Will donors be more likely to give when their gift funds a specific, tangible outcome rather than a broader appeal?
Experiment ID: #199345
International Mission Board
Experiment Summary
Ended On: 08/22/2025
IMB is raising funds for the 2025 Deaflympics in Tokyo to send sign-language-fluent missionaries who can share the Gospel with the Deaf community—one of the world’s most underserved groups.
For our kickoff housefile email, we tested two approaches: a broad appeal highlighting the overall need to send missionaries versus a tactical ask where donors could directly fund Olympic pins to spark Gospel conversations. We anticipated the treatment would resonate more, since it gave donors a clear, tangible way to fund the ministry side of the trip rather than the logistics of getting missionaries there.
We wanted to know if donors are more likely to give when their gift supports a specific, tangible outcome (pins for Gospel conversations) rather than a broad appeal for trip costs.
Note: The control used more urgency language, which may have influenced results.
Research Question
We believe that the tangible ask for Deaflympics 2025 will achieve an increase in donor conversion metrics because it gave donors a clear, tangible way to fund the ministry side of the trip rather than the logistics of getting missionaries there.
Design
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.03% | ||
| T1: | Treatment #1 | 0.01% | -58.5% | 100.0% |
This experiment has a required sample size of 49,405 in order to be valid. Since the experiment had a total sample size of 329,589, 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
× 58.5% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that the broad appeal highlighting the overall need to send missionaries for the 2025 Deaflympics in Tokyo was more effective in generating donations compared to the tactical ask to fund Olympic pins. Despite the hypothesis that the tangible ask would lead to an increase in donor conversion metrics by providing a clear and tangible way to fund the ministry side of the trip, the results showed a 58.5% decrease in donations for the treatment group.
Furthermore, the average gift size on the control was $112 while the treatment was $33, indicating that not only did the control lead to more gifts but it also led to larger gifts.
It is important to note that this was not an entirely clean test, but it could indicate that the pin-focused language was less compelling or too confusing for IMB's audience.
In future experimentation, it is important to consider the effectiveness of different messaging strategies and appeals when soliciting donations. It may be beneficial to continue testing different approaches to understand donor preferences and behavior better. Additionally, it could be valuable to conduct surveys or focus groups with donors to gather feedback on their motivations for giving and preferences for communication. This information can help tailor future campaigns to better resonate with donors and improve donation outcomes.