Focus on the Family

What message resonates more “give hope” or “deliver hope”

Experiment ID: #192635

Focus on the Family

Experiment Summary

Timeframe: 11/04/2024 - 11/21/2024

Each high-urgency campaign FOTF pushes a wiki header on their homepage. When the campaign first started we wanted to make sure that the language that we used in it was the most optimized that it could be going into our biggest testing season. For this we wanted to see if “give hope” or “deliver hope” resonates more with their audience. While the actual message itself is very similar, we were able to see a massive difference when it comes to making a gift.

Research Question

We believe that changing the copy from “giving hope” to “deliver hope” for the homepage wiki header will achieve a higher donor conversion rate because while the language is slightly different the tangibility between deliver and give is significant.

Design

C: Control
Array ( [0] => Array ( [ID] => 69440 [id] => 69440 [title] => Control.png [filename] => Control-180.png [filesize] => 40234 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [link] => https://www.nextafter.com/experiments/what-message-resonates-more-give-hope-or-deliver-hope/attachment/control-png-9665/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-9665 [status] => inherit [uploaded_to] => 69430 [date] => 2025-01-16 15:57:26 [modified] => 2025-01-16 15:57:26 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 464 [height] => 106 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-300x69.png [medium-width] => 300 [medium-height] => 69 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [medium_large-width] => 464 [medium_large-height] => 106 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [large-width] => 464 [large-height] => 106 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [1536x1536-width] => 464 [1536x1536-height] => 106 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [2048x2048-width] => 464 [2048x2048-height] => 106 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-600x400.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-180-600x600.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-180-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-50x11.png [admin-width] => 50 [admin-height] => 11 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [full-width] => 464 [full-height] => 106 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-372x85.png [thumb_372-width] => 372 [thumb_372-height] => 85 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [single_post_thumbnail-width] => 464 [single_post_thumbnail-height] => 106 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-32x7.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 7 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-48x11.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 11 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-64x15.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 15 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-128x29.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 29 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-122x28.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 28 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-153x35.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 35 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-130x30.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 30 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-232x53.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 53 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [thumb_272_325-width] => 464 [thumb_272_325-height] => 106 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-271x62.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 62 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-271x62.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 62 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-272x62.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 62 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-372x85.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 85 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-372x85.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 85 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-385x88.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 88 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-416x95.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 95 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-448x102.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 102 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [thumb_448_410_retina-width] => 464 [thumb_448_410_retina-height] => 106 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [thumb_574_382-width] => 464 [thumb_574_382-height] => 106 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [thumb_776_395-width] => 464 [thumb_776_395-height] => 106 ) ) [1] => Array ( [ID] => 69441 [id] => 69441 [title] => Treatment.png [filename] => Treatment-4.png [filesize] => 47459 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [link] => https://www.nextafter.com/experiments/what-message-resonates-more-give-hope-or-deliver-hope/attachment/treatment-png-498/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment-png-498 [status] => inherit [uploaded_to] => 69430 [date] => 2025-01-16 15:57:31 [modified] => 2025-01-16 15:57:31 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 512 [height] => 152 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-300x89.png [medium-width] => 300 [medium-height] => 89 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [medium_large-width] => 512 [medium_large-height] => 152 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [large-width] => 512 [large-height] => 152 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [1536x1536-width] => 512 [1536x1536-height] => 152 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [2048x2048-width] => 512 [2048x2048-height] => 152 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-600x400.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-4-600x600.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-4-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-50x15.png [admin-width] => 50 [admin-height] => 15 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [full-width] => 512 [full-height] => 152 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-372x110.png [thumb_372-width] => 372 [thumb_372-height] => 110 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [single_post_thumbnail-width] => 512 [single_post_thumbnail-height] => 152 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-32x10.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 10 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-48x14.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 14 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-64x19.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 19 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-128x38.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 38 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-122x36.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 36 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-153x45.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 45 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-130x39.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 39 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-232x69.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 69 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [thumb_272_325-width] => 512 [thumb_272_325-height] => 152 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-271x80.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 80 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-271x80.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 80 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-272x81.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 81 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-372x110.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 110 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-372x110.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 110 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-385x114.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 114 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-416x124.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 124 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-448x133.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 133 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [thumb_448_410_retina-width] => 512 [thumb_448_410_retina-height] => 152 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [thumb_574_382-width] => 512 [thumb_574_382-height] => 152 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [thumb_776_395-width] => 512 [thumb_776_395-height] => 152 ) ) )
T1: Treatment
Array ( [0] => Array ( [ID] => 69440 [id] => 69440 [title] => Control.png [filename] => Control-180.png [filesize] => 40234 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [link] => https://www.nextafter.com/experiments/what-message-resonates-more-give-hope-or-deliver-hope/attachment/control-png-9665/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-9665 [status] => inherit [uploaded_to] => 69430 [date] => 2025-01-16 15:57:26 [modified] => 2025-01-16 15:57:26 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 464 [height] => 106 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-300x69.png [medium-width] => 300 [medium-height] => 69 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [medium_large-width] => 464 [medium_large-height] => 106 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [large-width] => 464 [large-height] => 106 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [1536x1536-width] => 464 [1536x1536-height] => 106 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [2048x2048-width] => 464 [2048x2048-height] => 106 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-600x400.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-180-600x600.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-180-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-50x11.png [admin-width] => 50 [admin-height] => 11 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [full-width] => 464 [full-height] => 106 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-372x85.png [thumb_372-width] => 372 [thumb_372-height] => 85 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [single_post_thumbnail-width] => 464 [single_post_thumbnail-height] => 106 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-32x7.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 7 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-48x11.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 11 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-64x15.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 15 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-128x29.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 29 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-122x28.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 28 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-153x35.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 35 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-130x30.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 30 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-232x53.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 53 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [thumb_272_325-width] => 464 [thumb_272_325-height] => 106 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-271x62.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 62 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-271x62.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 62 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-272x62.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 62 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-372x85.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 85 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-372x85.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 85 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-385x88.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 88 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-416x95.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 95 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180-448x102.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 102 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [thumb_448_410_retina-width] => 464 [thumb_448_410_retina-height] => 106 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [thumb_574_382-width] => 464 [thumb_574_382-height] => 106 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-180.png [thumb_776_395-width] => 464 [thumb_776_395-height] => 106 ) ) [1] => Array ( [ID] => 69441 [id] => 69441 [title] => Treatment.png [filename] => Treatment-4.png [filesize] => 47459 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [link] => https://www.nextafter.com/experiments/what-message-resonates-more-give-hope-or-deliver-hope/attachment/treatment-png-498/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment-png-498 [status] => inherit [uploaded_to] => 69430 [date] => 2025-01-16 15:57:31 [modified] => 2025-01-16 15:57:31 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 512 [height] => 152 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-300x89.png [medium-width] => 300 [medium-height] => 89 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [medium_large-width] => 512 [medium_large-height] => 152 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [large-width] => 512 [large-height] => 152 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [1536x1536-width] => 512 [1536x1536-height] => 152 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [2048x2048-width] => 512 [2048x2048-height] => 152 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-600x400.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-4-600x600.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-4-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-50x15.png [admin-width] => 50 [admin-height] => 15 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [full-width] => 512 [full-height] => 152 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-372x110.png [thumb_372-width] => 372 [thumb_372-height] => 110 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [single_post_thumbnail-width] => 512 [single_post_thumbnail-height] => 152 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-32x10.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 10 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-48x14.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 14 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-64x19.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 19 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-128x38.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 38 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-122x36.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 36 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-153x45.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 45 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-130x39.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 39 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-232x69.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 69 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [thumb_272_325-width] => 512 [thumb_272_325-height] => 152 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-271x80.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 80 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-271x80.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 80 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-272x81.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 81 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-372x110.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 110 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-372x110.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 110 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-385x114.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 114 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-416x124.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 124 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4-448x133.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 133 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [thumb_448_410_retina-width] => 512 [thumb_448_410_retina-height] => 152 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [thumb_574_382-width] => 512 [thumb_574_382-height] => 152 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-4.png [thumb_776_395-width] => 512 [thumb_776_395-height] => 152 ) ) )

Results

 Treatment NameRevenue per VisitorRelative DifferenceConfidenceAverage Gift
C: Control $1.76$80.76
T1: Treatment $4.12134.6% 87.8%$142.53

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

The key learning from this experiment is that changing the copy from “giving hope” to “deliver hope” for the homepage wiki header resulted in a significant increase in Revenue for All Traffic, specifically a 134.6% increase. However, the statistical confidence level of 87.8% falls slightly below the typical threshold of 95% for results to be considered valid.

In future experimentation, it would be important to continue testing different language variations to validate the initial positive outcome. Additionally, considering the notable increase in revenue seen with the change from “giving hope” to “deliver hope,” it might be beneficial to explore further tests that focus on emphasizing the tangible impact and action-oriented language to drive donor conversion rates. Ultimately, this experiment highlights the importance of continuously testing and refining messaging to maximize effectiveness in engaging with the audience and achieving campaign goals.


Experiment Documented by NextAfter

Question about experiment #192635

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.