How does customizing a gift array based on a donor’s giving history impact revenue
Experiment ID: #194263
Pathway to Victory
Experiment Summary
Ended On: 12/27/2024
Pathway to Victory is the broadcast ministry of First Baptist Dallas.
For PTV’s year-end efforts, we decided to test the gift array on our donation page.
The control gift array for everyone is $25, $50, $100, $200
We used the donor’s HPC (highest previous contribution) or largest gift as the base for the treatment. Then we multiplied the amount by 1.5, 2, 2.5, 3.
To execute this experiment
This organization uses HubSpot as its email marketing platform and Anedot as a donation platform, but this experiment is possible with other platforms.
First, we created new calculated contact properties within HubSpot, which took the largest gift amount and multiplied it by 1.5, 2, 2.5, and 3. We also had the contact property round up to the nearest dollar so the donor would not see random amounts with cents.
Second, we reviewed Anedot’s documentation on how to pass the custom amounts.
This test can still be conducted for organizations that do not have these platforms.
Use a spreadsheet to calculate the custom amounts and upload them to your email marketing platform as new fields. Then consult your donation platform documentation to see if/how to pass custom amounts.
If your donation platform does not allow custom amounts, you could break this test into buckets based on HPC. For instance, $1-50, $51-100, $101-150, $151-200, etc, or in whatever buckets best fit your organization. Then, you can AB test by sending half of the bucket to the control and half to a different donation page with a gift array that best fits that bucket’s range.
Research Question
We believe that customizing the gift array for donors will achieve a higher revenue per donor because the amount is specific to their giving history.
Design
C: Typical Gift Array
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Typical Gift Array | $21.44 | $64.33 | ||
| T1: | Customized Gift Array | $30.15 | 40.6% | 79.5% | $78.85 |
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
The key learning from this experiment is that customizing the gift array for donors based on their giving history can potentially lead to an increase in revenue per donor. In this particular case, the treatment with customized gift amounts based on the donor's highest previous contribution saw a 40.6% increase in revenue for all traffic.
However, it is important to note that the statistical level of confidence was only 79.5%, which is below the generally accepted threshold of 85%. This means that the results of the experiment cannot be considered valid and should not be used for future decision making.
We will be conducting further analysis on this test to see how much more individuals gave based on the gift array.