How using lapsed donor information in email impacted donations and revenue
First Baptist Dallas
Experiment Summary
Ended On: 04/26/2023
Pathway to Victory is a broadcast ministry of First Baptist Dallas. Through radio, television, digital resources, and books, Dr. Robert Jeffress delivers bold, biblical truth to equip the saints in piercing a dark culture.
As we look to reactivate lapsed donors (no gift in over 12 months) we decided to test including information on their last gift date and amount.
Research Question
We believe that by referencing a donors last gift date and amount for donors lapsed over 365 days will achieve a higher conversion rate because they are reminded that they have previously been invested and the work that has been possible.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $2.83 | $39.00 | ||
| T1: | Treatment #1 | $10.81 | 282.4% | 97.4% | $67.00 |
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
× 122.6% increase in conversion rate
× 71.8% increase in average gift
282.4% increase in revenue
Key Learnings
The key learning from this experiment is that referencing a donor’s last gift date and amount in communications can significantly increase revenue from lapsed donors. The treatment version, which included this information, saw a 282.4% increase in revenue compared to the control version without this information.
In future experimentation, we should continue to test the effectiveness of personalization in communication with lapsed donors. We can experiment with different ways of incorporating donor history, such as highlighting specific projects or programs that the donor has previously supported. We should also consider segmenting lapsed donors based on their giving history and tailoring messaging accordingly. Overall, the findings suggest that personalization and targeted messaging can be effective in re-engaging lapsed donors and increasing revenue for the organization.