The Navigators

How presenting a daily donor goal in a recurring campaign affects recurring donor conversion rate

Experiment ID: #192696

The Navigators

Experiment Summary

Ended On: 11/05/2024

The Navigators ran their bi-annual sustainers campaign in October with the goal of acquiring new recurring donors. Their campaign goal was 90 new recurring donors, but we wanted to see how their file would respond to presenting a daily donor goal instead of an overall campaign goal. To do this, we replaced any instance of the campaign goal with a daily donor goal of 4 new recurring donors. This change was made in emails 3, 7, 8, and 12.

Research Question

We believe that presenting a daily donor goal instead of a full campaign goal will achieve an increase in conversion rate because it creates a sense of urgency and allows donors to feel they are part of a tangible, short-term impact.

Design

C: Control
Array ( [0] => Array ( [ID] => 68177 [id] => 68177 [title] => Control.png [filename] => Control-45.png [filesize] => 219153 [url] => https://www.nextafter.com/wp-content/uploads/Control-45.png [link] => https://www.nextafter.com/experiments/how-presenting-a-daily-donor-goal-in-a-recurring-campaign-affects-recurring-donor-conversion-rate/attachment/control-png-9344/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-9344 [status] => inherit [uploaded_to] => 68174 [date] => 2024-11-13 16:50:04 [modified] => 2024-11-13 16:50:04 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1080 [height] => 1080 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-45-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Control-45-300x300.png [medium-width] => 300 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Control-45-768x768.png [medium_large-width] => 640 [medium_large-height] => 640 [large] => https://www.nextafter.com/wp-content/uploads/Control-45-1024x1024.png [large-width] => 640 [large-height] => 640 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-45.png [1536x1536-width] => 1080 [1536x1536-height] => 1080 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-45.png [2048x2048-width] => 1080 [2048x2048-height] => 1080 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-45-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-45-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Control-45-50x50.png [admin-width] => 50 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Control-45.png [full-width] => 1080 [full-height] => 1080 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-45-372x372.png [thumb_372-width] => 372 [thumb_372-height] => 372 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-45-625x625.png [single_post_thumbnail-width] => 625 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-45-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-45-48x48.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-45-64x64.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-45-128x128.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-45-67x67.png [thumb_122_67-width] => 67 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-45-153x153.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-45-130x130.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 130 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-45-177x177.png [thumb_232_177-width] => 177 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-45-544x544.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 544 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-45-271x271.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 271 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-45-271x271.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-45-172x172.png [thumb_272_172-width] => 172 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-45-372x372.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 372 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-45-372x372.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 372 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-45-270x270.png [thumb_385_270-width] => 270 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-45-241x241.png [thumb_416_241-width] => 241 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-45-410x410.png [thumb_448_410-width] => 410 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-45-820x820.png [thumb_448_410_retina-width] => 820 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-45-382x382.png [thumb_574_382-width] => 382 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-45-395x395.png [thumb_776_395-width] => 395 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-45.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-45.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-45.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 68178 [id] => 68178 [title] => Treatment_#1.png [filename] => Treatment_1-24.png [filesize] => 224106 [url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [link] => https://www.nextafter.com/experiments/how-presenting-a-daily-donor-goal-in-a-recurring-campaign-affects-recurring-donor-conversion-rate/attachment/treatment_1-png-3239/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-3239 [status] => inherit [uploaded_to] => 68174 [date] => 2024-11-13 16:50:11 [modified] => 2024-11-13 16:50:11 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1080 [height] => 1080 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-300x300.png [medium-width] => 300 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-768x768.png [medium_large-width] => 640 [medium_large-height] => 640 [large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-1024x1024.png [large-width] => 640 [large-height] => 640 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [1536x1536-width] => 1080 [1536x1536-height] => 1080 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [2048x2048-width] => 1080 [2048x2048-height] => 1080 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-50x50.png [admin-width] => 50 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [full-width] => 1080 [full-height] => 1080 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-372x372.png [thumb_372-width] => 372 [thumb_372-height] => 372 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-625x625.png [single_post_thumbnail-width] => 625 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-48x48.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-64x64.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-128x128.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-67x67.png [thumb_122_67-width] => 67 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-153x153.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-130x130.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 130 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-177x177.png [thumb_232_177-width] => 177 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-544x544.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 544 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-271x271.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 271 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-271x271.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-172x172.png [thumb_272_172-width] => 172 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-372x372.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 372 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-372x372.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 372 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-270x270.png [thumb_385_270-width] => 270 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-241x241.png [thumb_416_241-width] => 241 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-410x410.png [thumb_448_410-width] => 410 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-820x820.png [thumb_448_410_retina-width] => 820 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-382x382.png [thumb_574_382-width] => 382 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-395x395.png [thumb_776_395-width] => 395 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 600 ) ) )
T1: Treatment #1
Array ( [0] => Array ( [ID] => 68177 [id] => 68177 [title] => Control.png [filename] => Control-45.png [filesize] => 219153 [url] => https://www.nextafter.com/wp-content/uploads/Control-45.png [link] => https://www.nextafter.com/experiments/how-presenting-a-daily-donor-goal-in-a-recurring-campaign-affects-recurring-donor-conversion-rate/attachment/control-png-9344/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-9344 [status] => inherit [uploaded_to] => 68174 [date] => 2024-11-13 16:50:04 [modified] => 2024-11-13 16:50:04 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1080 [height] => 1080 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-45-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Control-45-300x300.png [medium-width] => 300 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Control-45-768x768.png [medium_large-width] => 640 [medium_large-height] => 640 [large] => https://www.nextafter.com/wp-content/uploads/Control-45-1024x1024.png [large-width] => 640 [large-height] => 640 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-45.png [1536x1536-width] => 1080 [1536x1536-height] => 1080 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-45.png [2048x2048-width] => 1080 [2048x2048-height] => 1080 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-45-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-45-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Control-45-50x50.png [admin-width] => 50 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Control-45.png [full-width] => 1080 [full-height] => 1080 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-45-372x372.png [thumb_372-width] => 372 [thumb_372-height] => 372 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-45-625x625.png [single_post_thumbnail-width] => 625 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-45-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-45-48x48.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-45-64x64.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-45-128x128.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-45-67x67.png [thumb_122_67-width] => 67 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-45-153x153.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-45-130x130.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 130 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-45-177x177.png [thumb_232_177-width] => 177 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-45-544x544.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 544 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-45-271x271.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 271 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-45-271x271.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-45-172x172.png [thumb_272_172-width] => 172 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-45-372x372.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 372 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-45-372x372.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 372 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-45-270x270.png [thumb_385_270-width] => 270 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-45-241x241.png [thumb_416_241-width] => 241 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-45-410x410.png [thumb_448_410-width] => 410 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-45-820x820.png [thumb_448_410_retina-width] => 820 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-45-382x382.png [thumb_574_382-width] => 382 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-45-395x395.png [thumb_776_395-width] => 395 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-45.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-45.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-45.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 600 ) ) [1] => Array ( [ID] => 68178 [id] => 68178 [title] => Treatment_#1.png [filename] => Treatment_1-24.png [filesize] => 224106 [url] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [link] => https://www.nextafter.com/experiments/how-presenting-a-daily-donor-goal-in-a-recurring-campaign-affects-recurring-donor-conversion-rate/attachment/treatment_1-png-3239/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-3239 [status] => inherit [uploaded_to] => 68174 [date] => 2024-11-13 16:50:11 [modified] => 2024-11-13 16:50:11 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 1080 [height] => 1080 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-300x300.png [medium-width] => 300 [medium-height] => 300 [medium_large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-768x768.png [medium_large-width] => 640 [medium_large-height] => 640 [large] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-1024x1024.png [large-width] => 640 [large-height] => 640 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [1536x1536-width] => 1080 [1536x1536-height] => 1080 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [2048x2048-width] => 1080 [2048x2048-height] => 1080 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-50x50.png [admin-width] => 50 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [full-width] => 1080 [full-height] => 1080 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-372x372.png [thumb_372-width] => 372 [thumb_372-height] => 372 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-625x625.png [single_post_thumbnail-width] => 625 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-48x48.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-64x64.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-128x128.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-67x67.png [thumb_122_67-width] => 67 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-153x153.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-130x130.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 130 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-177x177.png [thumb_232_177-width] => 177 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-544x544.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 544 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-271x271.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 271 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-271x271.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-172x172.png [thumb_272_172-width] => 172 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-372x372.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 372 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-372x372.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 372 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-270x270.png [thumb_385_270-width] => 270 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-241x241.png [thumb_416_241-width] => 241 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-410x410.png [thumb_448_410-width] => 410 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-820x820.png [thumb_448_410_retina-width] => 820 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-382x382.png [thumb_574_382-width] => 382 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24-395x395.png [thumb_776_395-width] => 395 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-24.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 4.9%
T1: Treatment #1 4.6% -5.8% 17.9%

This experiment has a required sample size of 42,904 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 that presenting a daily donor goal instead of a full campaign goal did not lead to the desired increase in conversion rate. In fact, the treatment group saw a 5.8% decrease in donations compared to the control group. However, the statistical level of confidence was below 85% (17.8%), which means that these results cannot be considered valid or conclusive. In future experimentation, it is important to ensure that the sample size is sufficient to provide statistically significant results. Additionally, it might be worth exploring other ways to create a sense of urgency and make donors feel part of a tangible impact without solely relying on presenting daily goals. This could involve testing different messaging strategies, visuals, or other forms of engagement to see what resonates best with donors and drives the desired outcomes.


Experiment Documented by NextAfter

Question about experiment #192696

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