How including the reach of $20 in an email to existing donors impacted donations
Experiment ID: #194429
Pathway to Victory
Experiment Summary
Ended On: 01/02/2025
Pathway to Victory is the broadcast ministry of First Dallas.
For PTV’s final email of 2024, we decided to test adding in a how far a gift of $20 would go toward growing the reach of the ministry.
Our hypothesis is that by including this information, it would add confidence to the donor of how their gift would be used and the impact of it.
We calculated the reach by looking at the CPM for paid media channels, specifically Facebook as that is where PTV spends most of its acquisition media budget.
Research Question
We believe that by including a statement of reach for existing donors will achieve an increase in transactions because the donor can be confident of how their gift will be used and the impact. because the donor can be confident of how their gift will be used and the impact.
Design
C: Control
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 29.3% | ||
| T1: | Treatment #1 | 30.6% | 4.6% | 12.7% |
This experiment has a required sample size of 9,055 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
The key learnings from this experiment on including a statement of reach for existing donors in the email were as follows: 1. The treatment group, which included information on how far a gift of $20 would go toward growing the reach of the ministry, saw a 4.6% increase in donations for all traffic. 2. The statistical level of confidence for this increase was 12.7%, which is below the accepted threshold of 95% for validity. 3. While the treatment group showed a positive impact on donations, the results cannot be considered valid or reliable due to the low statistical confidence level. 4. Future experimentation should focus on increasing the sample size or making adjustments to the experiment design to ensure results are statistically significant and reliable before making decisions based on them. 5. The hypothesis that including information on how the donation would be used could increase donor confidence and donations needs to be further tested with a more robust experimental design to draw concrete conclusions.