How a membership offer impacted donor conversion on The Daily Signal
The Heritage Foundation
Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.
Experiment Summary
Timeframe: 03/27/2018 - 04/04/2018
During the final days of The Heritage Foundation’s membership campaign, we wanted to test out of the their most highly trafficked websites, The Daily Signal, to see if it could be a significant source of donors for the campaign. Historically, we had found that offers that were specifically are framed around The Daily Signal were the better performing offers compared to those that were focused on giving to Heritage. However, the membership offer had been one of the highest performing acquisition offers for Heritage in the past and it had a built in deadline of March 31 which had been found to work on The Daily Signal in the past.
As a result, we decided to test the evergreen Daily Signal donation offer against The Heritage Foundation membership offer.
Research Question
Will a Heritage membership offer have a significant impact on donor conversion of visitors viewing The Daily Signal?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Daily Signal | 0.02% | ||
| T1: | Membership | 0.12% | 550.3% | 100.0% |
This experiment has a required sample size of 5,385 in order to be valid. Since the experiment had a total sample size of 125,157, 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
× 550.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
We found that the membership offer with the end of month deadline had a 550% increase in donor conversion over the standard Daily Signal donation offer. As a note, this is something that will need to be further tested and validated. This may be the result of the deadline, not just the offer. The next step in this testing would be to target the offer without the deadline to see if it has a similar level of success.