The impact of donor-centric benefits on a monthly donor appeal
Care Net
Experiment Summary
Timeframe: 03/10/2021 - 04/23/2021
We have had great success acquiring new monthly donors by using language that emphasized how they would save babies from abortion 365 days a year. However, none of our language focused on ways becoming a monthly donor would benefit the Donor. So we decided to test whether adding benefits to the donor would increase monthly donor conversion on the page.
Research Question
We believe that providing the practical benefits of becoming a monthly donor for visitors will achieve greater conversion.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.09 | $26.91 | ||
| T1: | With Benefits | $0.18 | 94.9% | 95.9% | $39.64 |
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
× 32.3% increase in conversion rate
× 47.3% increase in average gift
94.9% increase in revenue
Key Learnings
While we weren’t able to validate the test for transactions, we found that we significantly increased donor revenue on the treatment (94.9%) for returning visitors and those coming to the page via Email. We believe that this demonstrates that visitors who are already familiar with Care Net and our brand are more likely to react positively to the additional benefits provided by becoming a monthly donor.
Observations of the impact on other visitor segments in the experiment:
- Email visitors had a 689.8% increase in revenue with a 96% level of confidence.
We will roll out this benefits language to all our monthly donor acquisition pages. We will also test it in our emails as well.