-63.9% drop How a custom Facebook conversion event to target recurring purchases impacted recurring donor conversion rate

Date Added: October 23, 2020 Research Partner: The Heritage Foundation Element tested: Advertising

As a part of experimenting with Facebook's custom conversion events, we wanted to experiment with whether the custom-defined conversion event which specifically identified and send payment details back to Facebook's algorithm to differentiate between a single gift and a monthly recurring gift purchase type would impact the recurring donor conversion rate. For this campaign, we partnered with Wiland to identify a custom audience of lookalike donors who are most likely (per the Wiland model) to become a recurring donor for The Heritage Foundation. The only variable in this experiment was (a) the standard, out of the box, "purchase" event from Facebook vs. (b) the custom-defined "recurring purchase" event that we created and installed in Facebook.

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Not Valid How asking active donors to be one of a few donors to give a specific amount impacted revenue during a matching gift campaign

Date Added: September 22, 2020 Research Partner: The Heritage Foundation Element tested: Email Copy

As a part of The Heritage Foundation's matching gift campaign (called "The Board Challenge"), we wanted to experiment with the ask amount and approach. Typically, the organization has used "make your best gift today" kind of language within their control copy. In an attempt to set a smaller, more reasonable target, we wanted to experiment with driving donors to be "one of just X donors we need today to make a gift of Y." The idea behind this is to (a) set a relevant ask amount for the donors, but also (b) allow them to see that they can help achieve a "small quantity" goal at that amount, as well.

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Not Valid How asking lapsed donors to be one of a few donors to give a specific amount impacted donor conversion rate during a matching gift campaign

Date Added: September 22, 2020 Research Partner: The Heritage Foundation Element tested:

As a part of The Heritage Foundation's matching gift campaign (called "The Board Challenge"), we wanted to experiment with the ask amount and approach. Typically, the organization has used "make your best gift today" kind of language within their control copy. In an attempt to set a smaller, more reasonable target, we wanted to experiment with driving lapsed donors to be "one of just X donors we need today to make a gift of Y." The idea behind this is to (a) set a relevant ask amount for the donors, but also (b) allow them to see that they can help achieve a "small quantity" goal at that amount, as well.

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44.3% lift How asking non-donors to be one of a few donors to give a specific amount impacted donor conversion rate during a matching gift campaign

Date Added: September 22, 2020 Research Partner: The Heritage Foundation Element tested: Email Copy

As a part of The Heritage Foundation's matching gift campaign (called "The Board Challenge"), we wanted to experiment with the ask amount and approach. Typically, the organization has used "make your best gift today" kind of language within their control copy. In an attempt to set a smaller, more reasonable target, we wanted to experiment with driving non-donors to be "one of just X donors we need today to make a gift of Y." The idea behind this is to (a) set a relevant ask amount for the non-donors, but also (b) allow them to see that they can help achieve a "small quantity" goal at that amount, as well.

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30.5% lift How soliciting from a cultivation personality to a list they are not cultivating impacted donor conversion rate during a matching gift campaign

Date Added: September 22, 2020 Research Partner: The Heritage Foundation Element tested: Email Sender

The Heritage Foundation's Director of Membership has been cultivating a portion of the email house file for 9-months now, never having ever solicited the list directly. During this campaign, we wanted to see how the list he was cultivating would respond when he solicited. Furthermore, we also wanted to experiment with how using him as a solicitor would work for the portion of the list he was not cultivating, as well.

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31.5% lift How reducing decision friction impacted email clicks

Date Added: April 29, 2020 Research Partner: The Heritage Foundation Element tested: Email Copy

As part of a weekly cultivation series to a segment of their housefile, The Heritage Foundation was sending an invitation that included several links to participate in upcoming webinars taking place on various dates and covering various topics. They wanted to test if sending a single link to an individual webinar would increase email engagement. Our hypothesis was that eliminating the additional webinar options and focusing the call to action on one specific event would optimize for more clicks and lead to additional traffic to the website.



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-81.1% drop How tailoring your ask to the COVID-19 (Coronavirus) crisis impacted donor conversion rate

Date Added: April 14, 2020 Research Partner: The Heritage Foundation Element tested: Donation Page Copy

During The Heritage Foundation's annual Membership Card Campaign, the team decided to experiment with an upcoming membership renewal campaign email by tailoring the content and the call to action specifically to the COVID-19 crisis tethered to their core value proposition for membership.

We wanted to see how mentioning the COVID-19 crisis would impact renewal and giving.



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170.4% lift How Using Landing Page Copy in the Body of a Prospecting Email Directly Impacts Revenue

Date Added: April 14, 2020 Research Partner: The Heritage Foundation Element tested: Email Copy

Heritage Foundation had been using unique email creative for their email prospecting campaigns in an effort to increase Membership sign-ups and ultimately, revenue. To see if revenue would increase, they experimented with inserting the entire copy directly from their Membership landing page into the body of the email. Pre-Experiment Hypothesis: The Heritage Foundation Membership landing page provides the best information for why individuals should become a Heritage Foundation Member. As opposed to having to attract individuals first with an email before they see any relevant information, why not present the relevant information immediately to them in their email inbox?

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157.5% lift How SpotRight compares to other Facebook Audience Models for prospecting

Date Added: April 14, 2020 Research Partner: The Heritage Foundation Element tested: Advertising

The Heritage Foundation wanted to experiment with using a modeled audience from the new SpotRight tool available from Wiland, one of their data partners. SpotRight claims to use a proprietary model to produce a higher prospective customer list that is 10x more likely to become a buyer. In an attempt to validate the audiences it built, we setup an experiment with a Heritage modeled audience based upon targeting keywords and pushed approximately 20 million people into a targetable audience on Facebook. We then gave the campaign a modest budget (about 5% for the quarter) and a 19-day timeline to run our existing prospecting ads.

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488.9% lift How Adding a Direct Donation Ask Affects Revenue for a Google Ads Brand Campaign

Date Added: March 26, 2020 Research Partner: The Heritage Foundation Element tested:

The Heritage Foundation had been running long-standing control messages in Google Ads, and in an attempt to look at ways of decreasing costs, while maximizing revenue and ad clicks for donor conversion, they wanted to experiment with the ad copy to see how it would impact giving from visitors who clicked ads. Heritage decided to experiment with ad copy that "pre-qualified" the click, by creating more of a direct ask in the ad copy, which has historically produced fewer clicks, but increased donor conversion rates in other areas of experimentation.

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