How positioning of your gift impacted donor conversion rate Experiment ID: #19378

Americans for Prosperity

Experiment Summary

Timeframe: 12/16/2019 - 12/27/2019

During year-end prospecting efforts, Americans for Prosperity launched their annual “National Concerned Citizen’s Survey” offer. The survey was promoted through ads and housefile emails. In the instant donation page that followed, we developed a treatment that explored the idea that someone’s gift to AFP would be used to return power to the people who feel unheard.

Research Question

Will positioning the gift as empowering people who don’t feel heard increase donor conversion rate?


C: More grassroots activists
T1: Give you a voice


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: More grassroots activists 6.3% $0.00
T1: Give you a voice 2.8% -55.0% 96.4% $0.00

This experiment has a required sample size of 279 in order to be valid. Since the experiment had a total sample size of 636, 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
× 55.0% decrease in conversion rate
× 0% increase in average gift

Key Learnings

With a 96.4% level of confidence, the treatment message decreased donor conversion rate by 55%.

We will continue with adding a countdown clock in an attempt to boost conversion rate.

Experiment Documented by...

Greg Colunga

Greg is Executive Vice President 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.