How “hero-focused” language affects donor conversion

Experiment ID: #98384


CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.

Experiment Summary

Ended On: 06/22/2022

Donors are heroes. Or, so the common logic goes. CaringBridge had heard over and over again at conferences and speaking engagements how important it is to make the donor feel like a hero. So, they decided to test it themselves.

In their first appeal for their anniversary campaign, they had a very personal story from the campaign manager. They decided to replace this copy with copy that highlighted the donor as the hero.

They tested this by splitting their email file in half and sending one treatment to each half.

Research Question

We believe that leveraging hero language for previous donors will achieve an increase in conversion rate.


C: Control
T1: Treatment #1


  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.42%
T1: Treatment #1 0.50% 18.1% 79.0%

This experiment has a required sample size of 60,182 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 results weren’t statistically valid, there was a directional lift using the “hero” copy that focused the attention on the donors.

This will need to be re-tested, but signs point to the fact that giving the donor a sort of platitude that makes them feel good can increase results.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #98384

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.