Dallas Theological Seminary

How a multiple choice mission-focused question on an email affects the donor conversion rate

Experiment ID: #194686

Dallas Theological Seminary

Experiment Summary

Ended On: 01/16/2025

Dallas Theological Seminary wants to reach more people worldwide with biblical-truth and teach people how to study the Bible.

We ran this test during their calendar year-end campaign. Traffic came to this page through email. We sent the email to everyone on their house file.

We wanted to know if more people would donate after presented with four mission-focused and specific answers. The control email had a yes or no question, focusing only on one aspect of the DTS mission.

Research Question

Using a support directed, mission-focused multiple choice question during a calendar year-end campaign will increase the conversion rate because they will read about the many ways the organization works towards their mission and the resources needed to accomplish them all.

Design

C: Control
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T1: Treatment 1
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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 1.1%
T1: Treatment 1 2.7%137.9% 92.8%

This experiment has a required sample size of 413 in order to be valid. Since the experiment had a total sample size of 2,724, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

Key Learnings:

1. The use of a support-directed, mission-focused multiple choice question during a calendar year-end campaign resulted in a significant increase in donations for Dallas Theological Seminary.

2. The treatment group, which was presented with four mission-focused and specific answers, experienced a 137.9% increase in donations compared to the control group.

3. The statistical level of confidence was 92.8%, indicating that the results are approaching validity but further testing would be necessary to confirm the impact of the treatment.

Future Implications:

1. Incorporating multiple mission-focused options in donation appeals can potentially improve the effectiveness of fundraising campaigns.

2. Future experimentation should continue to explore different ways of presenting the organization’s mission and impact to donors to maximize donation outcomes.

3. Conducting additional tests with larger sample sizes and varied messaging strategies can help validate the initial findings and provide more robust insights for future campaign optimization.


Experiment Documented by NextAfter

Question about experiment #194686

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