Alliance Defending Freedom

How taking a softer call to action affects donations

Experiment ID: #1345

Alliance Defending Freedom

Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.

Experiment Summary

Timeframe: 12/26/2014 - 12/27/2014

As it was getting closer to the end of the year, Heritage wanted to test a messaging approach with their fifth email in their year end campaign. Toward the end of urgency-based marketing campaigns, it is common practice to make a direct ask in the email. The question was how early can that direct ask be made and have it still be effective.

Research Question

A softer call-to-action within the email will drive more traffic to the website which will, in turn, convert a greater number of donors.

Design

C: Direct Ask
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T1: Soft Call-to-Action
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-300x263.png [medium-width] => 300 [medium-height] => 263 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-768x673.png [medium_large-width] => 640 [medium_large-height] => 561 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1.png [large-width] => 640 [large-height] => 561 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1.png [1536x1536-width] => 902 [1536x1536-height] => 791 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1.png [2048x2048-width] => 902 [2048x2048-height] => 791 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-600x400.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/Soft_Call-to-Action-1-600x600.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/Soft_Call-to-Action-1.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 614 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-50x44.png [admin-width] => 50 [admin-height] => 44 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1.png [full-width] => 902 [full-height] => 791 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-372x326.png [thumb_372-width] => 372 [thumb_372-height] => 326 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-713x625.png [single_post_thumbnail-width] => 713 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-32x28.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 28 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-48x42.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 42 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-64x56.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 56 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-128x112.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 112 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-76x67.png [thumb_122_67-width] => 76 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-153x134.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 134 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-130x114.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 114 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-202x177.png [thumb_232_177-width] => 202 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-544x477.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 477 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-271x238.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 238 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-271x238.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 238 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-196x172.png [thumb_272_172-width] => 196 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-372x326.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 326 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-372x326.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 326 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-308x270.png [thumb_385_270-width] => 308 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-275x241.png [thumb_416_241-width] => 275 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-448x393.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 393 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-896x786.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 786 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-436x382.png [thumb_574_382-width] => 436 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Soft_Call-to-Action-1-450x395.png [thumb_776_395-width] => 450 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Direct Ask 0.03%
T1: Soft Call-to-Action 0.03%-4.3% 11.6%

This experiment has a required sample size of 15,418,569 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 softer language in the email increased the number of visitors by 41% but it actually converted fewer total donors in the test. At this stage in the campaign, there does not seem to be any impact to response rate by utilizing a softer call to action.


Experiment Documented by NextAfter

Question about experiment #1345

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