How “rally together” messaging impacted donations for a recurring giving program
Experiment ID: #123098
Texas Public Policy Foundation
Experiment Summary
Timeframe: 01/11/2023 - 02/17/2023
A public policy client has struggled to get traction on their recurring giving donation page. The page is producing a 0.29 instant donor conversion rate heading into this experiment. Assessing the current donation page copy, we wondered if it is too general and does not do a good enough job of inciting emotion among potential donors. We also wondered if page visitors would convert at a higher rate if we apply relevant language to the current public policy landscape in Texas and the threats to the people of the state.
We’ll develop a donation page treatment that uses “rally together” language, highlighting specific threats to Texas and its citizens and making it clear that these threats won’t seize unless we come together as one to fight for better policy and safeguard our personal liberties. The copy will reference current threats and conditions that are close to home and close to the heart of conservative Texans.
We expect this messaging to increase motivation and urgency to join the Come and Take It Society as a monthly donor and make a continuous effort to fight for independence in Texas.
Research Question
We believe that “rally together” messaging for potential donors will achieve an increase in donor conversion rate because donors will want to unite against the threats to Texas independence and be a part of the efforts to combat those threats.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.41% | $0.00 | ||
| T1: | Treatment | 0.48% | 17.1% | 18.7% | $0.00 |
This experiment has a required sample size of 69,572 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
Neither the control nor the treatment reached significance. The treatment led to 5 donations to 4 for the control. Revenue was a tick higher for the treatment compared to the control, but the increase in revenue only had a 67.1% level of confidence. It seems the "rally together" messaging did not motivate potential donors to convert to donors in the way that we hypothesized it would. The messaging could be worth testing through a regular offer in which someone can make either a one-time or monthly donation. However, for the recurring ask, the messaging did not do enough to make potential donors give recurring gifts at a rate in which we could trust rolling out the treatment.