How using community-oriented value proposition language impacts monthly donor increases via email
Experiment ID: #202649
Oregon Public Broadcasting
Experiment Summary
Timeframe: 02/09/2026 - 02/09/2026
Oregon Public Broadcasting holds 4 major fund drives throughout the year. One of their best-performing email appeals throughout these drives is to encourage existing sustainers to increase their monthly gifts. For their February drive, we wanted to test whether replacing internally framed messaging with donor-validated value proposition language—specifically emphasizing OPB’s constructive coverage and civic impact—would help more sustainers perceive the $3 increase as aligned with why they already support OPB, thereby increasing the sustainer upgrade conversion rate.
Research Question
We believe that emphasizing constructive coverage for existing sustainers will increase upgrade conversion rates.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.73% | ||
| T1: | Treatment 1 | 0.79% | 8.5% | 50.4% |
This experiment has a required sample size of 150,169 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
The key learning from this experiment is that emphasizing constructive coverage for existing sustainers led to a higher upgrade conversion rate. While the treatment group did see an 8.4% increase in donations for all traffic, the statistical level of confidence was only 50.1%, which means the results cannot be considered valid.
With the increase in support over the past 6 months due to the cuts to federal funding for public media, existing sustainers had already heard (and aligned) with more community-oriented messaging; after all, OPB was 100% funded by the community since October. It is interesting, however, that more sustainers increase their gifts in the variant, despite its 4% lower click rate. That means that existing sustainers were even more moved to increase their gift to the variant version. When we look at click-to-donate performance, we see a 14% increase with an 86% level of confidence.