How communicating the amount of a donation goes to the organization’s mission impacts overall revenue
Experiment ID: #46738
Focus on the Family
Experiment Summary
Ended On: 01/26/2021
Focus on the Family was sending an email appeal and recently adjusted the percentage of a donor’s gift amount that goes directly to ministry versus overhead cost for their organization. Historically, they had never communicated that to their donors. With the new higher percentage of the donor’s gift going directly to their organization, they wanted to test adding this message to the body copy of the donation page to see if they might be able to increase donor conversion.
Research Question
How will including the percentage of a donor’s gift that goes directly towards the organization’s mission impact donor conversion and overall revenue?
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.02 | $78.52 | ||
| T1: | Treatment #1 | $0.00 | -100.0% | 0.0% | $0.00 |
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 there was no valid lift in donor conversion, we did see a directional increase in overall revenue of 33%! By communicating to people that we are being good stewards of their money and that their gift now goes even further towards ministry impact, donors were even more generous and gave larger gifts than when we didn't communicate that to them. This tells us that this principle is important to donors, but that it doesn't impact the number of donors who convert, but instead it does impact the generosity of their gift.