How link placement in a fundraising appeal affects donor conversion Experiment ID: #8477

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: 1/29/2018 - 1/31/2018

Buckner International was sending out a January fundraising appeal to their housefile regarding their Family Hope Center budget campaign. They wanted to test whether adding a donation opportunity earlier in the email, as well as at the end would increase click rate and traffic to the donation page. The rest of the email remained the same.

Research Question

Does link placement in a fundraising appeal affect click rate?


C: Link at the end
T1: Link in middle & end


Treatment Name Click Rate Relative Difference Confidence
C: Link at the end 3.0%
T1: Link in middle & end 5.4% 84.5% 100.0%

This experiment has a required sample size of 488 in order to be valid. Since the experiment had a total sample size of 6,644, 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:

    84.5% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment email increased click rate to the donation page by 85%. By giving people more opportunities to click earlier in the email, we are able to increase the chances of getting people to the donation page. This is a good tactic to use to increase traffic in future emails, however, we will need to continue to test this since the treatment didn’t experience a statistically significant lift to giving just yet.

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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.