How tailoring your ask to the COVID-19 (Coronavirus) crisis impacted donor conversion rate
Experiment ID: #29664
The Heritage Foundation
Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.
Experiment Summary
Ended On: 04/01/2020
During The Heritage Foundation’s annual Membership Card Campaign, the team decided to experiment with an upcoming membership renewal campaign email by tailoring the content and the call to action specifically to the COVID-19 crisis tethered to their core value proposition for membership.
We wanted to see how mentioning the COVID-19 crisis would impact renewal and giving.
Research Question
Would tailoring an appeal based upon the COVID-19 crisis improve donor conversion rate?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 42635
[id] => 42635
[title] => Control.jpg
[filename] => Control-1926.jpg
[filesize] => 86324
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[link] => https://www.nextafter.com/experiments/how-tailoring-your-ask-to-the-covid-19-coronavirus-crisis-impacted-donor-conversion-rate/attachment/control-jpg-2244/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2244
[status] => inherit
[uploaded_to] => 17025
[date] => 2022-10-26 20:01:06
[modified] => 2022-10-26 20:01:06
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 801
[height] => 554
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-300x207.jpg
[medium-width] => 300
[medium-height] => 207
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-768x531.jpg
[medium_large-width] => 640
[medium_large-height] => 443
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[large-width] => 640
[large-height] => 443
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[1536x1536-width] => 801
[1536x1536-height] => 554
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[2048x2048-width] => 801
[2048x2048-height] => 554
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-600x554.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 554
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 484
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-50x35.jpg
[admin-width] => 50
[admin-height] => 35
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[full-width] => 801
[full-height] => 554
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-372x257.jpg
[thumb_372-width] => 372
[thumb_372-height] => 257
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[single_post_thumbnail-width] => 801
[single_post_thumbnail-height] => 554
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-32x22.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 22
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-48x33.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 33
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-64x44.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 44
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-128x89.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 89
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-97x67.jpg
[thumb_122_67-width] => 97
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-153x106.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 106
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-130x90.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 90
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-232x160.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 160
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-544x376.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 376
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-271x187.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 187
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-271x187.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 187
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-249x172.jpg
[thumb_272_172-width] => 249
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-372x257.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 257
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-372x257.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 257
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-385x266.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 266
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-348x241.jpg
[thumb_416_241-width] => 348
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-448x310.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 310
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[thumb_448_410_retina-width] => 801
[thumb_448_410_retina-height] => 554
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-552x382.jpg
[thumb_574_382-width] => 552
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-571x395.jpg
[thumb_776_395-width] => 571
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 42639
[id] => 42639
[title] => Treatment_#1.jpg
[filename] => Treatment_1-834.jpg
[filesize] => 115577
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[link] => https://www.nextafter.com/experiments/how-tailoring-your-ask-to-the-covid-19-coronavirus-crisis-impacted-donor-conversion-rate/attachment/treatment_1-jpg-978/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-978
[status] => inherit
[uploaded_to] => 17025
[date] => 2022-10-26 20:01:26
[modified] => 2022-10-26 20:01:26
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 809
[height] => 575
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-300x213.jpg
[medium-width] => 300
[medium-height] => 213
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-768x546.jpg
[medium_large-width] => 640
[medium_large-height] => 455
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[large-width] => 640
[large-height] => 455
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[1536x1536-width] => 809
[1536x1536-height] => 575
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[2048x2048-width] => 809
[2048x2048-height] => 575
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-600x575.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 575
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 498
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[full-width] => 809
[full-height] => 575
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-372x264.jpg
[thumb_372-width] => 372
[thumb_372-height] => 264
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[single_post_thumbnail-width] => 809
[single_post_thumbnail-height] => 575
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-48x34.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-64x45.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 45
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-128x91.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 91
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-94x67.jpg
[thumb_122_67-width] => 94
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-153x109.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 109
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-130x92.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 92
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-232x165.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 165
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-544x387.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 387
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-271x193.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 193
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-271x193.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 193
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-242x172.jpg
[thumb_272_172-width] => 242
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-372x264.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 264
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-372x264.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 264
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-380x270.jpg
[thumb_385_270-width] => 380
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-339x241.jpg
[thumb_416_241-width] => 339
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-448x318.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 318
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[thumb_448_410_retina-width] => 809
[thumb_448_410_retina-height] => 575
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-537x382.jpg
[thumb_574_382-width] => 537
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-556x395.jpg
[thumb_776_395-width] => 556
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 42635
[id] => 42635
[title] => Control.jpg
[filename] => Control-1926.jpg
[filesize] => 86324
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[link] => https://www.nextafter.com/experiments/how-tailoring-your-ask-to-the-covid-19-coronavirus-crisis-impacted-donor-conversion-rate/attachment/control-jpg-2244/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2244
[status] => inherit
[uploaded_to] => 17025
[date] => 2022-10-26 20:01:06
[modified] => 2022-10-26 20:01:06
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 801
[height] => 554
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-300x207.jpg
[medium-width] => 300
[medium-height] => 207
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-768x531.jpg
[medium_large-width] => 640
[medium_large-height] => 443
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[large-width] => 640
[large-height] => 443
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[1536x1536-width] => 801
[1536x1536-height] => 554
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[2048x2048-width] => 801
[2048x2048-height] => 554
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-600x554.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 554
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 484
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-50x35.jpg
[admin-width] => 50
[admin-height] => 35
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[full-width] => 801
[full-height] => 554
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-372x257.jpg
[thumb_372-width] => 372
[thumb_372-height] => 257
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[single_post_thumbnail-width] => 801
[single_post_thumbnail-height] => 554
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-32x22.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 22
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-48x33.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 33
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-64x44.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 44
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-128x89.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 89
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-97x67.jpg
[thumb_122_67-width] => 97
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-153x106.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 106
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-130x90.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 90
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-232x160.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 160
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-544x376.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 376
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-271x187.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 187
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-271x187.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 187
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-249x172.jpg
[thumb_272_172-width] => 249
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-372x257.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 257
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-372x257.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 257
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-385x266.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 266
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-348x241.jpg
[thumb_416_241-width] => 348
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-448x310.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 310
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926.jpg
[thumb_448_410_retina-width] => 801
[thumb_448_410_retina-height] => 554
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-552x382.jpg
[thumb_574_382-width] => 552
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1926-571x395.jpg
[thumb_776_395-width] => 571
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 42639
[id] => 42639
[title] => Treatment_#1.jpg
[filename] => Treatment_1-834.jpg
[filesize] => 115577
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[link] => https://www.nextafter.com/experiments/how-tailoring-your-ask-to-the-covid-19-coronavirus-crisis-impacted-donor-conversion-rate/attachment/treatment_1-jpg-978/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-jpg-978
[status] => inherit
[uploaded_to] => 17025
[date] => 2022-10-26 20:01:26
[modified] => 2022-10-26 20:01:26
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 809
[height] => 575
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-300x213.jpg
[medium-width] => 300
[medium-height] => 213
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-768x546.jpg
[medium_large-width] => 640
[medium_large-height] => 455
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[large-width] => 640
[large-height] => 455
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[1536x1536-width] => 809
[1536x1536-height] => 575
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[2048x2048-width] => 809
[2048x2048-height] => 575
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-600x575.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 575
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 498
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-50x36.jpg
[admin-width] => 50
[admin-height] => 36
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[full-width] => 809
[full-height] => 575
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-372x264.jpg
[thumb_372-width] => 372
[thumb_372-height] => 264
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[single_post_thumbnail-width] => 809
[single_post_thumbnail-height] => 575
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-32x23.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 23
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-48x34.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 34
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-64x45.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 45
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-128x91.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 91
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-94x67.jpg
[thumb_122_67-width] => 94
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-153x109.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 109
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-130x92.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 92
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-232x165.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 165
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-544x387.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 387
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-271x193.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 193
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-271x193.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 193
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-242x172.jpg
[thumb_272_172-width] => 242
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-372x264.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 264
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-372x264.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 264
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-380x270.jpg
[thumb_385_270-width] => 380
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-339x241.jpg
[thumb_416_241-width] => 339
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-448x318.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 318
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834.jpg
[thumb_448_410_retina-width] => 809
[thumb_448_410_retina-height] => 575
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-537x382.jpg
[thumb_574_382-width] => 537
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-834-556x395.jpg
[thumb_776_395-width] => 556
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 40.3% | ||
| T1: | Treatment #1 | 7.6% | -81.1% | 100.0% |
This experiment has a required sample size of 9 in order to be valid. Since the experiment had a total sample size of 277, and the level of confidence is above 95% the 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
× 81.1% decrease in conversion rate
× 0% increase in average gift
Key Learnings
With a 99.9% level of confidence, we observed that the donor conversion rate in the experiment was decreased by -81.1%.
When it comes to a membership renewal campaign, it certainly appears that tying your core value proposition to the COVID-19 crisis does not motivate donors to give (or members to renew their support).
In Heritage’s case, certainly providing policy research and recommendations to lawmakers as they developed government policies in response to the crisis did not work.
It is worth noting that Heritage also used a different sender for this experiment, and the clickthrough rate was impacted (as shown in the number of sessions), which may have had an impact to the results, as well.
It is left to be seen and further testing may be required to test direct fundraising appeals for this core value proposition in light of the crisis, but it would appear that acknowledging the COVID-19 (or Coronavirus) at all in this campaign was not effective. Subsequently, the control messaging was used for the remainder of the series of emails in the campaign.