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

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

Experiment ID: #93602

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 0.02%
T1: Treatment #1 0.04% 98.3% 43.2%

This experiment has a required sample size of 63,119 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

Unfortunately, while we had a great number recipients open both versions, our donations were too few to 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 #93602

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