How the tone of an appeal affects clickthrough rate Experiment ID: #7387

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: 9/8/2017 - 9/8/2017

Buckner International was sending an update on their Hurricane Harvey relief efforts with an appeal to raise more funds for their efforts. One email in the test took a “story” approach of a family affected, while the other email took a more urgent approach, with a direct ask for funds.

Research Question

How does the tone of an appeal affect donor conversion rate?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS


C: Story Approach
T1: Urgent Approach


Treatment Name Click Rate Relative Difference Confidence
C: Story Approach 0.98%
T1: Urgent Approach 1.5% 56.1% 91.2%

This experiment has a required sample size of 3,143 in order to be valid. Since the experiment had a total sample size of 4,743, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

Although this experiment didn’t validate, the 91% validation gives us a good look at the directional lift in giving from the urgent approach. The control had 4 gifts, while the treatment had 6 gifts, and an overall higher revenue total. The click-through rate had a direct correlation to the motivation of the donor in this case.

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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.