How using direct and specific language in an email appeal impacts donor conversion
Experiment ID: #94206
The Navigators
Experiment Summary
Ended On: 05/16/2022
Navigators was running a high urgency campaign for Eagle Lake. They had slow traction for the first half of the campaign so we wanted to test using more direct, specific language in their email appeal. The previous emails had passive language that encouraged the prospective donor to “support the next generation.” Instead, we wanted to tell them specifically to send a kid to camp. For additional specificity, we added how many students still needed scholarships and how much it cost to send one child to camp. Our hypothesis is that this will give the prospective donor a clearer, more tangible goal and in turn would generate more donations.
As an additional note: this email was #6 in the campaign – 1 week removed from the final deadline and right before the urgency-focused emails were sent.
Research Question
We believe that adding clarity and specificity to an email appeal for prospective donors will achieve a higher donor conversion rate.
Design
C: Control - Passive language
Array
(
[0] => Array
(
[ID] => 35252
[id] => 35252
[title] => Control_-_Passive_language.png
[filename] => Control_-_Passive_language-5.png
[filesize] => 1468313
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5.png
[link] => https://www.nextafter.com/experiments/how-using-direct-and-specific-language-in-an-email-appeal-impacts-donor-conversion/attachment/control_-_passive_language-png-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control_-_passive_language-png-8
[status] => inherit
[uploaded_to] => 28824
[date] => 2022-10-12 21:31:27
[modified] => 2022-10-12 21:31:27
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1866
[height] => 1632
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-300x262.png
[medium-width] => 300
[medium-height] => 262
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-768x672.png
[medium_large-width] => 640
[medium_large-height] => 560
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-1024x896.png
[large-width] => 640
[large-height] => 560
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-1536x1343.png
[1536x1536-width] => 1536
[1536x1536-height] => 1343
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5.png
[2048x2048-width] => 1866
[2048x2048-height] => 1632
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-600x400.png
[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_-_Passive_language-5-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 612
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-50x44.png
[admin-width] => 50
[admin-height] => 44
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5.png
[full-width] => 1866
[full-height] => 1632
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-372x325.png
[thumb_372-width] => 372
[thumb_372-height] => 325
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-715x625.png
[single_post_thumbnail-width] => 715
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-48x42.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-64x56.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 56
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-128x112.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 112
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-77x67.png
[thumb_122_67-width] => 77
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-153x134.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 134
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-130x114.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 114
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-202x177.png
[thumb_232_177-width] => 202
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-544x476.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 476
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-271x237.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 237
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-271x237.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 237
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-197x172.png
[thumb_272_172-width] => 197
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-372x325.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 325
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-372x325.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 325
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-309x270.png
[thumb_385_270-width] => 309
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-276x241.png
[thumb_416_241-width] => 276
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-448x392.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 392
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-896x784.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 784
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-437x382.png
[thumb_574_382-width] => 437
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-452x395.png
[thumb_776_395-width] => 452
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 28830
[id] => 28830
[title] => Treatment_-_Direct_language.png
[filename] => Treatment_-_Direct_language-1.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1.png
[link] => https://www.nextafter.com/experiments/how-using-direct-and-specific-language-in-an-email-appeal-impacts-donor-conversion/attachment/treatment_-_direct_language-png-2/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_-_direct_language-png-2
[status] => inherit
[uploaded_to] => 28824
[date] => 2022-05-16 15:41:30
[modified] => 2022-05-16 15:41:30
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1978
[height] => 894
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-300x136.png
[medium-width] => 300
[medium-height] => 136
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-768x347.png
[medium_large-width] => 640
[medium_large-height] => 289
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-1024x463.png
[large-width] => 640
[large-height] => 289
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-1536x694.png
[1536x1536-width] => 1536
[1536x1536-height] => 694
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1.png
[2048x2048-width] => 1978
[2048x2048-height] => 894
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-600x400.png
[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_-_Direct_language-1-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 316
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-50x23.png
[admin-width] => 50
[admin-height] => 23
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1.png
[full-width] => 1978
[full-height] => 894
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-372x168.png
[thumb_372-width] => 372
[thumb_372-height] => 168
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-980x443.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 443
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-32x14.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-64x29.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 29
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-128x58.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 58
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-122x55.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 55
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-153x69.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 69
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-130x59.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 59
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-232x105.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 105
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-544x246.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 246
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-271x122.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 122
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-271x122.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 122
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-272x123.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 123
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-372x168.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 168
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-372x168.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 168
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-385x174.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 174
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-416x188.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 188
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-448x202.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 202
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-896x405.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 405
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-574x259.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 259
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-776x351.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 351
) ) )
T1: Treatment - Direct language
Array
(
[0] => Array
(
[ID] => 35252
[id] => 35252
[title] => Control_-_Passive_language.png
[filename] => Control_-_Passive_language-5.png
[filesize] => 1468313
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5.png
[link] => https://www.nextafter.com/experiments/how-using-direct-and-specific-language-in-an-email-appeal-impacts-donor-conversion/attachment/control_-_passive_language-png-8/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control_-_passive_language-png-8
[status] => inherit
[uploaded_to] => 28824
[date] => 2022-10-12 21:31:27
[modified] => 2022-10-12 21:31:27
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1866
[height] => 1632
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-300x262.png
[medium-width] => 300
[medium-height] => 262
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-768x672.png
[medium_large-width] => 640
[medium_large-height] => 560
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-1024x896.png
[large-width] => 640
[large-height] => 560
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-1536x1343.png
[1536x1536-width] => 1536
[1536x1536-height] => 1343
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5.png
[2048x2048-width] => 1866
[2048x2048-height] => 1632
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-600x400.png
[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_-_Passive_language-5-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 612
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-50x44.png
[admin-width] => 50
[admin-height] => 44
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5.png
[full-width] => 1866
[full-height] => 1632
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-372x325.png
[thumb_372-width] => 372
[thumb_372-height] => 325
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-715x625.png
[single_post_thumbnail-width] => 715
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-48x42.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-64x56.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 56
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-128x112.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 112
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-77x67.png
[thumb_122_67-width] => 77
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-153x134.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 134
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-130x114.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 114
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-202x177.png
[thumb_232_177-width] => 202
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-544x476.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 476
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-271x237.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 237
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-271x237.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 237
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-197x172.png
[thumb_272_172-width] => 197
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-372x325.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 325
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-372x325.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 325
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-309x270.png
[thumb_385_270-width] => 309
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-276x241.png
[thumb_416_241-width] => 276
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-448x392.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 392
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-896x784.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 784
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-437x382.png
[thumb_574_382-width] => 437
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Passive_language-5-452x395.png
[thumb_776_395-width] => 452
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 28830
[id] => 28830
[title] => Treatment_-_Direct_language.png
[filename] => Treatment_-_Direct_language-1.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1.png
[link] => https://www.nextafter.com/experiments/how-using-direct-and-specific-language-in-an-email-appeal-impacts-donor-conversion/attachment/treatment_-_direct_language-png-2/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_-_direct_language-png-2
[status] => inherit
[uploaded_to] => 28824
[date] => 2022-05-16 15:41:30
[modified] => 2022-05-16 15:41:30
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1978
[height] => 894
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-300x136.png
[medium-width] => 300
[medium-height] => 136
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-768x347.png
[medium_large-width] => 640
[medium_large-height] => 289
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-1024x463.png
[large-width] => 640
[large-height] => 289
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-1536x694.png
[1536x1536-width] => 1536
[1536x1536-height] => 694
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1.png
[2048x2048-width] => 1978
[2048x2048-height] => 894
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-600x400.png
[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_-_Direct_language-1-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 316
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-50x23.png
[admin-width] => 50
[admin-height] => 23
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1.png
[full-width] => 1978
[full-height] => 894
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-372x168.png
[thumb_372-width] => 372
[thumb_372-height] => 168
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-980x443.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 443
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-32x14.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-48x22.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 22
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-64x29.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 29
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-128x58.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 58
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-122x55.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 55
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-153x69.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 69
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-130x59.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 59
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-232x105.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 105
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-544x246.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 246
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-271x122.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 122
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-271x122.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 122
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-272x123.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 123
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-372x168.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 168
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-372x168.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 168
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-385x174.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 174
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-416x188.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 188
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-448x202.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 202
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-896x405.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 405
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-574x259.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 259
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Direct_language-1-776x351.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 351
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - Passive language | 0.01% | ||
| T1: | Treatment - Direct language | 0.03% | 218.9% | 98.3% |
This experiment has a required sample size of 35,573 in order to be valid. Since the experiment had a total sample size of 106,025, 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
× 218.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a valid 218% lift in donor conversion rate with a 98% level of confidence. These results indicate that the Navigators’ audience responds more to a direct specific ask and goal. Being direct on what results from their gift “sending a child to camp” vs a macro goal of “impacting the next generation” will inspire more gifts.