How does focusing on a specific ministry over the full suite of programs affect donor conversion
Prison Fellowship International
Experiment Summary
Timeframe: 02/24/2021 - 03/29/2021
Prison Fellowship International launched its first content offer, Where Love & Justice Meet. Since this was a new initiative for them and they didn’t have many learnings from the market yet, we wanted to test which of their ministries were more likely to convert a donor. They have a mix of programs—prison bible studies, sponsorships for children of prisoners, and restorative justice projects. So to find out what converts a donor better, we did a 50/50 redirect split toward two different donation pages—The control, a donation page that showed how the reader’s donation would support their many prison ministries and 2. The Treatment, a page solely focused on the ministry and impact of a their prison bible study called The Prisoners Journey. The goal was to see which inspired more gifts. Because the copy on the donation page for The Prisoner’s Journey bible study was geared toward a monthly recurring donation ask, we made that form a tabbed donation form to highlight the recurring giving option, which was another variation in the test.
Research Question
Focusing in on one ministry that the donor will be supporting rather than all of the organizations outreach will allow for a deeper explanation of value prop as well as a simpler ask, and that will increase donor conversion.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | All Ministries Donation Page | 4.9% | ||
| T1: | The Prisoner's Journey Donation Page | 6.5% | 33.1% | 73.4% |
This experiment has a required sample size of 1,570 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
After a full month of testing, the results are inconclusive. Neither donation page outperformed the other in donor conversion at any level that was valid. Our hypothesis is that both pages had equally strong value prop and simply delving into one ministry is not enough to move a needle on an acquisition offer.
Another key metric we were aiming for was acquiring recurring donors. The TPJ page acquired three monthly donors in that time span and the general ministries donation page acquired 2, so no meaningful findings there either.
Our next step is to focus on the page specific to the Prisoners Journey and learn how we can use their Lamplighter’s program for monthly donors to TPJ as a greater incentive to give a recurring gift.