How suggesting impacting in the giving array impacts revenue
Experiment ID: #3647
Hillsdale College
Experiment Summary
Timeframe: 04/06/2016 - 04/08/2016
For the Hillsdale moneybomb dedicated to raising funds for the DRTV campaign, we had a unique opportunity for the college. We were able to assign impact to the amount of money given; for $70, a donor could help secure a single DRTV spot.
Since we are not often able to assign specific impact to a gift, we decided to test what aligning the gift array to this impact would have on revenue.
Research Question
Does aligning the gift array to specific impact increase overall revenue?
Design
C: Standard Gift Array
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Standard Gift Array | $14.45 | $62.22 | ||
| T1: | Gift Handles Tied to Impact | $13.21 | -8.6% | 71.6% | $58.17 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
This test had a limited amount of time that we could run so we were not able to reach statistical validity. What we observed was that the gift handles that tied the gift to the DRTV spot received less revenue per visitor.
After examining the actual gifts given, we found that we lost smaller gift donors with the treatment. This would be the result of the gift array starting at $70 instead of $25 which is our control. This would not normally be an issue if we can significantly raise the average gift but, unfortunately, this treatment did not do that.