Will a missional ask or a premium offer perform better as a text message
Experiment ID: #184601
Pathway to Victory
Experiment Summary
Ended On: 07/02/2024
Pathway to Victory is the broadcast ministry of First Baptist Dallas.
Each June and December, PTV does a match campaign to encourage donors to give as their impact is doubled.
Typically PTV will lead with their premium book with the match to encourage giving.
In email we have seen success in testing the premium book vs a missional ask, and seeing the missional ask prevail as winner.
Therefore we decided to test and see if the same would be true through a text message.
Research Question
We believe that a mission ask for text message receipients will achieve a higher donor conversion rate because they are focused on impacting and supporting the mission of PTV rather than being motivated to receive an item.
Design
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)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.10 | $47.57 | ||
| T1: | Treatment | $0.14 | 42.2% | 88.1% | $48.31 |
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 a missional ask in a text message resulted in a 42.2% increase in revenue and 40% increase in donations for Pathway to Victory. This indicates that donors who received a message focused on impacting and supporting the mission of PTV were more likely to donate compared to those who were motivated by receiving a premium book. In future experimentation, it would be beneficial to continue testing the effectiveness of missional asks in different communication channels to see if the trend of higher donor conversion rates holds true across various platforms. Additionally, conducting more experiments with a larger sample size may help to increase the level of statistical confidence and provide more conclusive results. Overall, the results suggest that emphasizing the mission and impact of Pathway to Victory in donation appeals may be more compelling to donors than offering incentives or premium items. It would be valuable to incorporate this learning into future fundraising campaigns to potentially increase donor engagement and support for the organization's mission.