How a visual match reinforcement affects year-end giving
Experiment ID: #79124
The Fund for American Studies
Experiment Summary
Timeframe: 12/10/2021 - 01/01/2022
For TFAS’ calendar-year-end campaign, we wanted to create a visual reinforcement for the matching gift. The goal is to have a visual representation of how a donor’s impact is doubled by the matching gift when they give during the year-end campaign. In this particular case we used a numerical visual representation that would instantly change as the prospective donor selected a different amount in the gift array. When someone selected $50, the counter would show a $100 impact. If $100 was selected, the counter would display a $200 impact, etc. We hypothesized that this visual representation would increase both donor conversion rate and revenue.
Research Question
We believe that providing a visual representation for a matching gift for prospective donors will achieve a higher donor conversion rate and revenue.
Design
C: Control
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[name] => match_counter-png-5
[status] => inherit
[uploaded_to] => 24712
[date] => 2021-12-29 20:42:57
[modified] => 2021-12-29 20:42:57
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2880
[height] => 6520
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-133x300.png
[medium-width] => 133
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-768x1739.png
[medium_large-width] => 640
[medium_large-height] => 1449
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-452x1024.png
[large-width] => 452
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-678x1536.png
[1536x1536-width] => 678
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-905x2048.png
[2048x2048-width] => 905
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3.png
[tp-image-grid-width] => 309
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-22x50.png
[admin-width] => 22
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3.png
[full-width] => 2880
[full-height] => 6520
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-372x842.png
[thumb_372-width] => 372
[thumb_372-height] => 842
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-276x625.png
[single_post_thumbnail-width] => 276
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-21x48.png
[thumb_48_48-width] => 21
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-28x64.png
[thumb_64_64-width] => 28
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-57x128.png
[thumb_128_128-width] => 57
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-30x67.png
[thumb_122_67-width] => 30
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-68x153.png
[thumb_153_153-width] => 68
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-72x163.png
[thumb_130_163-width] => 72
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-78x177.png
[thumb_232_177-width] => 78
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-287x650.png
[thumb_272_325-width] => 287
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-153x346.png
[thumb_271_346-width] => 153
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-120x271.png
[thumb_271_271-width] => 120
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-76x172.png
[thumb_272_172-width] => 76
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-204x461.png
[thumb_372_461-width] => 204
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-221x500.png
[thumb_372_500-width] => 221
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-119x270.png
[thumb_385_270-width] => 119
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-106x241.png
[thumb_416_241-width] => 106
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-181x410.png
[thumb_448_410-width] => 181
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-362x820.png
[thumb_448_410_retina-width] => 362
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-169x382.png
[thumb_574_382-width] => 169
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Match_Counter-3-174x395.png
[thumb_776_395-width] => 174
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 4.4% | $0.00 | ||
| T1: | Match Counter | 4.9% | 11.6% | 22.9% | $0.00 |
This experiment has a required sample size of 13,228 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
Though this experiment did not fully validate, there was a directional decrease and enough evidence to indicate that this visual representation did not result in a higher donor conversion rate, nor did it inspire a higher average gift. There was a 62% directional decrease in revenue through this experiment. The speculation is that the visual number doubling, may have been confusing for some prospective donors and perhaps felt like they were donating $100 instead of $50. Another way we can test this concept in the future is to test the doubling of the gift through a visual representation on a thermometer instead.
Notable changes to other metrics due to the experiment:
- Revenue experienced a 62.8% decrease with a 92% level of confidence.
Observations of the impact on other visitor segments in the experiment:
- Email visitors had a 53.5% decrease in donations with a 98% level of confidence.
- New visitors had a 54.9% decrease in donations with a 93% level of confidence.
- Mobile visitors had an 84.4% decrease in donations with a 100% level of confidence.
- Referral visitors had a 100.0% increase in donations with a 100% level of confidence.
- Male visitors had an 87.5% decrease in donations with a 100% level of confidence.