WUNC

How the impact of donor autonomy language on lapsed donor improves transactions

Experiment ID: #194483

WUNC

Experiment Summary

Timeframe: 12/21/2024 - 12/31/2024

This experiment was conducted in partnership with WUNC, a North Carolina NPR station, during its year-end fundraising campaign. The primary goal of this study was to explore the impact of donor autonomy language on behavior and engagement.

The experiment focused on a series of five emails sent to a lapsed segment of WUNC’s donor base. Each email aimed to evaluate whether emphasizing donor autonomy—language that reinforces a donor’s sense of choice and control over their giving—would influence donation rates and overall responsiveness.

To measure the effect, we created two variations of the emails. The control group received messages without any autonomy-focused language, while the test group received emails that intentionally incorporated phrases designed to highlight donor choice and empowerment.

Research Question

We believe that incorporating donor autonomy language in fundraising emails targeted at a lapsed donor segment will re-engage recipients by emphasizing their sense of choice and control. This approach is expected to make lapsed donors feel more empowered and valued, ultimately increasing donation conversions and encouraging them to renew their support.

Design

C: Control
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T1: Treatment #1
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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.01%
T1: Treatment #1 0.07%398.4% 89.7%

This experiment has a required sample size of 9,715 in order to be valid. Since the experiment had a total sample size of 13,428, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

In the lapsed donor segment, incorporating donor autonomy language in the treatment emails resulted in a significant improvement in conversion rates compared to the control. While the control group had a conversion rate of 0.01%, the treatment group achieved 0.07%—a 398.4% relative increase with 89.7% confidence.

Although the control group generated slightly more clicks (44 vs. 39), the treatment group consistently outperformed the control in donations across all five emails. This suggests that donor autonomy language may be more effective at re-engaging lapsed donors, potentially resonating with their desire for choice and control as they consider renewing their support.

These results highlight an opportunity to further explore and optimize autonomy-driven messaging for reactivating lapsed donors.


Experiment Documented by NextAfter

Question about experiment #194483

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