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Oregon Public Broadcasting

Which motivates monthly giving more missional or incentive

Experiment ID: #197258

Oregon Public Broadcasting

Experiment Summary

Timeframe: 04/30/2025 - 05/01/2025

This experiment was conducted for Oregon Public Broadcasting (OPB), an NPR station serving communities across Oregon, for their May Fund Drive. The goal was to test messaging strategies in a pre-drive email specifically targeted to current sustainers.

The focus of the test was to explore how the framing of the email might influence giving behavior—particularly whether leading with OPB’s mission and the value it brings to the community if would be more effective than emphasizing giveaway or premium incentives up front.

Research Question

If we position the email to lead with OPB’s mission and community value before introducing giveaway/premium incentives, then we will see a higher rate of increased monthly gifts because readers will be more motivated by their identity and impact as a supporter than by the potential reward.

Design

C: Control
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T1: Treatment 1
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 14.0%
T1: Treatment 1 17.6% 25.1% 99.5%

This experiment has a required sample size of 816 in order to be valid. Since the experiment had a total sample size of 3,402, and the level of confidence is above 95% the 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
× 25.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

🔑 Key Learnings

Control Version Performance (All Sends Combined):
  • Delivered: 43,089
  • Opens: 19,430
  • Unique Clicks: 1,922
  • Sustainer Increase Clicks: 243
  • "Enter to Win" Clicks: 1705
  • Gifts: 270
  • Total Annual Revenue: $93,936
Test Version Performance (All Sends Combined):
  • Delivered: 43,106
  • Opens: 19,407
  • Unique Clicks: 1,480
  • Sustainer Increase Clicks: 305
  • "Enter to Win" Clicks: 1156
  • Gifts: 260
  • Total Annual Revenue: $82,020
This suggests that the test message—rooted in mission and identity—was more effective at converting engaged users into donors, even with fewer total clicks. The stronger sustainer increase clicks (305 vs. 243) also indicate that this values-driven approach may resonate more with committed supporters motivated by impact rather than incentives. That said, the lower number of total clicks for the Test version may point to a need for refinement in the subject line or initial framing to boost engagement. Additionally, optimizing the donation experience to better reflect the emotional tone and mission-first message could help lift both click volume and conversion.

✅ Next Steps

  • Rerun the experiment in a future drive to further explore how mission-first messaging affects sustainer behavior.
  • Test and align donation page language and layout to reflect the same identity and impact-driven message from the email—especially for upgrade paths.
  • Experiment with variations of mission-led messaging to identify the most effective framing for sustainer upgrades.

Experiment Documented by Yanni Saratsis

Question about experiment #197258

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