How Identity Language affects donor conversion on a fiscal year end donation page
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Experiment Summary
Timeframe: 06/29/2021 - 07/09/2021
During the Oblates Fiscal Year End campaign, we wanted to test identity language on different elements of the campaign. We tested this language on the donation page during the last two days of the campaign.
Research Question
Bringing clarity to who the donation helps will increase donor conversion.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 48.4% | $0.00 | ||
| T1: | Identity | 51.3% | 5.9% | 74.3% | $0.00 |
This experiment has a required sample size of 2,363 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 there was a distinct increase in giving from the email test, the donation page did not show as clear an impact. Our hypothesis is that the motivation was higher for all donation page visitors than for the people who opened the email. Further testing needs to be done for how we can use this strategy in the future.