The Missionary Oblates of Mary Immaculate

How urgency language increases revenue

Experiment ID: #37350

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Ended On: 10/09/2020

During a fall campaign, we test heightened urgency in the call to action versus the typical “give today”. We wanted to see if it increased the number of the donations, but also whether it increased revenue. 

Research Question

Does more specific language around the time frame for the call to action increase urgency?


C: Today
T1: Right Now


  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Today $4.80 $23.50
T1: Right Now $12.81 167.2% 98.0% $36.18

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
× 73.5% increase in conversion rate
× 53.9% increase in average gift
167.2% increase in revenue

Key Learnings

While the test did not fully validate on donations, with only a 91% level of confidence, it did validate based on revenue. Our hypothesis is that the word today allows some space in the donors mind to maybe come back sometime later and give. The words “right now” do not, and they prompt donors to give immediately and give more. 

One important thing to keep in mind while considering this test is that the click rate was not higher on this test. The control had a click rate of 1.9% while the test “right now” had a slightly lower rate of 1.89%. This means that the language of giving “right now” carried through in a powerful enough way to increase giving by 73.5%, and it increased revenue by 167%. That is powerful language.

Experiment Documented by Gina Gallutia
Gina Gallutia is Optimization Director at NextAfter.

Question about experiment #37350

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