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The Heritage Foundation

How letting members know that any gift they give, no matter the size, are appreciated affects the click-through and conversion rate

Experiment ID: #173892

The Heritage Foundation

Experiment Summary

Ended On: 04/01/2024

We conducted this email experiment for The Heritage Foundation’s Members Card campaign. The email asked members to give, in return, they would receive a Members Card. The email also announces a matching gift opportunity. The conclusion of the email includes a call to action to donate.

We wanted to know if more members would click if they knew they would receive a Member’s Card no matter how much they gave. The treatment included the phrase, “Any amount you give is greatly appreciated” as part of the call to action.

Research Question

Letting members know that any gift they give, no matter the size, is appreciated will increase the click-through and conversion rate because they will know their gift is helping support the mission

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-119-128x63.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 63 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-122x60.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 60 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-153x75.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 75 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-130x64.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 64 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-232x114.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 114 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-544x267.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 267 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-271x133.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 133 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-271x133.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 133 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-272x133.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 133 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-372x182.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 182 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-372x182.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 182 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-385x189.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 189 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-416x204.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 204 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-448x219.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 219 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-896x439.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 439 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-574x281.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 281 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119-776x380.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 380 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 147 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 196 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-119.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 294 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 0.28%
T1: Treatment #1 0.25% -9.3% 44.1%

This experiment has a required sample size of 301,583 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 are: 1. The treatment version, which included the phrase "Any amount you give is greatly appreciated", did not perform as well as the control version in terms of click-through rates. There was a 9.3% decrease in clicks for all traffic with a 44.1% confidence level, signaling that the control version was more effective at encouraging action. The conversion rate was also lower for the treatment email. 2. The statistical confidence level of 44.1% is below the recommended threshold of 85%, indicating that the results are not considered valid for future decision-making. In future experimentation, it is important to: 1. Consider the messaging carefully and ensure that it aligns with the organization's goals and mission. While emphasizing that any amount is appreciated may seem like a positive way to encourage donations, it's crucial to test different messaging strategies to see what resonates best with the audience. 2. Continue to experiment with different messaging, calls to action, and incentives to understand what drives donor behavior. By testing various approaches, we can gather valuable insights to inform future campaigns and optimize results. 3. Increase the sample size or test over a longer period to improve the statistical confidence level of the results. This will help ensure that the findings are reliable and can be used to make informed decisions. Overall, this experiment highlights the importance of testing different strategies and messaging to determine the most effective way to engage supporters and drive action. By learning from these results, we can continue to refine our approach and improve the effectiveness of our campaigns in the future.

Experiment Documented by NextAfter

Question about experiment #173892

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