How link placement in a fundraising appeal affects donor conversion
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: 01/29/2018 - 02/05/2018
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?
Design
Results
| 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 automatically increased chances to get people to the donation page. This is a good tactic to use to increase traffic in future emails, however, the treatment page didn’t impact overall giving to the donation page.