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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T1: Donation mention
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13 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10.png [full-width] => 1260 [full-height] => 4895 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-372x1445.png [thumb_372-width] => 372 [thumb_372-height] => 1445 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-161x625.png [single_post_thumbnail-width] => 161 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-8x32.png [thumb_32_32-width] => 8 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/342713822_1737669655383_screencapture-21166375-hubspotpreview-na1-hcms-preview-email-184984508801-2025-01-23-15_29_10-12x48.png [thumb_48_48-width] => 12 [thumb_48_48-height] => 48 [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

 Treatment NameClick RateRelative DifferenceConfidence
C: No donation mention 0.00%
T1: Donation mention 0.04%14,103.3% 100.0%

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.


Experiment Documented by NextAfter

Question about experiment #194726

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