How “hero-focused” language affects donor conversion
CaringBridge
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.
Design
Results
| 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.