How getting visitors to actively align around stated principles impacts downstream donor conversion Experiment ID: #9400

Americans for Prosperity

Experiment Summary

Timeframe: 8/8/2018 - 8/20/2018

Americans for Prosperity was running an Open Letter to the Senate for the upcoming Supreme Court confirmation hearings. As part of the process, the visitors were asked to sign a statement of belief and were then presented with an opportunity to make a gift. With an email acquisition rate above 60%, our previous experiments had found it difficult to improve the email acquisition page.

However, the high motivation of visitors presented a new opportunity to potentially improve the downstream donor conversion. We had the hypothesis that if we had the visitors actively commit to each of the statements of the open letter instead of just signing their name, they would be better aligned to the values presented in the donation value proposition shown on the next screen which would increase their donor conversion.

Research Question

Will having visitors actively confirm the open letter statements improve downstream donor conversion?

Design

C: shortened version
T1: micro-yeses

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: shortened version 0.08%
T1: micro-yeses 0.16% 95.2% 98.1%

This experiment has a required sample size of 15,373 in order to be valid. Since the experiment had a total sample size of 44,197, 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
× 95.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

By having donors actively agree with the various statements in the open letter, the donors were 95% more likely to make a gift on the next screen. We also monitored how this change impacted email acquisition and saw no significant difference to email acquisition rates. This would indicate that getting visitors to actively align around the principles of the open letter but them in a better mindset for donor conversion.

Given the significant increase to donor conversion and the decrease from the historical instant donor conversion rates (historically they were 0.3%), we will rerun this experiment to further validate these learnings.


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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.