How a motivational postscript increased non-member donor conversion rates
Experiment ID: #10686
The Heritage Foundation
Experiment Summary
Ended On: 02/12/2019
During The Heritage Foundation’s Kickoff Campaign in 2019, we wanted to experiment with a more motivating postscript at the end of an email that was sent to non-members. Most of the postscript messages within the campaign were transactional in nature (if you received this in error, we apologize). Would sending a core message in the postscript to motivate non-members to give work?
Research Question
Can a motivational message (instead of a transactional one) in the postscript of an email to non-members increase the donor conversion rate?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 42664
[id] => 42664
[title] => Control.jpg
[filename] => Control-1933.jpg
[filesize] => 93037
[url] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[link] => https://www.nextafter.com/experiments/how-a-motivational-postscript-increased-non-member-donor-conversion-rates/attachment/control-jpg-2254/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2254
[status] => inherit
[uploaded_to] => 15928
[date] => 2022-10-26 20:42:23
[modified] => 2022-10-26 20:42:23
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1009
[height] => 493
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-1933-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-1933-300x147.jpg
[medium-width] => 300
[medium-height] => 147
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-1933-768x375.jpg
[medium_large-width] => 640
[medium_large-height] => 313
[large] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[large-width] => 640
[large-height] => 313
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[1536x1536-width] => 1009
[1536x1536-height] => 493
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[2048x2048-width] => 1009
[2048x2048-height] => 493
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 342
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-1933-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-1933-50x24.jpg
[admin-width] => 50
[admin-height] => 24
[full] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[full-width] => 1009
[full-height] => 493
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-1933-372x182.jpg
[thumb_372-width] => 372
[thumb_372-height] => 182
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-1933-980x479.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 479
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-1933-32x16.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-1933-48x23.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-1933-64x31.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-1933-128x63.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 63
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-1933-122x60.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 60
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-1933-153x75.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 75
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-1933-130x64.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 64
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-1933-232x113.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 113
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-1933-544x266.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 266
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-1933-271x132.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 132
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-1933-271x132.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 132
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-1933-272x133.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 133
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-1933-372x182.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 182
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-1933-372x182.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 182
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-1933-385x188.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 188
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-1933-416x203.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 203
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-1933-448x219.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 219
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-1933-896x438.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 438
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-1933-574x280.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 280
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-1933-776x379.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 379
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 147
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 195
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 293
)
)
[1] => Array
(
[ID] => 42667
[id] => 42667
[title] => Treatment_#1.jpg
[filename] => Treatment_1-843.jpg
[filesize] => 104110
[url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[link] => https://www.nextafter.com/experiments/how-a-motivational-postscript-increased-non-member-donor-conversion-rates/attachment/treatment_1-jpg-988/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-988
[status] => inherit
[uploaded_to] => 15928
[date] => 2022-10-26 20:42:52
[modified] => 2022-10-26 20:42:52
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1004
[height] => 485
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-300x145.jpg
[medium-width] => 300
[medium-height] => 145
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-768x371.jpg
[medium_large-width] => 640
[medium_large-height] => 309
[large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[large-width] => 640
[large-height] => 309
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[1536x1536-width] => 1004
[1536x1536-height] => 485
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[2048x2048-width] => 1004
[2048x2048-height] => 485
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 338
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-50x24.jpg
[admin-width] => 50
[admin-height] => 24
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[full-width] => 1004
[full-height] => 485
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-372x180.jpg
[thumb_372-width] => 372
[thumb_372-height] => 180
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-980x473.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 473
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-32x15.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-48x23.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-64x31.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-128x62.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 62
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-122x59.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 59
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-153x74.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 74
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-130x63.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 63
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-232x112.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 112
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-544x263.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 263
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-271x131.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 131
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-271x131.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 131
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-272x131.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 131
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-372x180.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 180
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-372x180.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 180
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-385x186.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 186
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-416x201.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 201
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-448x216.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 216
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-896x433.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 433
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-574x277.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 277
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-776x375.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 375
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 145
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 193
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 290
)
)
)
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 42664
[id] => 42664
[title] => Control.jpg
[filename] => Control-1933.jpg
[filesize] => 93037
[url] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[link] => https://www.nextafter.com/experiments/how-a-motivational-postscript-increased-non-member-donor-conversion-rates/attachment/control-jpg-2254/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2254
[status] => inherit
[uploaded_to] => 15928
[date] => 2022-10-26 20:42:23
[modified] => 2022-10-26 20:42:23
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1009
[height] => 493
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-1933-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-1933-300x147.jpg
[medium-width] => 300
[medium-height] => 147
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-1933-768x375.jpg
[medium_large-width] => 640
[medium_large-height] => 313
[large] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[large-width] => 640
[large-height] => 313
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[1536x1536-width] => 1009
[1536x1536-height] => 493
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[2048x2048-width] => 1009
[2048x2048-height] => 493
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 342
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-1933-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-1933-50x24.jpg
[admin-width] => 50
[admin-height] => 24
[full] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[full-width] => 1009
[full-height] => 493
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-1933-372x182.jpg
[thumb_372-width] => 372
[thumb_372-height] => 182
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-1933-980x479.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 479
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-1933-32x16.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-1933-48x23.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-1933-64x31.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-1933-128x63.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 63
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-1933-122x60.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 60
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-1933-153x75.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 75
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-1933-130x64.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 64
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-1933-232x113.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 113
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-1933-544x266.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 266
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-1933-271x132.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 132
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-1933-271x132.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 132
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-1933-272x133.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 133
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-1933-372x182.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 182
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-1933-372x182.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 182
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-1933-385x188.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 188
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-1933-416x203.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 203
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-1933-448x219.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 219
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-1933-896x438.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 438
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-1933-574x280.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 280
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-1933-776x379.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 379
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 147
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 195
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-1933.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 293
)
)
[1] => Array
(
[ID] => 42667
[id] => 42667
[title] => Treatment_#1.jpg
[filename] => Treatment_1-843.jpg
[filesize] => 104110
[url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[link] => https://www.nextafter.com/experiments/how-a-motivational-postscript-increased-non-member-donor-conversion-rates/attachment/treatment_1-jpg-988/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-988
[status] => inherit
[uploaded_to] => 15928
[date] => 2022-10-26 20:42:52
[modified] => 2022-10-26 20:42:52
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1004
[height] => 485
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-300x145.jpg
[medium-width] => 300
[medium-height] => 145
[medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-768x371.jpg
[medium_large-width] => 640
[medium_large-height] => 309
[large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[large-width] => 640
[large-height] => 309
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[1536x1536-width] => 1004
[1536x1536-height] => 485
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[2048x2048-width] => 1004
[2048x2048-height] => 485
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 338
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-50x24.jpg
[admin-width] => 50
[admin-height] => 24
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[full-width] => 1004
[full-height] => 485
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-372x180.jpg
[thumb_372-width] => 372
[thumb_372-height] => 180
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-980x473.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 473
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-32x15.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-48x23.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-64x31.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-128x62.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 62
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-122x59.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 59
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-153x74.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 74
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-130x63.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 63
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-232x112.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 112
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-544x263.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 263
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-271x131.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 131
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-271x131.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 131
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-272x131.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 131
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-372x180.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 180
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-372x180.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 180
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-385x186.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 186
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-416x201.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 201
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-448x216.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 216
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-896x433.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 433
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-574x277.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 277
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843-776x375.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 375
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 145
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 193
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-843.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 290
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.01% | ||
| T1: | Treatment #1 | 0.07% | 436.8% | 100.0% |
This experiment has a required sample size of 9,717 in order to be valid. Since the experiment had a total sample size of 121,339, 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
× 436.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
With a 99.9% level of confidence, we saw an increase of 436.8% in non-member donor conversion rate.
Other metrics notably impacted (for the treatment, relative to the control message):
- Email Clickthrough Rate: +19.1% (with a 94.9% level of confidence)
We recommend further experimentation and finding the right balance between too much and not enough, but it would certainly appear that the postscript message for The Heritage Foundation represents opportunity to drive increases in donor conversion rates from non-member emails within the Kickoff Campaign.