Pathway to Victory

How autonomy in an email impacts revenue and donor conversion

Experiment ID: #185050

Pathway to Victory

Experiment Summary

Ended On: 07/08/2024

Pathway to Victory is the broadcast ministry of First Baptist Dallas.

During June and December, PTV conducts matching campaigns to increase incentive for donors and prospective donors.

For the final email in the June campaign, we decided to test autonomy to see if that approach would encourage more gifts and higher gifts from donors

Research Question

We believe that utilizing an autonomy technique for email subscribers will achieve higher revenue due to an increase in gifts and average gift because the donor is making the decision themselves.

Design

C: Control
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T1: Treatment #1
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[thumb_776_395-height] => 395 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $24.50 $71.01
T1: Treatment #1 $32.82 34.0% 83.6% $82.37

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

The key learnings from this experiment on utilizing autonomy in email campaigns for Pathway to Victory’s matching campaigns are:

The treatment group, which received emails with an autonomy technique, experienced a 34.0% increase in revenue for all traffic compared to the control group. This includes a 16% in average gift and 15% increase in donor conversion.

Two gifts were removed from this experiment as they were viewed as outliers. A $1,200 gift from the control and $5,000 from the treatment.

 


Experiment Documented by NextAfter

Question about experiment #185050

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