How focusing on the impact of a donor’s gift affects click-through rate
Experiment ID: #194095
The Navigators
Experiment Summary
Ended On: 12/18/2024
This experiment was conducted as part of The Navigators’ calendar year-end fundraising campaign. The experiment was conducted through an email campaign sent to The Navigators’ donor base. It involved A/B testing, where the donor audience was split into two groups: one receiving the Control email and the other receiving the Treatment email.
The experiment aimed to refine messaging by focusing on tangible outcomes that resonate with The Navigators’ mission-driven donor base. Highlighting direct impact was expected to feel more personal and actionable, avoiding the discouragement large financial goals can create, and ultimately improving conversion rates.
The goal was to test if shifting focus from organizational goals to donor impact would improve donor engagement and conversion.
Research Question
We believe that focusing on the impact of the donor’s gift rather than mentioning the total financial goal will achieve an increase in donor conversion rate because it emphasizes the immediate and tangible outcomes of their support, making the decision to give feel more personal and actionable.
Design
C: Control
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)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.06% | ||
| T1: | Treatment #1 | 0.07% | 19.3% | 69.6% |
This experiment has a required sample size of 363,145 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 focusing on the impact of the donor's gift rather than mentioning the total financial goal can result in an increase in click-through rate, as evidenced by a 19.3% increase in clicks for all traffic in the treatment group. This indicates that emphasizing immediate and tangible outcomes of support can make the decision to give feel more personal and actionable for donors. However, the statistical level of confidence is below the 85% threshold, meaning these results are not considered valid and should not be used for future decision making. Additionally, the treatment group saw am invalid 16% decrease in donor conversion rate with only a 44% level of confidence. In future experimentation, it is important to continue testing messaging that highlights the impact of donor support in a personalized and actionable way. By refining messaging to focus on tangible outcomes, we have the potential to improve donor engagement and conversion rates. However, it is essential to ensure that results reach a statistically significant level of confidence before implementing any changes based on experimentation. Additionally, exploring different ways to communicate impact and value to donors can further optimize messaging strategies for future fundraising campaigns.