How communal language on a campaign sticky bar affects donations
KCBI
Experiment Summary
Timeframe: 04/21/2021 - 04/27/2021
During KCBI’s spring campaign, we wanted to test communal language on their campaign sticky bar. Their typical sticky bar language focused on the urgency of the need and the end of the campaign with a countdown sticky bar. We paired that urgency and countdown with language that focused on the common value proposition that brings the reader into the community of KCBI. This language matches much of the way they talk on air during their fundraisers and they talk to their constituents like family. So it was a natural fit for their audience.
Research Question
Communal language on a sticky bar will lead to stronger donor conversion
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 20.6% | $0.00 | ||
| T1: | Communal Language | 18.4% | -10.5% | 36.5% | $0.00 |
This experiment has a required sample size of 2,570 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 communal language increased donations by 16% and revenue by 29%. And there were no demographics that experienced a valid decrease in conversion. Our hypothesis was correct that using communal language coupled with urgency would resonate with their audience. That is because the copy started by connecting the most important points of value for their readers, connecting those to the mission and the outcome of the campaign.