How focusing on the benefits of the offer impacted email acquisition Experiment ID: #7043

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Timeframe: 7/20/2017 - 7/31/2017

Buckner International had been running a devotional offer for parents as a means of email acquisition for roughly 2 months. We had performed a series of experiments to boost the performance of the campaign but none had given us the kind of lift that we look for on a campaign like this.

We noticed that the cost per email had begun to rise over time. Instead of turning off the campaign, we decided to try out one more experiment. In this instance, we wanted to see if we could reframe the offer to highlight the benefits of prayer itself (not just the benefits of the offer) and incorporating actual scripture into the ad.

Research Question

Will focusing on the benefits of the action the offer promotes increase email acquisition for a biblically focused offer?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS


C: No Scripture
T1: With Scripture


Treatment Name Conv. Rate Relative Difference Confidence
C: No Scripture 0.56%
T1: With Scripture 1.0% 78.9% 100.0%

This experiment has a required sample size of 3,782 in order to be valid. Since the experiment had a total sample size of 81,994, 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
× 78.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

The new ad resulted in a 79% increase to the number of emails acquired. The increased conversion rate and relevance also brought the cost per email acquired down 43%.

This ad treatment tested several different factors but it can largely be boiled down to focusing on the positive benefits the audience will get from the offer instead of the burden of prayer. Even the tone of the treatment is more positive when compared to the control that used words like “rut” and “prayers become stale.” This is an important lesson to learn when we look to promote more of these biblically-focused offers.

Share this research with a colleague

Our mission is to help elevate the field of fundraising by openly sharing our research and inspiring a wider community of testing and optimization. If you have found our research to be helpful, insightful, or even just interesting—please share it with a fellow fundraiser.

Get the Detailed Case Study

Get a copy of the slides that highlight the different elements of the experiment, the variables that were changed, and the key takeaways and learnings that you can apply to your own organization.

Pick your format of choice:

Experiment Documented by...

Allison Jones

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