How asking for less impacted revenue per donor
Care Net
Experiment Summary
Timeframe: 11/30/2021 - 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 an increase in overall response and revenue.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.09 | $78.94 | ||
| T1: | Treatment #1 | $0.21 | 129.2% | 91.3% | $131.55 |
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 came close to validating with a 91.2% level of confidence, the number of actual gifts was too small to determine whether this strategy was successful. 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.