How does mentioning a last gift date affect lapsed donor reactivation? - NextAfter
The Missionary Oblates of Mary Immaculate

How does mentioning a last gift date affect lapsed donor reactivation?

Experiment ID: #42740

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Timeframe: 12/30/2020 - 12/31/2020

During their calendar year end campaign, we tested mentioning the lapsed donor’s last gift date. One version was the same copy as the other campaigns. The test version included the last gift date and last gift amount for each lapsed donor. The purpose was to remind them that it had been some time since they last gave. We only included donors who had not given in the last 5 years. This was tested over a series of three emails, one campaign email, one final day campaign email and then a forward of that email from the primary signer’s secretary.

Research Question

Does simply including a lapsed donor’s last gift date gently nudge them to give again?


C: Control
T1: Treatment #1


  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.36%
T1: Treatment #1 1.2% 247.2% 98.9%

This experiment has a required sample size of 758 in order to be valid. Since the experiment had a total sample size of 2,673, 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
× 247.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

This test shows that including their last gift date does prompt lapsed donors to give again.

Experiment Documented by Nathan Hill
Nathan Hill is Vice President of Marketing at NextAfter.

Question about experiment #42740

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