How using a micro goal impacts donations during a year-end campaign
Experiment ID: #122358
Avila Foundation
Experiment Summary
Timeframe: 12/01/2022 - 12/31/2022
During their calendar year-end campaign, the Avila Institute had an overarching goal of raising $300,000 in the month of December. In order to reach this goal, we wanted to implement a campaign-long test on the donor segments of their emails, where the experiment was to see whether asking for $300,000 or asking for 50 donors to step up today would have an impact on conversion rates.
We ran this test across multiple emails throughout the campaign (albeit, not every email sent has this test due to data issues).
Research Question
We believe that adding a micro goal for donors will achieve a change in conversion rates..
Design
C: $300,000 overall goal
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | $300,000 overall goal | 0.18% | ||
| T1: | Micro Goal 50 donors today | 0.20% | 13.0% | 66.2% |
This experiment has a required sample size of 270,538 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
Our hypothesis, which we've seen in testing a micro goal across other clients, is that by giving a more 'reasonable' number for donors to reach (in this case 50 donors) rather than a larger goal ($300,000), conversion rates would increase.
In the case of this experiment, the impact was not very large, with a 13% increase in conversion rates overall when looking at the control versus treatment list throughout the whole campaign, and a 66% level of confidence.
In the next iteration of this test, we'd run it across every single email on the campaign, including resends, so that we'd get more volume.