Leadership Institute

How inviting donors to contribute to a matching gift affects conversion

Experiment ID: #20020

Leadership Institute

Experiment Summary

Ended On: 02/25/2020

Leadership Institute was running a special “pre-Giving Tuesday” campaign as the initial part of their year-end campaign. The team wanted to test whether offering donors the opportunity to contribute to a matching gift would inspire more generosity, as opposed to a traditional matching gift as an incentive (as had traditionally been done). They developed two series of emails and split donors by previous giving amounts to run each through a three-email campaign leading up to Giving Tuesday to determine which approach resulted in more gifts and revenue.

Research Question

How will the opportunity to contribute to a matching gift affects conversion versus a traditional matching gift?

Design

C: Direct Ask
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T1: Match Builder
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128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-64x67.jpg [thumb_122_67-width] => 64 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-147x153.jpg [thumb_153_153-width] => 147 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-130x136.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 136 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-170x177.jpg [thumb_232_177-width] => 170 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-544x568.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 568 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-271x283.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 283 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-260x271.jpg [thumb_271_271-width] => 260 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-165x172.jpg [thumb_272_172-width] => 165 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-372x388.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 388 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-372x388.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 388 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-259x270.jpg [thumb_385_270-width] => 259 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-231x241.jpg [thumb_416_241-width] => 231 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-393x410.jpg [thumb_448_410-width] => 393 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-786x820.jpg [thumb_448_410_retina-width] => 786 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-366x382.jpg [thumb_574_382-width] => 366 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20-378x395.jpg [thumb_776_395-width] => 378 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20.jpg [gform-image-choice-sm-width] => 287 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20.jpg [gform-image-choice-md-width] => 383 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Match_Builder-20.jpg [gform-image-choice-lg-width] => 575 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Direct Ask 0.35%
T1: Match Builder 0.34% -3.0% 13.0%

This experiment has a required sample size of 2,389,705 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

In terms of conversion, there was no statistical difference between the two approaches. Given the same size of housefile recipients, the incentive to “be the match” did not get more people to give.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #20020

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.