39.3% lift Does a donation ask’s presentation (relative to other organic material surrounding it) impact generosity?

Date Added: November 2, 2018
Research Partner: CaringBridge
Element tested: Advertising

Each CaringBridge user’s private/protected site has a personal “homepage” where followers can quickly see all of the different types of information and actions related to that user’s personal health journey.

The tribute widget, an opportunity to give a gift to CaringBridge in honor of that user, was presented in the Control design (below) like an ad, where the rest of the content had a different format and organic feel.

The preliminary research question was this: is the ad-like presentation / format of that tribute widget keeping people from actually taking it seriously?



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-13.8% drop Impact of requiring mailing address on a course signup page

Date Added: November 2, 2018
Research Partner: Care Net
Element tested: Name Acquisition Form

We have had great success with donor acquisition via mail and telemarketing. However, our main online acquisition path had no mailing address requirement. We wanted to see the impact on conversion by asking visitors to complete a second step in enrolling for Pro-life 101. Visitors to the landing page came from a pledge page that required their first name, last name, and email. The course landing page auto-filled the email field and had “one button” course activation. The variation was the same, but with a small “step 1 of 2” sentence over the form. When submitted, it launched a second page with a form requiring mailing address.

Regardless of whether people submitted the address form, they would already be enrolled in the course. We wanted to see how many people would not see the donation page because they abandoned the process on the address form.



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36.4% lift Impact of adding additional clarity to the form

Date Added: November 2, 2018
Research Partner: Care Net
Element tested: Name Acquisition Form

Since we were testing requiring an address on our pro-life 101 acquisition funnel, we added a sentence to the first step landing page saying “step 1 of 2.” The control page had no address redirect, so there was no other step. Thus, we did not have any text over the form indicating what step it was in the process.



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45.7% lift How the type of content in an inline offer affects conversion rate

Date Added: November 2, 2018
Research Partner: Heartlight Ministries
Element tested: Name Acquisition Headline, Name Acquisition Copy

We validated a previous experiment with an inline content offer at the bottom of the Heartlight blog for a 29% lift in conversions. The next test in this series was to test our original offer, the Tough Guys and Drama Queens course, against our newest online course, Bridging the Gap With Your Teen. The layout and targeting was the same as the original test, with copy adjusted.



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200.8% lift How a new blog post title affects click-throughs in a Facebook ad

Date Added: November 2, 2018
Research Partner: NextAfter
Element tested: Advertising

In this experiment, we were trying to drive more traffic to a new blog post on email subject lines. The original blog post title focused on the “Nonprofit Email Subject Line Formula” since the blog itself presents a new formula to use to craft an effective subject line. But we wondered if we could create more interest and more traffic by making the title a little more tangible with “5 Ways to Improve…”



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42.7% lift How a more specific subject line affects opens, clicks, and conversions

Date Added: October 24, 2018
Research Partner: NextAfter
Element tested: Email Subject Line

In this email experiment, the original subject line posed a question that would be completely normal to receive from a colleague at this time of year…”How are your year-end plans coming?” It felt personal and genuine, but we wondered if it wasn’t doing enough to prime recipients for the upcoming call-to-action. So for the treatment, we created an subject like that maintained the personal nature (using the word “you”) and increased the specificity and clarity around what the content of the email was ultimately leading towards. For the treatment, we said “A new year-end fundraising webinar for you”.



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18.4% lift How bringing clarity to a call-to-action impacts donor conversion

Date Added: October 24, 2018
Research Partner: Focus on the Family
Element tested: Advertising

On Focus on the Family’s broadcast pages, they offer a daily resource for each broadcast. The button below the resource said, “Give Now”. In a previous experiment we tested that button copy against copy that communicated what people would get when they would click the button. We used button copy that read: “Get the DVD Here”. We were able to significantly increase traffic to the donation page with this tactic, but we actually decreased donor conversion. We hypothesized that with this approach people were expecting to just get their resource by clicking the resource button on that broadcast page and abandoned the donation page once they realized that in order to get the resource they had to make a gift to Focus. To build upon these learnings, we proposed bringing clarity to the buttons rather than the donation page so that we set the expectation prior to them getting to the donation page. To do this we ran a three way test: “Give Now” was the control, “Get Your Resource For a Gift of Any Amount Here” was the first treatment and “For a Gift of Any Amount, Get your Resource Here” was the second treatment.



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87.9% lift What impact does a matching gift have on donor conversion?

Date Added: October 23, 2018
Research Partner: Alliance Defending Freedom
Element tested: Email Copy, Email Call-to-Action, Donation Page Copy

Alliance Defending Freedom had a unique opportunity during their most recent high urgency campaign. They had secured a matching gift and the campaign they were running was being executed solely through email. This meant they could run an experiment to validate the impact of a matching gift without the risk of cross contaminating the control segment. (This can often happen if there are banner ads in addition to the email program which may cause subscribers in the control group to see messaging intended only for the treatment.)

They decided to split their subscriber file (a random split for both donors and nondonors) and maintain this split for the initial messaging of the campaign. They then sent the control group campaign messaging but without the mention of a matching gift. For the treatment group, they used the same basic messaging but incorporated language about doubling their gift and a deadline to take advantage of the match. They wanted to understand the impact this tactic would have on overall conversion.



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144.0% lift How using a different delivery method for a content offer impacts name conversion rate

Date Added: October 22, 2018
Research Partner: EWTN
Element tested: Advertising

On the ChurchPop website, they offer people the opportunity to sign up for their eNewsletter. This offer is presented at the bottom of their website pages. With the high volume of mobile traffic on this website, we hypothesized that presenting the offer in a different way might increase email conversion. To do this, we developed a mobile slide up that presented the content offer. As a person would start to scroll on their phone, a pop-up would appear (slide up) from the bottom. We also hypothesized that making the offer look more like the page might make increase engagement. We did



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-13.5% drop The impact of providing the entire eBook on a landing page

Date Added: October 22, 2018
Research Partner: Care Net
Element tested: Name Acquisition Copy

We had read in Hubspot’s blog that including the entire eBook on a landing page, with a dynamic CTA that follows the reader on the page, would increase conversion. We wanted to see if letting visitors “try before they buy” would increase the number of emails acquired. We decided to launch this test with Desktop traffic getting the entire eBook and mobile traffic getting only the first few pages. We ran the experiment for just over two weeks.



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