The impact of direct mail cultivation on overall revenue
Experiment ID: #16471
Hillsdale College
Experiment Summary
Timeframe: 07/01/2018 - 06/11/2019
For the complete writeup, visit https://app.winstonknows.com/e/z7Nd.
Hillsdale College was looking for new ways to help retain existing donors. Knowing the importance of good cultivation and stewardship, we wanted to focus on methods that could improve the frequency and method for communicating impact and gratitude to the donors. One hypothesis was to send post cards throughout the year that both thanked them for their support and reminded them of the impact their gift.
To do this, we isolated 350K donors and split it randomly in such a way that there would be equal representation for each donor lifecycle segment. Half of these donors would receive four post cards throughout the year in addition to the normal communication stream. The control group would just get the standard communications.
Research Question
Does sending cultivation and stewardship-focused post cards increase revenue?
Design
C: No Post Card
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[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-300x272.jpg
[medium-width] => 300
[medium-height] => 272
[medium_large] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-768x696.jpg
[medium_large-width] => 640
[medium_large-height] => 580
[large] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-1024x928.jpg
[large-width] => 640
[large-height] => 580
[1536x1536] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-1536x1392.jpg
[1536x1536-width] => 1536
[1536x1536-height] => 1392
[2048x2048] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-2048x1856.jpg
[2048x2048-width] => 2048
[2048x2048-height] => 1856
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-scaled.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 634
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-50x45.jpg
[admin-width] => 50
[admin-height] => 45
[full] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-scaled.jpg
[full-width] => 2560
[full-height] => 2320
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[thumb_372-height] => 337
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-690x625.jpg
[single_post_thumbnail-width] => 690
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-32x29.jpg
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[thumb_32_32-height] => 29
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-48x43.jpg
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[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-64x58.jpg
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[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-128x116.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 116
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-74x67.jpg
[thumb_122_67-width] => 74
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-153x139.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 139
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-130x118.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 118
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-195x177.jpg
[thumb_232_177-width] => 195
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-544x493.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 493
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-271x246.jpg
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[thumb_271_346-height] => 246
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-271x246.jpg
[thumb_271_271-width] => 271
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 337
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-372x337.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 337
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-298x270.jpg
[thumb_385_270-width] => 298
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 266
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-448x406.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 406
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-896x812.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 812
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-422x382.jpg
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[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-436x395.jpg
[thumb_776_395-width] => 436
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-scaled.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 272
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-scaled.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 363
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/With_Post_Card-22-scaled.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 544
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | No Post Card | $36.85 | $107.10 | ||
| T1: | With Post Card | $37.02 | 0.5% | 66.7% | $105.67 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
We did not see a statistically significant change to overall revenue. We did observe a 1.8% increase to donor retention / reactivation but the decrease in revenue per donor resulted in minimal difference between overall revenue.