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
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[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
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[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
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[thumb_272_172-height] => 172
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 372
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[thumb_372_500-width] => 372
[thumb_372_500-height] => 372
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[thumb_385_270-height] => 270
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[thumb_416_241-width] => 241
[thumb_416_241-height] => 241
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[thumb_448_410-height] => 410
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[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.