How adding a soft donation ask to an email about a survey impacts donations
Experiment ID: #197940
Dallas Theological Seminary
Experiment Summary
Ended On: 06/08/2025
DTS was sending their annual FYE Survey before launching their FYE campaign. We decided to test how adding a line in the email that said “After completing the survey, you’ll also have the opportunity to deepen your partnership with DTS if you choose.” would impact donations.
Research Question
We believe that adding a soft ask for contacts that received the FYE survey email will achieve more donations.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.53% | ||
| T1: | Treatment #1 | 1.0% | 95.3% | 73.8% |
This experiment has a required sample size of 2,332 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 adding a soft ask for donations in the email sent to contacts receiving the FYE survey resulted in a significant increase in donations. The treatment group, which included the line about deepening the partnership with DTS, saw a 95.3% increase in donations compared to the control group. However, it's important to note that the statistical level of confidence was only 73.8%, which is below the standard threshold of 95%. This means that the results cannot be considered valid and should not be used for future decision making. In future experimentation, it may be beneficial to continue testing the impact of including a donation ask in communications with contacts. By conducting further tests with larger sample sizes and ensuring a higher level of statistical significance, we can determine more accurately if this strategy is effective in driving donations for Dallas Theological Seminary.