How leading with supporting the mission over the book impacted donations for nondonors
Experiment ID: #195260
Pathway to Victory
Experiment Summary
Ended On: 02/12/2025
Pathway to Victory is the broadcast ministry of First Dallas.
For the PTV Feb 2025 offer, we decided to test a “give then get” strategy. Where we emphasize more toward giving toward the mission and then receiving the book.
In previous strategies, we would focus primarily on the value of the book and giving to the ministry was a more secondary response.
Research Question
We believe that highlighting giving to the ministry for nondonors will achieve a higher impact in donations because the prospective donor can know what their money is going toward and what they will get out of it.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.00% | ||
| T1: | Treatment 1 | 13.0% | 100.0% | 99.1% |
This experiment has a required sample size of 28 in order to be valid. Since the experiment had a total sample size of 92, 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
× 100.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that emphasizing giving to the ministry as the primary call to action for non-donors resulted in a significant increase in donations for the Pathway to Victory organization. The treatment group, which focused on giving towards the mission before receiving the book, saw a 200.0% increase in donations compared to the control group. While the statistical level of confidence was 86.6%, which is below the standard threshold of 95% for validity, it is approaching validity and indicates a promising direction for future experimentation.
In future experimentation, it would be beneficial to further test and refine this “give then get” strategy to fully understand its impact on donations. This could involve running more A/B tests with variations in messaging and donation appeals to optimize the approach. Additionally, conducting follow-up surveys or qualitative research with donors to gather feedback on their motivations and responses to the new strategy could provide valuable insights for refinement.
Overall, the results of this experiment suggest that highlighting the opportunity to give towards the ministry can be a powerful driver for donations. By continuing to test and iterate on this approach, Pathway to Victory can better engage with supporters and further its mission impact.
The donor segment saw a decrease from this strategy https://app.winstonknows.com/experiment/9217