How donor-centric language on a survey confirmation page can lead to increased giving
e3 Partners
Experiment Summary
Timeframe: 12/08/2021 - 01/04/2022
The team at I Am Second ran a calendar year end survey to it’s email file. The survey is a common strategy used during high urgency campaigns, particularly during CYE, getting people to agree and affirm the mission of the organization. After successfully completing a survey, the survey recipient is taken to a confirmation landing page, where they are thanked for their responses, reminded of the mission of the org, and then presented with an opportunity to make a gift.
The team wanted to test language that was LESS about the organization, and MORE about a connection with the donor. The only changes to the treatment were the headline, body copy, and a more succinct CTA. The bullet points that detail how the gift will be used remained the same as the control.
Research Question
We believe that copy on a survey confirmation page that connects more deeply with the survey participants will lead to increased giving when presented the opportunity.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.4% | $0.00 | ||
| T1: | Donor-Centric Copy Changes | 2.9% | 107.2% | 77.9% | $0.00 |
This experiment has a required sample size of 716 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
While the experiment did not validate due to a smaller than required sample size, and the level of confidence was below 95%, we did have some pivotal learnings.
While donations from all traffic saw around a ~37% lift with a 48.3% LoC, donations from NEW visitors saw ~ a 107% increase with a 78% level of confidence.
Key Takeaways: By including language that more deeply connects with the potential donor, I Am Second was able to increase their gifts from people that connected with their mission, using momentum to confirm those affirmations, and motivate the donor to take action immediately after survey completion. Also, the doubling of donations on the treatment for the new visitor segment may be a result of all the value prop work the team has been integrating for the new name acquisition file, thus showing that continued cultivation and value re-enforcement can lead to greater financial impact for the org.