How do the perceived benefits associated with becoming a recurring donor impact donor conversion rate?
The Navigators
Experiment Summary
Ended On: 03/01/2024
For The Navigator’s February Sustainers Appeal, we hypothesized that calling out the benefits of becoming a monthly partner would increase our click-through rate as well as our donor conversion rate. The control email emphasized the importance and need for monthly partners, focusing heavily on the difference it would make for the organization. Whereas, the treatment focused on the benefits for the donor themselves.
This test ran as a 50/50 split to their housefile audience in an effort to acquire more recurring donors as well as test what motivates their audience to give.
Research Question
We believe that including the benefits of becoming a monthly partner for the donor will achieve an increase in donor conversion rate because the perceived exclusivity and incentives associated with becoming a monthly partner are more valuable to the user.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 5.2% | ||
| T1: | Treatment #1 | 13.5% | 159.7% | 99.6% |
This experiment has a required sample size of 96 in order to be valid. Since the experiment had a total sample size of 399, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 159.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The A/B experiment conducted for The Navigator’s February Sustainers Appeal tested the impact of emphasizing the benefits of becoming a monthly partner for the donor, as opposed to focusing on the organization’s need for monthly partners.
The treatment email, which highlighted the benefits for the donor, showed a 161.3% increase in donations for All Traffic compared to the control email with a 99.6% level of confidence. These results did validate based on the 95% level of confidence that we strive for. Therefore, we can conclude that the perceived benefits of becoming a monthly donor were very effective at motivating individuals to take the next step and initiate a recurring gift. This also suggests that the incentives will work well for The Navigators audience.
In future experimentation, it would be interesting to test where we can apply this concept to other campaigns and initiatives of the Navigators, including other appeals or their Eagle Lake campaign.