Is a specific ask better than an open ended ask?
Experiment ID: #195428
Moody Radio
Experiment Summary
Ended On: 02/18/2025
During previous campaigns we have found that putting a slide in ask on the internal pages of the Moody Bible Institute (edu) website increases donations to the campaign.
For this test we wanted to see if we could increase the average gift, while also not sacrificing donations, by asking for a specific gift amount of $60. To get to the $60 ask we looked at their overall average gift (excluding majors). Below is what we found.
Research Question
We believe that having a specific gift amount for a slide in ask on the internal pages of the website will achieve a higher donor conversion because having a suggested gift amount will decrease decision friction.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.31% | ||
| T1: | Treatment #1 | 0.13% | -59.7% | 74.0% |
This experiment has a required sample size of 4,827 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 having a specific gift amount suggested in a slide in ask on the internal pages of the Moody Bible Institute website led to a significant decrease in donations. While the hypothesis suggested that providing a suggested amount would reduce decision friction and increase donor conversion, the results showed the opposite effect. In future experimentation, it is important to carefully analyze the potential impact of suggesting a specific gift amount on donor behavior before implementing any changes. Additionally, it is crucial to ensure that statistically significant results are achieved with a high level of confidence before making any decisions based on the outcomes of an experiment. It is also recommended to consider conducting further tests or adjusting the approach to understand the reasons behind the unexpected outcome and to potentially uncover the most effective strategy for increasing donations without sacrificing donor conversion.