How mentioning a last match donation impacted donor conversion rate
Experiment ID: #184063
Pathway to Victory
Experiment Summary
Ended On: 06/28/2024
Pathway to Victory is the broadcast ministry of First Baptist Dallas.
During June and December, PTV conducts match campaigns that double the impact of a donors gift.
For the June 2024 campaign, we decided to test with the segment who made a gift during the December 2023 campaign to see if by mentioning their gift in December would encourage them to donate again in June.
Research Question
We believe that by mentioning a donors participation in a previous match campaign for December match donors will achieve a high donor conversion rate because the donor is reminded of the impact they have already made.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 60395
[id] => 60395
[title] => a1595abbb4c3a326636dd178757cd6c11719590164
[filename] => a1595abbb4c3a326636dd178757cd6c11719590164.png
[filesize] => 438044
[url] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164.png
[link] => https://www.nextafter.com/experiments/how-mentioning-a-last-match-donation-impacted-donor-conversion-rate/attachment/a1595abbb4c3a326636dd178757cd6c11719590164/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => a1595abbb4c3a326636dd178757cd6c11719590164
[status] => inherit
[uploaded_to] => 60383
[date] => 2024-07-01 15:03:35
[modified] => 2024-07-01 15:03:35
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1260
[height] => 2150
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-176x300.png
[medium-width] => 176
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-768x1310.png
[medium_large-width] => 640
[medium_large-height] => 1092
[large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-600x1024.png
[large-width] => 600
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-900x1536.png
[1536x1536-width] => 900
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-1200x2048.png
[2048x2048-width] => 1200
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-29x50.png
[admin-width] => 29
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164.png
[full-width] => 1260
[full-height] => 2150
[thumb_372] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-372x635.png
[thumb_372-width] => 372
[thumb_372-height] => 635
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-366x625.png
[single_post_thumbnail-width] => 366
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-28x48.png
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-38x64.png
[thumb_64_64-width] => 38
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-75x128.png
[thumb_128_128-width] => 75
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-39x67.png
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-90x153.png
[thumb_153_153-width] => 90
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-96x163.png
[thumb_130_163-width] => 96
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-104x177.png
[thumb_232_177-width] => 104
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-381x650.png
[thumb_272_325-width] => 381
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-203x346.png
[thumb_271_346-width] => 203
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-159x271.png
[thumb_271_271-width] => 159
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-101x172.png
[thumb_272_172-width] => 101
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-270x461.png
[thumb_372_461-width] => 270
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-293x500.png
[thumb_372_500-width] => 293
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-158x270.png
[thumb_385_270-width] => 158
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-141x241.png
[thumb_416_241-width] => 141
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-240x410.png
[thumb_448_410-width] => 240
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-481x820.png
[thumb_448_410_retina-width] => 481
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-224x382.png
[thumb_574_382-width] => 224
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-231x395.png
[thumb_776_395-width] => 231
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164.png
[gform-image-choice-sm-width] => 176
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164.png
[gform-image-choice-md-width] => 234
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164.png
[gform-image-choice-lg-width] => 352
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 60397
[id] => 60397
[title] => 25f3279261c82709d8fa6d3536fc7dd41719590234
[filename] => 25f3279261c82709d8fa6d3536fc7dd41719590234.png
[filesize] => 378907
[url] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234.png
[link] => https://www.nextafter.com/experiments/how-mentioning-a-last-match-donation-impacted-donor-conversion-rate/attachment/25f3279261c82709d8fa6d3536fc7dd41719590234/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 25f3279261c82709d8fa6d3536fc7dd41719590234
[status] => inherit
[uploaded_to] => 60383
[date] => 2024-07-01 15:03:59
[modified] => 2024-07-01 15:03:59
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1154
[height] => 2088
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-166x300.png
[medium-width] => 166
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-768x1390.png
[medium_large-width] => 640
[medium_large-height] => 1158
[large] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-566x1024.png
[large-width] => 566
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-849x1536.png
[1536x1536-width] => 849
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-1132x2048.png
[2048x2048-width] => 1132
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-28x50.png
[admin-width] => 28
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234.png
[full-width] => 1154
[full-height] => 2088
[thumb_372] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-372x673.png
[thumb_372-width] => 372
[thumb_372-height] => 673
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-345x625.png
[single_post_thumbnail-width] => 345
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-18x32.png
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-27x48.png
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-35x64.png
[thumb_64_64-width] => 35
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-71x128.png
[thumb_128_128-width] => 71
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-37x67.png
[thumb_122_67-width] => 37
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-85x153.png
[thumb_153_153-width] => 85
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-90x163.png
[thumb_130_163-width] => 90
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-98x177.png
[thumb_232_177-width] => 98
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-359x650.png
[thumb_272_325-width] => 359
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-191x346.png
[thumb_271_346-width] => 191
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-150x271.png
[thumb_271_271-width] => 150
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-95x172.png
[thumb_272_172-width] => 95
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-255x461.png
[thumb_372_461-width] => 255
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-276x500.png
[thumb_372_500-width] => 276
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-149x270.png
[thumb_385_270-width] => 149
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-133x241.png
[thumb_416_241-width] => 133
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-227x410.png
[thumb_448_410-width] => 227
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-453x820.png
[thumb_448_410_retina-width] => 453
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-211x382.png
[thumb_574_382-width] => 211
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-218x395.png
[thumb_776_395-width] => 218
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234.png
[gform-image-choice-sm-width] => 166
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234.png
[gform-image-choice-md-width] => 221
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234.png
[gform-image-choice-lg-width] => 332
[gform-image-choice-lg-height] => 600
)
)
)
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 60395
[id] => 60395
[title] => a1595abbb4c3a326636dd178757cd6c11719590164
[filename] => a1595abbb4c3a326636dd178757cd6c11719590164.png
[filesize] => 438044
[url] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164.png
[link] => https://www.nextafter.com/experiments/how-mentioning-a-last-match-donation-impacted-donor-conversion-rate/attachment/a1595abbb4c3a326636dd178757cd6c11719590164/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => a1595abbb4c3a326636dd178757cd6c11719590164
[status] => inherit
[uploaded_to] => 60383
[date] => 2024-07-01 15:03:35
[modified] => 2024-07-01 15:03:35
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1260
[height] => 2150
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-176x300.png
[medium-width] => 176
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-768x1310.png
[medium_large-width] => 640
[medium_large-height] => 1092
[large] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-600x1024.png
[large-width] => 600
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-900x1536.png
[1536x1536-width] => 900
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-1200x2048.png
[2048x2048-width] => 1200
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-29x50.png
[admin-width] => 29
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164.png
[full-width] => 1260
[full-height] => 2150
[thumb_372] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-372x635.png
[thumb_372-width] => 372
[thumb_372-height] => 635
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-366x625.png
[single_post_thumbnail-width] => 366
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-28x48.png
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-38x64.png
[thumb_64_64-width] => 38
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-75x128.png
[thumb_128_128-width] => 75
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-39x67.png
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-90x153.png
[thumb_153_153-width] => 90
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-96x163.png
[thumb_130_163-width] => 96
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-104x177.png
[thumb_232_177-width] => 104
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-381x650.png
[thumb_272_325-width] => 381
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-203x346.png
[thumb_271_346-width] => 203
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-159x271.png
[thumb_271_271-width] => 159
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-101x172.png
[thumb_272_172-width] => 101
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-270x461.png
[thumb_372_461-width] => 270
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-293x500.png
[thumb_372_500-width] => 293
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-158x270.png
[thumb_385_270-width] => 158
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-141x241.png
[thumb_416_241-width] => 141
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-240x410.png
[thumb_448_410-width] => 240
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-481x820.png
[thumb_448_410_retina-width] => 481
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-224x382.png
[thumb_574_382-width] => 224
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164-231x395.png
[thumb_776_395-width] => 231
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164.png
[gform-image-choice-sm-width] => 176
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164.png
[gform-image-choice-md-width] => 234
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/a1595abbb4c3a326636dd178757cd6c11719590164.png
[gform-image-choice-lg-width] => 352
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 60397
[id] => 60397
[title] => 25f3279261c82709d8fa6d3536fc7dd41719590234
[filename] => 25f3279261c82709d8fa6d3536fc7dd41719590234.png
[filesize] => 378907
[url] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234.png
[link] => https://www.nextafter.com/experiments/how-mentioning-a-last-match-donation-impacted-donor-conversion-rate/attachment/25f3279261c82709d8fa6d3536fc7dd41719590234/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 25f3279261c82709d8fa6d3536fc7dd41719590234
[status] => inherit
[uploaded_to] => 60383
[date] => 2024-07-01 15:03:59
[modified] => 2024-07-01 15:03:59
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1154
[height] => 2088
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-166x300.png
[medium-width] => 166
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-768x1390.png
[medium_large-width] => 640
[medium_large-height] => 1158
[large] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-566x1024.png
[large-width] => 566
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-849x1536.png
[1536x1536-width] => 849
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-1132x2048.png
[2048x2048-width] => 1132
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-28x50.png
[admin-width] => 28
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234.png
[full-width] => 1154
[full-height] => 2088
[thumb_372] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-372x673.png
[thumb_372-width] => 372
[thumb_372-height] => 673
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-345x625.png
[single_post_thumbnail-width] => 345
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-18x32.png
[thumb_32_32-width] => 18
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-27x48.png
[thumb_48_48-width] => 27
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-35x64.png
[thumb_64_64-width] => 35
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-71x128.png
[thumb_128_128-width] => 71
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-37x67.png
[thumb_122_67-width] => 37
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-85x153.png
[thumb_153_153-width] => 85
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-90x163.png
[thumb_130_163-width] => 90
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-98x177.png
[thumb_232_177-width] => 98
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-359x650.png
[thumb_272_325-width] => 359
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-191x346.png
[thumb_271_346-width] => 191
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-150x271.png
[thumb_271_271-width] => 150
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-95x172.png
[thumb_272_172-width] => 95
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-255x461.png
[thumb_372_461-width] => 255
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-276x500.png
[thumb_372_500-width] => 276
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-149x270.png
[thumb_385_270-width] => 149
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-133x241.png
[thumb_416_241-width] => 133
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-227x410.png
[thumb_448_410-width] => 227
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-453x820.png
[thumb_448_410_retina-width] => 453
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-211x382.png
[thumb_574_382-width] => 211
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234-218x395.png
[thumb_776_395-width] => 218
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234.png
[gform-image-choice-sm-width] => 166
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234.png
[gform-image-choice-md-width] => 221
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/25f3279261c82709d8fa6d3536fc7dd41719590234.png
[gform-image-choice-lg-width] => 332
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.4% | ||
| T1: | Treatment #1 | 0.54% | -61.8% | 84.5% |
This experiment has a required sample size of 940 in order to be valid. Since the experiment had a total sample size of 1,042, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that mentioning a donor's participation in a previous match campaign for December match donors did not have the intended effect of increasing donor conversion rate. In fact, the treatment saw a significant decrease in donations for all traffic, indicating that this strategy may not be effective in encouraging repeat donations. In future experimentation, it is important to consider the potential impact of mentioning previous donations on donor behavior. It may be beneficial to further test this strategy with different messaging or timing to see if it can yield positive results. Perhaps sharing more of the impact that their first gift has and encouraging them to keep it going with a second gift.