How asking for less than their historically largest gift impacted donor conversion rate
Experiment ID: #88885
The Fund for American Studies
Experiment Summary
Timeframe: 01/26/2022 - 02/28/2022
As part of their Founders Day campaign, The Fund for American Studies 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 all 10 emails that were sent out as part of the campaign and results were determined based upon all online giving (excluding recurring gifts) during the month of the campaign.
Research Question
We believe that asking for a gift less than their historically largest gift for existing donors will achieve increase donor conversion.
Design
C: Control
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[tp-image-grid-width] => 602
[tp-image-grid-height] => 556
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-50x46.png
[admin-width] => 50
[admin-height] => 46
[full] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19.png
[full-width] => 602
[full-height] => 556
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-372x344.png
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[thumb_372-height] => 344
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19.png
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[single_post_thumbnail-height] => 556
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-32x30.png
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[thumb_32_32-height] => 30
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-48x44.png
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[thumb_48_48-height] => 44
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-64x59.png
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[thumb_64_64-height] => 59
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-128x118.png
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[thumb_128_128-height] => 118
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-73x67.png
[thumb_122_67-width] => 73
[thumb_122_67-height] => 67
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[thumb_153_153-width] => 153
[thumb_153_153-height] => 141
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-130x120.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 120
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-192x177.png
[thumb_232_177-width] => 192
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-544x502.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 502
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-271x250.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 250
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-271x250.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 250
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[thumb_272_172-height] => 172
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 344
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-372x344.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 344
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[thumb_416_241-width] => 261
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 444
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19.png
[thumb_448_410_retina-width] => 602
[thumb_448_410_retina-height] => 556
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-414x382.png
[thumb_574_382-width] => 414
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19-428x395.png
[thumb_776_395-width] => 428
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 277
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 369
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Downgraded_Ask-19.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 554
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.88% | ||
| T1: | Downgraded Ask | 0.78% | -10.8% | 36.9% |
This experiment has a required sample size of 70,083 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
After running the split with the same audiences for the entirety of the campaign, we found that there was no statistically significant difference between the control and treatment. Additionally, we found that the overall average gift wasn't impacted by the treatment either.
Upon further investigation, we did find at least one email that used the same exact language across the control and treatment. This may have skewed the results. In addition this, the list was split and stratified manually before adding it to Hubspot. This was to make sure we had an even distribution of donors and engaged users. However after the split, additional suppressions were added to the the send list. This affected two things: the contact distribution may have been skewed and the sample size for the experiment was reduced. It is recommended that this is tested again perhaps in the context of a reactivation campaign.