How including a premium in slide out copy impacts donor conversion metrics during a high urgency campaign
Experiment ID: #197912
Moody Radio
Experiment Summary
Timeframe: 06/02/2025 - 06/05/2025
During Moody Radio’s Fiscal Year End Campaign, they were offering a physical premium with any gift amount. In order to better understand how their audience responds to premiums, we tested mentioning the premium within the copy of the slide-out. All other factors remained constant.
The treatment was shown to half of the traffic to Moody Radio’s content pages.
Research Question
We believe that including the premium in the fiscal year end slide out copy for Moody Radio content page visitors will achieve an increase in donor conversion metrics because it offers an incentive to give to their fiscal year end campaign.
Design
C: Control
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)
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.06% | ||
| T1: | Treatment #1 | 0.19% | 238.1% | 95.0% |
This experiment has a required sample size of 5,255 in order to be valid. Since the experiment had a total sample size of 10,602, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 238.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that including information about the physical premium in the fiscal year end slide-out copy for Moody Radio content page visitors significantly increased donor conversion metrics. The treatment resulted in a 238.1% increase in donations for all traffic with a 95.0% statistical level of confidence, indicating that the inclusion of the premium was a successful strategy. Therefore, including the premium in the copy produced not only more clicks to the FYE donation page, but it also produced more motivated traffic to give. In future experimentation, it is important to continue testing the effectiveness of incentives, such as physical premiums, in encouraging donations. It would be beneficial to explore different types of incentives and how they impact donor behavior. Additionally, considering the success of this experiment, it may be worthwhile to incorporate information about premiums in other fundraising initiatives to further boost donor conversion rates. Regular testing and optimization based on data-driven insights will help Moody Radio continue to improve their fundraising efforts and maximize donor engagement.