How personal asks perform against persuasive asks
Experiment ID: #9333
Leadership Institute
Experiment Summary
Ended On: 07/31/2018
Leadership Institute was sending an appeal email to people who had donated to a matching gift campaign the previous year. They were curious whether these people, who had already absorbed and responded to the value proposition a year earlier, would need to be re-persuaded—or if a more personal request from an LI staff member would be more effective.
They had a control that sought to persuade through a story of impact, followed by an ask. They developed a personal treatment that very simply reminded the recipient that they had given last year, the need was still there, and requested a gift again this year. Though there was a small sample size to begin with, they launched a split test to see if they could validate a winner.
Research Question
Will a personal ask outperform a persuasive ask?
Design
C: Persuasive ask
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Persuasive ask | 1.00% | ||
| T1: | Personal ask | 2.1% | 108.8% | 78.2% |
This experiment has a required sample size of 984 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 sample size was too small to validate, but the treatment delivered twice as many gifts as the control. This needs to be tested with a larger sample size, which means that the copy will need to be adjusted to include non-donors. However, this experiment does deliver a directional learning that can be tested with future donor-specific segments.