How does mentioning a last gift date affect lapsed donor reactivation?
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?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.36% | ||
| T1: | Last Gift Date Included | 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
Including the last gift date does increase lapsed donor reactivation