How adding a campaign name in an email appeal affects donor conversion rate
Experiment ID: #122151
International Mission Board
Experiment Summary
Ended On: 12/30/2022
The IMB historically runs a Lottie Moon Christmas Offering campaign and they communicate this fund by name in all their communications. When developing emails for the year end campaign there was initially no mention of the Lottie Moon Christmas Offering. We wanted to see if adding the name of this campaign would impact giving for IMB’s housefile list (who have historically known about this campaign). We tested this verbiage in one email appeal in their campaign.
Research Question
We believe that adding a familiar campaign name for email recipients will achieve a higher donor conversion rate .
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.08% | ||
| T1: | Treatment #1 | 0.09% | 15.3% | 35.0% |
This experiment has a required sample size of 445,012 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
This experiment resulted in a 15% increase in donor conversion rate with only a level of confidence of 35%. However, when looking at the impact on revenue, we saw a 360% directional lift with a level of confidence of 93%. However, there were several larger $1k+ gifts in the treatment. Nonetheless, this could be an indication that those who are familiar with the Lottie Moon offering may give larger gifts because of the familiarity of this campaign. It should also be noted that mid-level and major donors were suppressed from this campaign so it is likely that some donors upgraded their giving in this appeal and gave larger gifts than they typically would. It is recommended that this is tested across multiple emails in the future in order to confirm that while it may not affect donor conversion rate, it may impact the average gift in an appeal.