How donor-centric language impacted donations
Experiment ID: #157649
Dallas Theological Seminary
Experiment Summary
Timeframe: 06/21/2023 - 07/02/2023
DTS’ Genesis course offer is producing a low instant donor conversion rate. When user’s sign up for the Genesis online course, they are redirected to an instant donation page where they have the opportunity to give. We want to see if we can get more people to give after signing up for the course.
We’ve developed a treatment which focuses especially on the donor. It includes much “you” language and focuses on the donor’s perspective and what they can help accomplish.
This differs from the control page, which uses much organization-centric language – “we” language.
Research Question
We believe that donor-centric value proposition for donation page visitors will achieve an increase in donations because the value proposition and reasons to give will pertain to them on their impact rather than the organization’s.
Design
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 8.1% | $66.67 | ||
| T1: | Variant 1 | 11.8% | 45.1% | 43.4% | $60.00 |
This experiment has a required sample size of 528 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 running for 8 days, the treatment produced a 45.1% increase in donor conversion rate with a 43% level of confidence. It also produced a 30.6% lift in revenue with a 65% level of confidence. Unfortunately, external factors prevented this experiment from running any longer.
Despite the limitations, this promising trend may prove this to be a experiment worth running for your organization.
The treatment was trending in the right direction, but before we can roll it out, we'll need to test it for a longer period of time.