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American Cornerstone Institute

How a personal ask to match a gift amount affects overall conversions in an email appeal

Experiment ID: #194462

American Cornerstone Institute

Experiment Summary

Ended On: 01/06/2025

American Cornerstone Institute wanted to test how a more personal approach to asking to match a gift during year-end would affect overall conversion rates including clickthrough rate from the email to donation page and donation conversion rate.

They tested this concept within three emails they sent throughout their year-end campaign. This write-up shows the results of email 7 which was an appeal for education.

The control email presented the matching gift by stating that their gift would be doubled thanks to their year-end matching gift challenge up to $100,000. The treatment email presented the matching gift by stating that a generous donor wants to personally match their gift allowing them to have double the impact.

Research Question

We believe that a personal ask to match a gift for potential donors will achieve an increase in conversion rate because because it creates a sense of urgency and personal connection, motivating donors to feel their contribution has a direct and meaningful impact, especially when paired with the opportunity to double their support through matching.

Design

C: Control
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T1: Treatment #1
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[thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-153x109.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 109 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-130x92.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 92 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-232x165.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 165 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-544x387.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 387 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-271x193.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 193 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-271x193.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 193 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-242x172.png [thumb_272_172-width] => 242 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-372x264.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 264 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-372x264.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 264 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-380x270.png [thumb_385_270-width] => 380 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-339x241.png [thumb_416_241-width] => 339 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-448x319.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 319 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-896x637.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 637 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-537x382.png [thumb_574_382-width] => 537 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78-556x395.png [thumb_776_395-width] => 556 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 213 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 284 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-78.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 427 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 6.9%
T1: Treatment #1 9.2% 33.7% 77.9%

This experiment has a required sample size of 1,058 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The key learning from this experiment is that a more personal approach to asking for a matching gift can potentially lead to an increase in conversion rates. The treatment email, which presented the matching gift as being from a generous donor wanting to personally match the contribution, resulted in a 33.7% increase in donations for all traffic compared to the control email. However, it is important to note that the statistical level of confidence was 77.9%, which is below the generally accepted threshold of 85%. This means that the results are not considered valid and should not be used for future decision making. This suggests that creating a sense of urgency and personal connection in donation appeals can motivate potential donors to feel their contribution has a direct and meaningful impact, particularly when paired with the opportunity to double their support through matching. As for the effect on email click-through rate, the treatment email saw no difference in click-through rate. There was a 1.9% increase in clicks with only a 21% level of confidence. In future experimentation, it would be beneficial to continue testing the impact of a personal ask for matching gifts with a larger sample size to see if the trend towards increased conversion rates holds true. Additionally, considering other variables such as the timing of the ask, the messaging used, and the target audience could provide further insights into what drives donor behavior and how to optimize fundraising efforts.

Experiment Documented by NextAfter

Question about experiment #194462

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