C: Jim Demint Sender
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T1: New Signer
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6.png [2048x2048-width] => 688 [2048x2048-height] => 407 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-600x407.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 407 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6.png [tp-image-grid-width] => 688 [tp-image-grid-height] => 407 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-50x30.png [admin-width] => 50 [admin-height] => 30 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6.png [full-width] => 688 [full-height] => 407 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-372x220.png [thumb_372-width] => 372 [thumb_372-height] => 220 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6.png [single_post_thumbnail-width] => 688 [single_post_thumbnail-height] => 407 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-32x19.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 19 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-48x28.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 28 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-64x38.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 38 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-128x76.png [thumb_128_128-width] => 128 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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-271x160.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 160 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-272x161.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 161 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-372x220.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 220 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-372x220.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 220 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-385x228.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 228 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-407x241.png [thumb_416_241-width] => 407 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-448x265.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 265 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6.png [thumb_448_410_retina-width] => 688 [thumb_448_410_retina-height] => 407 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-574x340.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 340 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Signer-6-668x395.png [thumb_776_395-width] => 668 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameRevenue per VisitorRelative DifferenceConfidenceAverage Gift
C: Jim Demint Sender $0.03$66.18
T1: New Signer $0.14380.7% 98.8%$134.70

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 136.2% increase in conversion rate
× 103.5% increase in average gift
380.7% increase in revenue

Key Learnings

The more empathetic message, even if not from the primary organizational sender, can have a significant impact on the donor’s likelihood to give.


Experiment Documented by Tim Kachuriak
Tim Kachuriak is Chief Innovation and Optimization Officer of NextAfter.

Question about experiment #1346

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