How exclusivity and impact factor into donor conversion
Experiment ID: #7124
Heritage Action for America
Experiment Summary
Timeframe: 06/27/2017 - 07/14/2017
During the acquisition campaign for Heritage Action’s Leaders Club, we were trying to acquire a new group of donors for the organization’s recurring giver club. As we were reviewing past campaigns, we realized that our historical messaging had focused on the exclusivity of joining the club. However, we had the hypothesis that donors would more likely join due to the impact their gift would have over the exclusivity of the club. We decided to test these two approaches against each other.
Research Question
Will exclusivity or impact have the greatest influence on donor conversion?
Design
C: Exclusivity
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Exclusivity | 3.5% | $28.70 | ||
| T1: | Impact | 3.6% | 2.6% | 14.7% | $46.74 |
This experiment has a required sample size of 329,979 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
It would seem that both factors were equally important in the donors’ minds. There was no statistically significant difference between the two versions.
Now, it is worth pointing out that both versions incorporated both exclusivity and impact into the copy; this test was focused on determining which one of these factors should be led with.