How “Fighting the Negative” language on a donation page effects end of year giving
Experiment ID: #193871
The Heritage Foundation
Experiment Summary
Timeframe: 12/10/2024 - 12/16/2024
The team decided to test “Fighting the negative” copy against the more positive “Save the American Dream” copy. The treatment copy emphasized the impact of the radical Left’s bad policies and our need to not just overcome them but to utterly destroy and dismantle their grip on America. In the past because giving intent is high during end of year, it is difficult to get a valid experiment so the decision was made after week to end the test. The test showed a directional increase in transactions for the “Fighting the negative” version that did not mention fighting the “Administrative State” in the headline.
Research Question
We believe that framing the cta from a “fight the negative” perspective for prospects and members will achieve a lift in transactions.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 68672
[id] => 68672
[title] => Control.JPG
[filename] => Control.jpg
[filesize] => 129037
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[link] => https://www.nextafter.com/experiments/how-fighting-the-negative-language-on-a-donation-page-effects-end-of-year-giving/attachment/control-jpg-3490/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-3490
[status] => inherit
[uploaded_to] => 68671
[date] => 2024-12-17 19:54:06
[modified] => 2024-12-17 19:54:06
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1017
[height] => 783
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-300x231.jpg
[medium-width] => 300
[medium-height] => 231
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-768x591.jpg
[medium_large-width] => 640
[medium_large-height] => 493
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[large-width] => 640
[large-height] => 493
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[1536x1536-width] => 1017
[1536x1536-height] => 783
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[2048x2048-width] => 1017
[2048x2048-height] => 783
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-50x38.jpg
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[full-width] => 1017
[full-height] => 783
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x286.jpg
[thumb_372-width] => 372
[thumb_372-height] => 286
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-812x625.jpg
[single_post_thumbnail-width] => 812
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-32x25.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 25
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-48x37.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-64x49.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-128x99.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 99
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-87x67.jpg
[thumb_122_67-width] => 87
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-153x118.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 118
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-130x100.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 100
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-230x177.jpg
[thumb_232_177-width] => 230
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-544x419.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 419
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-271x209.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 209
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-271x209.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 209
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-223x172.jpg
[thumb_272_172-width] => 223
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x286.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 286
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x286.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 286
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-351x270.jpg
[thumb_385_270-width] => 351
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-313x241.jpg
[thumb_416_241-width] => 313
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-448x345.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 345
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-896x690.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 690
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-496x382.jpg
[thumb_574_382-width] => 496
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-513x395.jpg
[thumb_776_395-width] => 513
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 68673
[id] => 68673
[title] => Fight_Back.JPG
[filename] => Fight_Back.jpg
[filesize] => 123769
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[link] => https://www.nextafter.com/experiments/how-fighting-the-negative-language-on-a-donation-page-effects-end-of-year-giving/attachment/fight_back-jpg/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => fight_back-jpg
[status] => inherit
[uploaded_to] => 68671
[date] => 2024-12-17 19:54:11
[modified] => 2024-12-17 19:54:11
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1094
[height] => 791
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-300x217.jpg
[medium-width] => 300
[medium-height] => 217
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-768x555.jpg
[medium_large-width] => 640
[medium_large-height] => 463
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-1024x740.jpg
[large-width] => 640
[large-height] => 463
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[1536x1536-width] => 1094
[1536x1536-height] => 791
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[2048x2048-width] => 1094
[2048x2048-height] => 791
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[full-width] => 1094
[full-height] => 791
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-372x269.jpg
[thumb_372-width] => 372
[thumb_372-height] => 269
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-864x625.jpg
[single_post_thumbnail-width] => 864
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-128x93.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 93
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-153x111.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 111
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-130x94.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 94
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-232x168.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 168
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-544x393.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 393
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-271x196.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 196
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-271x196.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 196
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-238x172.jpg
[thumb_272_172-width] => 238
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-372x269.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 269
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-372x269.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 269
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-373x270.jpg
[thumb_385_270-width] => 373
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-333x241.jpg
[thumb_416_241-width] => 333
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-448x324.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 324
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-896x648.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 648
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-528x382.jpg
[thumb_574_382-width] => 528
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-546x395.jpg
[thumb_776_395-width] => 546
[thumb_776_395-height] => 395
) ) [2] => Array
(
[ID] => 68674
[id] => 68674
[title] => Administrative_State.JPG
[filename] => Administrative_State.jpg
[filesize] => 129287
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[link] => https://www.nextafter.com/experiments/how-fighting-the-negative-language-on-a-donation-page-effects-end-of-year-giving/attachment/administrative_state-jpg/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => administrative_state-jpg
[status] => inherit
[uploaded_to] => 68671
[date] => 2024-12-17 19:54:14
[modified] => 2024-12-17 19:54:14
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1120
[height] => 804
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-300x215.jpg
[medium-width] => 300
[medium-height] => 215
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-768x551.jpg
[medium_large-width] => 640
[medium_large-height] => 459
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-1024x735.jpg
[large-width] => 640
[large-height] => 459
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[1536x1536-width] => 1120
[1536x1536-height] => 804
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[2048x2048-width] => 1120
[2048x2048-height] => 804
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[full-width] => 1120
[full-height] => 804
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-372x267.jpg
[thumb_372-width] => 372
[thumb_372-height] => 267
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-871x625.jpg
[single_post_thumbnail-width] => 871
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-48x34.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-128x92.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-153x110.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-130x93.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-232x167.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 167
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-544x391.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 391
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-271x195.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 195
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-271x195.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 195
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-240x172.jpg
[thumb_272_172-width] => 240
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-372x267.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 267
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-372x267.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 267
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-376x270.jpg
[thumb_385_270-width] => 376
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-336x241.jpg
[thumb_416_241-width] => 336
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-448x322.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 322
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-896x643.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 643
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-532x382.jpg
[thumb_574_382-width] => 532
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-550x395.jpg
[thumb_776_395-width] => 550
[thumb_776_395-height] => 395
) ) )
T1: Fight Back
Array
(
[0] => Array
(
[ID] => 68672
[id] => 68672
[title] => Control.JPG
[filename] => Control.jpg
[filesize] => 129037
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[link] => https://www.nextafter.com/experiments/how-fighting-the-negative-language-on-a-donation-page-effects-end-of-year-giving/attachment/control-jpg-3490/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-3490
[status] => inherit
[uploaded_to] => 68671
[date] => 2024-12-17 19:54:06
[modified] => 2024-12-17 19:54:06
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1017
[height] => 783
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-300x231.jpg
[medium-width] => 300
[medium-height] => 231
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-768x591.jpg
[medium_large-width] => 640
[medium_large-height] => 493
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[large-width] => 640
[large-height] => 493
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[1536x1536-width] => 1017
[1536x1536-height] => 783
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[2048x2048-width] => 1017
[2048x2048-height] => 783
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-50x38.jpg
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[full-width] => 1017
[full-height] => 783
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x286.jpg
[thumb_372-width] => 372
[thumb_372-height] => 286
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-812x625.jpg
[single_post_thumbnail-width] => 812
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-32x25.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 25
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-48x37.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-64x49.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-128x99.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 99
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-87x67.jpg
[thumb_122_67-width] => 87
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-153x118.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 118
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-130x100.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 100
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-230x177.jpg
[thumb_232_177-width] => 230
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-544x419.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 419
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-271x209.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 209
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-271x209.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 209
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-223x172.jpg
[thumb_272_172-width] => 223
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x286.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 286
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x286.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 286
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-351x270.jpg
[thumb_385_270-width] => 351
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-313x241.jpg
[thumb_416_241-width] => 313
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-448x345.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 345
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-896x690.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 690
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-496x382.jpg
[thumb_574_382-width] => 496
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-513x395.jpg
[thumb_776_395-width] => 513
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 68673
[id] => 68673
[title] => Fight_Back.JPG
[filename] => Fight_Back.jpg
[filesize] => 123769
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[link] => https://www.nextafter.com/experiments/how-fighting-the-negative-language-on-a-donation-page-effects-end-of-year-giving/attachment/fight_back-jpg/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => fight_back-jpg
[status] => inherit
[uploaded_to] => 68671
[date] => 2024-12-17 19:54:11
[modified] => 2024-12-17 19:54:11
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1094
[height] => 791
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-300x217.jpg
[medium-width] => 300
[medium-height] => 217
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-768x555.jpg
[medium_large-width] => 640
[medium_large-height] => 463
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-1024x740.jpg
[large-width] => 640
[large-height] => 463
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[1536x1536-width] => 1094
[1536x1536-height] => 791
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[2048x2048-width] => 1094
[2048x2048-height] => 791
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[full-width] => 1094
[full-height] => 791
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-372x269.jpg
[thumb_372-width] => 372
[thumb_372-height] => 269
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-864x625.jpg
[single_post_thumbnail-width] => 864
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-128x93.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 93
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-153x111.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 111
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-130x94.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 94
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-232x168.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 168
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-544x393.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 393
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-271x196.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 196
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-271x196.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 196
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-238x172.jpg
[thumb_272_172-width] => 238
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-372x269.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 269
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-372x269.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 269
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-373x270.jpg
[thumb_385_270-width] => 373
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-333x241.jpg
[thumb_416_241-width] => 333
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-448x324.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 324
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-896x648.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 648
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-528x382.jpg
[thumb_574_382-width] => 528
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-546x395.jpg
[thumb_776_395-width] => 546
[thumb_776_395-height] => 395
) ) [2] => Array
(
[ID] => 68674
[id] => 68674
[title] => Administrative_State.JPG
[filename] => Administrative_State.jpg
[filesize] => 129287
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[link] => https://www.nextafter.com/experiments/how-fighting-the-negative-language-on-a-donation-page-effects-end-of-year-giving/attachment/administrative_state-jpg/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => administrative_state-jpg
[status] => inherit
[uploaded_to] => 68671
[date] => 2024-12-17 19:54:14
[modified] => 2024-12-17 19:54:14
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1120
[height] => 804
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-300x215.jpg
[medium-width] => 300
[medium-height] => 215
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-768x551.jpg
[medium_large-width] => 640
[medium_large-height] => 459
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-1024x735.jpg
[large-width] => 640
[large-height] => 459
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[1536x1536-width] => 1120
[1536x1536-height] => 804
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[2048x2048-width] => 1120
[2048x2048-height] => 804
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[full-width] => 1120
[full-height] => 804
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-372x267.jpg
[thumb_372-width] => 372
[thumb_372-height] => 267
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-871x625.jpg
[single_post_thumbnail-width] => 871
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-48x34.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-128x92.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-153x110.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-130x93.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-232x167.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 167
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-544x391.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 391
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-271x195.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 195
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-271x195.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 195
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-240x172.jpg
[thumb_272_172-width] => 240
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-372x267.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 267
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-372x267.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 267
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-376x270.jpg
[thumb_385_270-width] => 376
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-336x241.jpg
[thumb_416_241-width] => 336
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-448x322.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 322
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-896x643.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 643
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-532x382.jpg
[thumb_574_382-width] => 532
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-550x395.jpg
[thumb_776_395-width] => 550
[thumb_776_395-height] => 395
) ) )
T2: Administrative State
Array
(
[0] => Array
(
[ID] => 68672
[id] => 68672
[title] => Control.JPG
[filename] => Control.jpg
[filesize] => 129037
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[link] => https://www.nextafter.com/experiments/how-fighting-the-negative-language-on-a-donation-page-effects-end-of-year-giving/attachment/control-jpg-3490/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-3490
[status] => inherit
[uploaded_to] => 68671
[date] => 2024-12-17 19:54:06
[modified] => 2024-12-17 19:54:06
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1017
[height] => 783
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-300x231.jpg
[medium-width] => 300
[medium-height] => 231
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-768x591.jpg
[medium_large-width] => 640
[medium_large-height] => 493
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[large-width] => 640
[large-height] => 493
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[1536x1536-width] => 1017
[1536x1536-height] => 783
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[2048x2048-width] => 1017
[2048x2048-height] => 783
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-50x38.jpg
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.jpg
[full-width] => 1017
[full-height] => 783
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x286.jpg
[thumb_372-width] => 372
[thumb_372-height] => 286
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-812x625.jpg
[single_post_thumbnail-width] => 812
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-32x25.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 25
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-48x37.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-64x49.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-128x99.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 99
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-87x67.jpg
[thumb_122_67-width] => 87
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-153x118.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 118
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-130x100.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 100
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-230x177.jpg
[thumb_232_177-width] => 230
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-544x419.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 419
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-271x209.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 209
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-271x209.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 209
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-223x172.jpg
[thumb_272_172-width] => 223
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x286.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 286
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x286.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 286
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-351x270.jpg
[thumb_385_270-width] => 351
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-313x241.jpg
[thumb_416_241-width] => 313
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-448x345.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 345
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-896x690.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 690
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-496x382.jpg
[thumb_574_382-width] => 496
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-513x395.jpg
[thumb_776_395-width] => 513
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 68673
[id] => 68673
[title] => Fight_Back.JPG
[filename] => Fight_Back.jpg
[filesize] => 123769
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[link] => https://www.nextafter.com/experiments/how-fighting-the-negative-language-on-a-donation-page-effects-end-of-year-giving/attachment/fight_back-jpg/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => fight_back-jpg
[status] => inherit
[uploaded_to] => 68671
[date] => 2024-12-17 19:54:11
[modified] => 2024-12-17 19:54:11
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1094
[height] => 791
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-300x217.jpg
[medium-width] => 300
[medium-height] => 217
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-768x555.jpg
[medium_large-width] => 640
[medium_large-height] => 463
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-1024x740.jpg
[large-width] => 640
[large-height] => 463
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[1536x1536-width] => 1094
[1536x1536-height] => 791
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[2048x2048-width] => 1094
[2048x2048-height] => 791
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back.jpg
[full-width] => 1094
[full-height] => 791
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-372x269.jpg
[thumb_372-width] => 372
[thumb_372-height] => 269
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-864x625.jpg
[single_post_thumbnail-width] => 864
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-48x35.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 35
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-128x93.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 93
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-153x111.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 111
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-130x94.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 94
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-232x168.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 168
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-544x393.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 393
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-271x196.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 196
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-271x196.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 196
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-238x172.jpg
[thumb_272_172-width] => 238
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-372x269.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 269
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-372x269.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 269
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-373x270.jpg
[thumb_385_270-width] => 373
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-333x241.jpg
[thumb_416_241-width] => 333
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-448x324.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 324
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-896x648.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 648
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-528x382.jpg
[thumb_574_382-width] => 528
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Fight_Back-546x395.jpg
[thumb_776_395-width] => 546
[thumb_776_395-height] => 395
) ) [2] => Array
(
[ID] => 68674
[id] => 68674
[title] => Administrative_State.JPG
[filename] => Administrative_State.jpg
[filesize] => 129287
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[link] => https://www.nextafter.com/experiments/how-fighting-the-negative-language-on-a-donation-page-effects-end-of-year-giving/attachment/administrative_state-jpg/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => administrative_state-jpg
[status] => inherit
[uploaded_to] => 68671
[date] => 2024-12-17 19:54:14
[modified] => 2024-12-17 19:54:14
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1120
[height] => 804
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-300x215.jpg
[medium-width] => 300
[medium-height] => 215
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-768x551.jpg
[medium_large-width] => 640
[medium_large-height] => 459
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-1024x735.jpg
[large-width] => 640
[large-height] => 459
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[1536x1536-width] => 1120
[1536x1536-height] => 804
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[2048x2048-width] => 1120
[2048x2048-height] => 804
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State.jpg
[full-width] => 1120
[full-height] => 804
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-372x267.jpg
[thumb_372-width] => 372
[thumb_372-height] => 267
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-871x625.jpg
[single_post_thumbnail-width] => 871
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-48x34.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-64x46.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 46
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-128x92.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 92
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-93x67.jpg
[thumb_122_67-width] => 93
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-153x110.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 110
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-130x93.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 93
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-232x167.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 167
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-544x391.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 391
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-271x195.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 195
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-271x195.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 195
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-240x172.jpg
[thumb_272_172-width] => 240
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-372x267.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 267
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-372x267.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 267
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-376x270.jpg
[thumb_385_270-width] => 376
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-336x241.jpg
[thumb_416_241-width] => 336
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-448x322.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 322
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-896x643.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 643
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-532x382.jpg
[thumb_574_382-width] => 532
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Administrative_State-550x395.jpg
[thumb_776_395-width] => 550
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.4% | $92.57 | ||
| T1: | Fight Back | 2.8% | 16.4% | 52.0% | $143.74 |
| T2: | Administrative State | 2.3% | -5.9% | 21.1% | $88.00 |
This experiment has a required sample size of 9,794 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
The key learnings from this experiment are that the “Fighting the negative” copy without mentioning fighting the “Administrative State” in the headline led to a 16.4% increase in transactions for all traffic. However, the statistical level of confidence was only 52.0%, which means that these results cannot be considered valid for future decision making.
In future experimentation, we should aim for a higher statistical level of confidence, ideally above 85%, to ensure that the results are reliable and can be used to make informed decisions. Additionally, we could consider further testing different variations of the copy to see if there is a consistent increase in transactions with the “Fighting the negative” messaging. It is also important to continue monitoring and analyzing the results of future experiments to gather more data and insights that can drive more successful outcomes.