Reasons to Believe

Will asking for a larger specific amount increase donations and average gift size

Experiment ID: #46629

Reasons to Believe

Experiment Summary

Ended On: 01/20/2021

We wanted to test if sending a direct ask email mentioning a matching gift and asking for a small number of donors to donate a larger amount VS the standard direct ask mentioning the match would help increase the average gift as well as overall revenue.

So the control email mentioned the match and asked for a gift while the treatment mentioned the match and asked for 10 donors to make a gift of $1,000.

Research Question

We believe that by asking for a larger specific donation amount for a smaller donor set will achieve an increase donations and average gift size.


C: Control
T1: Treatment #1


  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $205.91 $11,737.00
T1: Treatment #1 $837.25 306.6% 77.4% $16,745.00

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

While the control email performed well and received 54 transactions for $11,737 with an average gift of $217.35 the treatment email saw a smaller number of donations with only 20 transactions but saw a significant increase in revenue and average gift. The total amount raised in the treatment email was $16,745 for an average gift of $837.25!

From this, we see that asking for a smaller number of donors with a larger donation amount can provide exclusivity and an urgency to donate now.


Experiment Documented by NextAfter

Question about experiment #46629

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