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Care Net

How asking for less impacted revenue per donor

Experiment ID: #78400

Care Net

Experiment Summary

Timeframe: 11/29/2021 - 12/02/2021

As part of their Giving Tuesday campaign, Care Net wanted to test a relatively new concept known as the downgraded ask. For this experiment, they created a chart of standards based upon the donors’ previous highest contribution where they would ask for a certain number of donors to give a specific amount. For the treatment version of this ask, they asked for a level below what the donor had previously given and added language acknowledging that they were being asked for less.

This was then tested across both emails that were sent out on Giving Tuesday and results were determined based upon all online giving (excluding recurring gifts) during Giving Tuesday and the day following.

Research Question

We believe that asking for less than their previous highest contribution for existing donors will achieve increase overall response and revenue.

Design

C: Control
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T1: Downgraded Ask
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=> 1982 [large] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-331x1024.png [large-width] => 331 [large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-496x1536.png [1536x1536-width] => 496 [1536x1536-height] => 1536 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-661x2048.png [2048x2048-width] => 661 [2048x2048-height] => 2048 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8.png [tp-image-grid-width] => 226 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-16x50.png [admin-width] => 16 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8.png [full-width] => 1384 [full-height] => 4286 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-372x1152.png [thumb_372-width] => 372 [thumb_372-height] => 1152 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-202x625.png [single_post_thumbnail-width] => 202 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-10x32.png [thumb_32_32-width] => 10 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-15x48.png [thumb_48_48-width] => 15 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-21x64.png [thumb_64_64-width] => 21 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-41x128.png [thumb_128_128-width] => 41 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-22x67.png [thumb_122_67-width] => 22 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-49x153.png [thumb_153_153-width] => 49 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-53x163.png [thumb_130_163-width] => 53 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-57x177.png [thumb_232_177-width] => 57 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-210x650.png [thumb_272_325-width] => 210 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-112x346.png [thumb_271_346-width] => 112 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-88x271.png [thumb_271_271-width] => 88 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-56x172.png [thumb_272_172-width] => 56 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-149x461.png [thumb_372_461-width] => 149 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-161x500.png [thumb_372_500-width] => 161 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-87x270.png [thumb_385_270-width] => 87 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-78x241.png [thumb_416_241-width] => 78 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-132x410.png [thumb_448_410-width] => 132 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-265x820.png [thumb_448_410_retina-width] => 265 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-123x382.png [thumb_574_382-width] => 123 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8-128x395.png [thumb_776_395-width] => 128 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8.png [gform-image-choice-sm-width] => 97 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8.png [gform-image-choice-md-width] => 129 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-8.png [gform-image-choice-lg-width] => 194 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $0.76 $123.54
T1: Downgraded Ask $1.48 96.0% 88.6% $196.41

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

While we nearly doubled the revenue from the campaign, we did not statistically validate the experiment due to an 88.6% level of confidence. With that said, this is certainly encouraging. When analyzing the individual gift, we did not see a decrease in overall donor average gift. Instead, we saw increases in the number of lower dollar donors and the higher dollar donors ($250+) maintained their previous level of giving. It would be worth iterating on this concept but to validate this concept with the Care Net donor file, we will need to expand the length of this test for several email during a high urgency campaign.

Experiment Documented by NextAfter

Question about experiment #78400

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