How including a small, tangible goal impacted overall donor conversion
Experiment ID: #16255
Buckner International
Experiment Summary
Timeframe: 05/20/2019 - 06/02/2019
Buckner International was running an appeal around providing scholarships to foster children in order to go to camp. In the past, we had observed increased results when we used small, tangible goals in our appeal but it had never been tested directly. We decided to run a head-to-head test for this campaign to understand the impact of using these small goals with the Buckner donor file.
For this campaign, we split the full house file in half and send three total emails to each segment. The control segment would not have a goal and the treatment segment would have a goal of sending 10 children to camp. We would then combine the giving across all three messages to validate the results.
Research Question
Does adding a small, tangible goal help motivate donors to make a gift?
Design
C: No Goal
Array
(
[0] => Array
(
[ID] => 16402
[id] => 16402
[title] => No_Goal-5.jpg
[filename] => No_Goal-5.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[link] => https://www.nextafter.com/experiments/how-including-a-small-tangible-goal-impacted-overall-donor-conversion/attachment/no_goal-5-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => no_goal-5-jpg
[status] => inherit
[uploaded_to] => 16401
[date] => 2021-02-25 11:28:53
[modified] => 2021-02-25 11:28:53
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1344
[height] => 1022
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-300x228.jpg
[medium-width] => 300
[medium-height] => 228
[medium_large] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-768x584.jpg
[medium_large-width] => 640
[medium_large-height] => 487
[large] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-1024x779.jpg
[large-width] => 640
[large-height] => 487
[1536x1536] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[1536x1536-width] => 1344
[1536x1536-height] => 1022
[2048x2048] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[2048x2048-width] => 1344
[2048x2048-height] => 1022
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 532
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-50x38.jpg
[admin-width] => 50
[admin-height] => 38
[full] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[full-width] => 1344
[full-height] => 1022
[thumb_372] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-372x283.jpg
[thumb_372-width] => 372
[thumb_372-height] => 283
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-822x625.jpg
[single_post_thumbnail-width] => 822
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-32x24.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-48x37.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-64x49.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-128x97.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 97
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-88x67.jpg
[thumb_122_67-width] => 88
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-153x116.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 116
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-130x99.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 99
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-232x177.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-544x414.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 414
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-271x206.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 206
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-271x206.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 206
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-226x172.jpg
[thumb_272_172-width] => 226
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-372x283.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 283
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-372x283.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 283
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-355x270.jpg
[thumb_385_270-width] => 355
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-317x241.jpg
[thumb_416_241-width] => 317
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-448x341.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 341
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-896x681.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 681
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-502x382.jpg
[thumb_574_382-width] => 502
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-519x395.jpg
[thumb_776_395-width] => 519
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 228
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 304
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 456
)
)
[1] => Array
(
[ID] => 16403
[id] => 16403
[title] => Small_Goal-5.jpg
[filename] => Small_Goal-5.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[link] => https://www.nextafter.com/experiments/how-including-a-small-tangible-goal-impacted-overall-donor-conversion/attachment/small_goal-5-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => small_goal-5-jpg
[status] => inherit
[uploaded_to] => 16401
[date] => 2021-02-25 11:29:02
[modified] => 2021-02-25 11:29:02
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1312
[height] => 1064
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-300x243.jpg
[medium-width] => 300
[medium-height] => 243
[medium_large] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-768x623.jpg
[medium_large-width] => 640
[medium_large-height] => 519
[large] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-1024x830.jpg
[large-width] => 640
[large-height] => 519
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[1536x1536-width] => 1312
[1536x1536-height] => 1064
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[2048x2048-width] => 1312
[2048x2048-height] => 1064
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 568
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-50x41.jpg
[admin-width] => 50
[admin-height] => 41
[full] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[full-width] => 1312
[full-height] => 1064
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-372x302.jpg
[thumb_372-width] => 372
[thumb_372-height] => 302
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-771x625.jpg
[single_post_thumbnail-width] => 771
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-32x26.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-48x39.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-64x52.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 52
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-128x104.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 104
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-83x67.jpg
[thumb_122_67-width] => 83
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-153x124.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 124
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-130x105.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 105
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-218x177.jpg
[thumb_232_177-width] => 218
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-544x441.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 441
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-271x220.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 220
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-271x220.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 220
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-212x172.jpg
[thumb_272_172-width] => 212
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-372x302.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 302
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-372x302.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 302
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-333x270.jpg
[thumb_385_270-width] => 333
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-297x241.jpg
[thumb_416_241-width] => 297
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-448x363.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 363
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-896x727.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 727
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-471x382.jpg
[thumb_574_382-width] => 471
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-487x395.jpg
[thumb_776_395-width] => 487
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 243
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 324
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 487
)
)
)
T1: Small Goal
Array
(
[0] => Array
(
[ID] => 16402
[id] => 16402
[title] => No_Goal-5.jpg
[filename] => No_Goal-5.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[link] => https://www.nextafter.com/experiments/how-including-a-small-tangible-goal-impacted-overall-donor-conversion/attachment/no_goal-5-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => no_goal-5-jpg
[status] => inherit
[uploaded_to] => 16401
[date] => 2021-02-25 11:28:53
[modified] => 2021-02-25 11:28:53
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1344
[height] => 1022
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-300x228.jpg
[medium-width] => 300
[medium-height] => 228
[medium_large] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-768x584.jpg
[medium_large-width] => 640
[medium_large-height] => 487
[large] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-1024x779.jpg
[large-width] => 640
[large-height] => 487
[1536x1536] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[1536x1536-width] => 1344
[1536x1536-height] => 1022
[2048x2048] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[2048x2048-width] => 1344
[2048x2048-height] => 1022
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 532
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-50x38.jpg
[admin-width] => 50
[admin-height] => 38
[full] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[full-width] => 1344
[full-height] => 1022
[thumb_372] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-372x283.jpg
[thumb_372-width] => 372
[thumb_372-height] => 283
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-822x625.jpg
[single_post_thumbnail-width] => 822
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-32x24.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-48x37.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 37
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-64x49.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 49
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-128x97.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 97
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-88x67.jpg
[thumb_122_67-width] => 88
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-153x116.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 116
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-130x99.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 99
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-232x177.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-544x414.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 414
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-271x206.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 206
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-271x206.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 206
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-226x172.jpg
[thumb_272_172-width] => 226
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-372x283.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 283
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-372x283.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 283
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-355x270.jpg
[thumb_385_270-width] => 355
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-317x241.jpg
[thumb_416_241-width] => 317
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-448x341.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 341
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-896x681.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 681
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-502x382.jpg
[thumb_574_382-width] => 502
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/No_Goal-5-519x395.jpg
[thumb_776_395-width] => 519
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 228
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 304
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/No_Goal-5.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 456
)
)
[1] => Array
(
[ID] => 16403
[id] => 16403
[title] => Small_Goal-5.jpg
[filename] => Small_Goal-5.jpg
[filesize] => 0
[url] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[link] => https://www.nextafter.com/experiments/how-including-a-small-tangible-goal-impacted-overall-donor-conversion/attachment/small_goal-5-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => small_goal-5-jpg
[status] => inherit
[uploaded_to] => 16401
[date] => 2021-02-25 11:29:02
[modified] => 2021-02-25 11:29:02
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1312
[height] => 1064
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-300x243.jpg
[medium-width] => 300
[medium-height] => 243
[medium_large] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-768x623.jpg
[medium_large-width] => 640
[medium_large-height] => 519
[large] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-1024x830.jpg
[large-width] => 640
[large-height] => 519
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[1536x1536-width] => 1312
[1536x1536-height] => 1064
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[2048x2048-width] => 1312
[2048x2048-height] => 1064
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 568
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-50x41.jpg
[admin-width] => 50
[admin-height] => 41
[full] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[full-width] => 1312
[full-height] => 1064
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-372x302.jpg
[thumb_372-width] => 372
[thumb_372-height] => 302
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-771x625.jpg
[single_post_thumbnail-width] => 771
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-32x26.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 26
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-48x39.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 39
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-64x52.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 52
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-128x104.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 104
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-83x67.jpg
[thumb_122_67-width] => 83
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-153x124.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 124
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-130x105.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 105
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-218x177.jpg
[thumb_232_177-width] => 218
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-544x441.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 441
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-271x220.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 220
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-271x220.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 220
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-212x172.jpg
[thumb_272_172-width] => 212
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-372x302.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 302
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-372x302.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 302
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-333x270.jpg
[thumb_385_270-width] => 333
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-297x241.jpg
[thumb_416_241-width] => 297
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-448x363.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 363
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-896x727.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 727
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-471x382.jpg
[thumb_574_382-width] => 471
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5-487x395.jpg
[thumb_776_395-width] => 487
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 243
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 324
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Small_Goal-5.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 487
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Goal | 0.01% | ||
| T1: | Small Goal | 0.03% | 119.6% | 90.6% |
This experiment has a required sample size of 58,769 in order to be valid. Since the experiment had a total sample size of 83,841, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
With a 90% level of confidence, we observed a 120% increase in donor conversion by using a small, tangible goal. We generally shoot for a 95% level of confidence but, considering the difference in overall gifts (and revenue), we believe it is safe to say that the small goal had a positive impact on donor conversion.
In the past, when we have used large goals in the hundreds of thousands of dollars, they have not been very motivational without being tied to a match. Knowing that we can use a smaller goal to motivate donors will be helpful in future campaigns.