How positioning what happens if a donor doesn’t give rather than what happens if they do impact donor conversion rate
Experiment ID: #49898
The Fund for American Studies
Experiment Summary
Timeframe: 02/04/2021 - 02/10/2021
As a part of The Fund for American Studies’ recent Founder’s Day campaign, they were asking high capacity donors to contribute to building a matching gift fund that would be used to challenge other donors to join the movement to rally right now and do more to help more students and teachers in 2021.
We wanted to experiment with what would motivate donors to take action now: either (a) the hope of what could be achieved through their gift right now, or (b) what won’t happen without their gift right now.
Research Question
We believe that positioning the “fear of loss” (eg what won’t happen if the donor doesn’t give right now) will impact donor conversion rate when soliciting donors within the context of a campaign.
Design
C: Hope of Gain
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Hope of Gain | 2.7% | ||
| T1: | Fear of Loss | 4.0% | 47.5% | 36.4% |
This experiment has a required sample size of 1,529 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
We achieved neither the minimum number of samples we needed nor did we observe a wide enough variance between the two treatments to reliably validate that one variant over the other. We knew that validating this experiment might be too difficult, considering we were running it against such a small universe of names (of very few high capacity donors on the email file). For the sake of thoroughness, we decided to check the statistics related to a revenue lift study based upon these results — and we only observed a +6.5% increase in revenue for the treatment, but with only a level of confidence (LoC) of only 56%. Finally, the number of samples achieved on a revenue lift study was nowhere near where we'd need it to be, and it only achieved a "coin flip" likelihood to improve results by only a few percentage points. All of this is to say: Further experimentation should be considered moving forward but on a much wider universe of available prospects by which we can potentially validate a lift for one variant over another.