How the donation selection area can communicate tangible impact Experiment ID: #10843

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: 8/22/2018 - 9/7/2018

For Buckner International’s Shoes for Orphan Souls fundraising campaign, we wanted to find the best way to visualize the kind of impact a gift will have. In this situation, $25 would fund a pair of shoes for a child in need. Historically, we had placed text on the donation buttons but the buttons were usually far lower than the average gift amount.

We had the hypothesis that if we removed the buttons all together and created variable copy around the textfield that visitors entered their information, we would be able to secure larger gifts. We decided to test this out during the fundraising campaign.

Research Question

Will variable text around the donation amount field better communicate the impact of larger gifts and thus, increase revenue?

Design

C: Control
T1: Treatment Page

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 21.8% $0.00
T1: Treatment Page 19.3% -11.2% 59.8% $0.00

This experiment has a required sample size of 2,085 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

After running for the entire campaign, we saw there was no statistically significant difference between either of the two forms with regards to conversion rate or revenue. It it likely that both treatments adequately communicated the impact of lower dollar gifts (less than $100) and that the larger dollar gifts are not as concerned about the tangible impact of their gift. They are giving because they believe in the overall mission.


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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.