Pathway to Victory
How does an email house file respond to a donation ask in Pastors Pen
Experiment ID: #194726
Pathway to Victory
Experiment Summary
Timeframe: 01/17/2025 - 01/23/2025
Pathway to Victory is the broadcast ministry of First Dallas.
One of PTV’s best performaning direct mail pieces is called Pastors Pen. It is a letter from Dr. Jeffress with an encouraging word. On the direct mail piece, the bottom is a tear away section with a donation ask toward the ministry of PTV.
For the last few months we have offered Pastors Pen as a cultivation email. As the letter does well in fundraising through direct mail we decided to test a donation ask that matched the direct mail ask.
Research Question
We believe that adding a donation ask for email subscribers will achieve an increase in donations because we have seen the trend with direct mail.
Design
C: No donation mention
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[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-16x64.png
[thumb_64_64-width] => 16
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-33x128.png
[thumb_128_128-width] => 33
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-17x67.png
[thumb_122_67-width] => 17
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-39x153.png
[thumb_153_153-width] => 39
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-42x163.png
[thumb_130_163-width] => 42
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-46x177.png
[thumb_232_177-width] => 46
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-167x650.png
[thumb_272_325-width] => 167
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-89x346.png
[thumb_271_346-width] => 89
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-70x271.png
[thumb_271_271-width] => 70
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-44x172.png
[thumb_272_172-width] => 44
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-119x461.png
[thumb_372_461-width] => 119
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-129x500.png
[thumb_372_500-width] => 129
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-69x270.png
[thumb_385_270-width] => 69
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-62x241.png
[thumb_416_241-width] => 62
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-106x410.png
[thumb_448_410-width] => 106
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-211x820.png
[thumb_448_410_retina-width] => 211
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-98x382.png
[thumb_574_382-width] => 98
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-102x395.png
[thumb_776_395-width] => 102
[thumb_776_395-height] => 395
) ) )
Results
This experiment has a required sample size of
9,020 in order to be valid. Since the experiment had a total sample size of
653,209, 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:
14,103.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are:
Obviously adding something to click versus no click let to an increase in engagements. But those engagements totaled 3 gifts for $85 in revenue that would not have been raised otherwise.
For February we will continue testing with a donation ask vs a ask to receive the direct mail version of Pastors Pen with an instant donation page.