How framing the message around the donor’s impact affects conversion
The Heritage Foundation
Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.
Experiment Summary
Timeframe: 12/12/2014 - 12/17/2014
The standard messaging points employed by Heritage have been refined over many years across multiple channels. At the start of the year end campaign, we decided to test how the information is presented to the donor. The control uses standard messaging while the new treatment would take the same information but frame it around how the accomplishments were the result of the donor, not the organization.
Research Question
A landing page with donor-centric language will have a higher conversion rate than one that focuses on the accomplishments as a result of Heritage.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Organization-centric Language | 3.9% | ||
| T1: | Donor-centric Language | 4.8% | 22.9% | 93.2% |
This experiment has a required sample size of 4,002 in order to be valid. Since the experiment had a total sample size of 6,916, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The messaging points of Heritage have not changed but we have learned that we need to frame them around the donor instead of around the organization.