Dallas Theological Seminary

How adding benefits of monthly giving in an email impacted donations

Experiment ID: #36191

Dallas Theological Seminary

The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.

Experiment Summary

Ended On: 09/23/2020

DTS was leading a campaign to acquire new monthly donors for our Cornerstone Partners monthly giving program. The donation page clearly listed the benefits of becoming a Cornerstone Partner and we wondered if including these same benefits directly in the email appeal would influence the number of gifts received. The hypothesis was that presenting potential donors with the information in the body copy of the email would lead to more highly motivated traffic on the donation page and increase conversion rate.

Research Question

Will including benefits of monthly giving in both the email copy and donation page copy increase conversion rate?


C: Control
T1: Treatment - with Benefits


 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 14.4%
T1: Treatment - with Benefits 32.1%122.7% 99.6%

This experiment has a required sample size of 43 in order to be valid. Since the experiment had a total sample size of 181, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 122.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

The control copy explained why monthly giving was of benefit to the organization, but the treatment copy introduced why monthly giving would be of value to the individual donor and how they would personally benefit from making a monthly rather than a one-time gift. By introducing this clarity in perceived value, we were able to increase donor conversion rate by 122.7%. In addition to listing the benefits, the treatment copy also included a sentence clearly communicating that a donor’s monthly giving commitment could be altered or suspended as needed in the future. In future testing, we would want to isolate this language to determine if the decreased pressure for continued recurring giving played any additional role in the increased conversion rate.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #36191

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