How reducing organizational references and using donor-centric language impacted gifts
Experiment ID: #183290
Dallas Theological Seminary
Experiment Summary
Timeframe: 06/18/2024 - 07/19/2024
When evaluating a donation page that appeared for course subscribers, we wondered if the language was too centered around the organization and not focused on the page viewer. We hypothesized we could convince more potential donors to say “yes” to the ask if we treated the donation page like a conversation and used the messaging to align with the page visitors’ beliefs.
Research Question
We believe that using donor-centric language for course subscribers will achieve an increase in donor conversion because there is stronger appeal to give based on value and belief alignment with the donor.
Design
C: Control
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T1: Variation 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.0% | $0.00 | ||
| T1: | Variation 1 | 3.6% | 21.2% | 63.4% | $0.00 |
This experiment has a required sample size of 6,181 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 using donor-centric language for course subscribers can potentially lead to an increase in donor conversion. The treatment group in the A/B experiment saw a 12.8% increase in one-time donations for all traffic, at 43% level of confidence. Results of past tests of this concept suggest that there is a stronger appeal to give when the messaging aligns with the page visitors’ beliefs and values, but this test did not validate.
In future experimentation, it would be important to continue exploring the use of donor-centric language and messaging that focuses on the values and beliefs of the potential donors. Additionally, incorporating feedback from donors and continuously iterating on the messaging based on donor responses could also help in optimizing donation pages for increased conversion rates.