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Human Coalition

How does sending voicemails during a high-urgency campaign affect donor response?

Experiment ID: #195141

Human Coalition

Experiment Summary

Timeframe: 11/22/2024 - 12/31/2024

Human Coalition is interested in expanding their multichannel approach to fundraising, and decided to test the effectiveness of sending voicemails to a portion of their active donor list during a high urgency campaign.

The control group received the standard campaign emails and Facebook ads.

The treatment group received the same communication as the control group along with a series of 4 voicemails that were delivered through Slybroadcast over a period of 4 weeks. The content of these voicemails mirrored the content of emails in the campaign and were most often sent from the same person.

Research Question

We believe that adding voicemails to a multichannel high-urgency campaign for active donors will achieve a higher average gift because of the added personal touch points, relationship cultivation, and sense of ownership that a donor will feel.

Design

C: Control (No Voicemails)
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T1: Treatment (Voicemails)
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https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-232x131.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 131 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-271x152.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 152 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-271x152.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 152 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-385x217.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 217 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails-702x395.png [thumb_776_395-width] => 702 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 169 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 225 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_Voicemails.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 338 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control (No Voicemails) $6.24 $222.24
T1: Treatment (Voicemails) $10.05 60.9% 89.3% $260.98

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 learnings from this experiment are that adding voicemails to a multichannel high-urgency campaign for active donors can lead to a significant increase in revenue. The treatment group, which received voicemails in addition to the standard campaign emails and Facebook ads, saw a 60.9% increase in revenue compared to the control group. Further analysis of the data showed that the treatment group also increased the number of donations by 37% at a 98% level of confidence.

This result suggests that the personal touch points, relationship cultivation, and sense of ownership that voicemails provide can have a positive impact on donor engagement and giving behavior. While the statistical level of confidence is below 95% for increasing revenue, the strong results warrant further testing of this strategy.

In future experimentation, it would be beneficial to continue testing the effectiveness of adding voicemails to multichannel fundraising campaigns, perhaps with variations in the timing, frequency, or content of the voicemails. Additionally, collecting qualitative feedback from donors who received the voicemails could provide insights into why they may have been more effective in driving donations. Overall, this experiment highlights the potential of using voicemails as a valuable tool in donor communication and fundraising efforts.

Experiment Documented by NextAfter

Question about experiment #195141

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