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Time of Grace

How retargeting direct mail recipients with Facebook ads during year-end impacts total revenue

Time of Grace

Experiment Summary

Ended On: 02/03/2025

During Time of Grace’s calendar year-end campaign, we hypothesized that retargeting ads in Facebook that referenced the incoming direct mail piece would increase donor conversion rate. It is important to note that these ads did not contain an ask or a donation page to give. Instead, direct mail donors were retargeted with ads that just reinforced the timing of year-end and that their direct mail piece was in the mail. Our hypothesis is that this second-channel approach would keep the direct mail piece (and Time of Grace’s ministry) top of mind during this critical fundraising period – resulting in more donors looking out for the piece and donating to it. The second related hypothesis was that if efforts did not increase donations directly to the mail piece, treatment donors would still give more overall to the organization (in either offline or online).

Research Question

We believe that utilizing Facebook ads to retarget direct mail recipients will achieve an increase in donations because it helps reinforce that the mail piece is incoming – keeping the ask and year-end giving to Time of Grace top of mind.

Design

C: Control
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T1: Treatment
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600 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $52.46 $180.45
T1: Treatment $61.93 18.1% 99.0% $218.02

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 2.3% decrease in conversion rate
× 20.8% increase in average gift
18.1% increase in revenue

Key Learnings

Key Learnings from the Experiment: First, it was worth noting that the treatment did not increase overall donations and revenue directly to the offline mail piece. However, when expanding the definition to include giving in the control and treatment (both online and offline) the increase in revenue is statistically significant. This means that this multi-channel targeting, if not directly impactful upon offline giving, still increases overall giving to the ministry across channels. Here is an additional breakdown of key facts: 1. Utilizing Facebook ads to retarget direct mail recipients resulted in a significant increase in revenue for Time of Grace Ministry. 2. The treatment group, which received the retargeting ads referencing the incoming direct mail piece, showed a 16.9% increase in revenue compared to the control group. 3. The increase in revenue was statistically significant at a 100.0% confidence level, indicating that the results were not due to chance. 4. The hypothesis that using Facebook ads to remind donors of the incoming direct mail piece would increase donations and keep the organization top of mind during the critical year-end fundraising period was validated.

Experiment Documented by Tristan Amaya

Question about experiment #70374

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