How a Personal Introduction at the Beginning of an Appeal to Donors Impacts Donor Conversion During a High Urgency Campaign - NextAfter
KCBI

How a Personal Introduction at the Beginning of an Appeal to Donors Impacts Donor Conversion During a High Urgency Campaign

Experiment ID: #93698

KCBI

Experiment Summary

Timeframe: 04/26/2022 - 04/26/2022

KCBI is a leading Christian radio station and ministry in Dallas, Texas. For their spring fundraising campaign, they wanted to see if beginning an appeal with a personal story and introduction by the sender would increase donor conversion. When testing with another organization, we found that beginning an appeal like this increased engagement by humanizing the copy and building rapport. We know from research that donors give to people, not organizations, so we wanted to see if this would increase conversion during an urgent campaign.

Research Question

We believe that a personal introduction at the beginning of an appeal will increase donor conversion.

Design

C: Control
T1: Treatment #1

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.00%
T1: Treatment #1 0.78% 100.0% 84.4%

This experiment has a required sample size of 494 in order to be valid. Since the experiment had a total sample size of 508, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

Unfortunately, we had a small group of people open the email, so we could not achieve statistical reliability. We will keep testing into more conversational and personalized intro copy to see if we can validate this approach with their audience.

 


Experiment Documented by NextAfter

Question about experiment #93698

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