24.3% lift How rolling out a recurring gift pop-out on all donation pages impacts donor conversion.

Date Added: July 6, 2018
Research Partner: Focus on the Family
Element tested: Donation Page Copy, Donation Page Form

Focus on the Family recently launched an experiment on their primary donation page that gave people the opportunity to turn their one-time gift into a recurring gift right at the moment of the transaction. To do this, we created a pop-up that appeared right after a person clicked on the “Make a Donation” button and before the gift was processed that asked them if they would like to make their donation a recurring gift instead. The pop-up had value proposition on it for why they should become a recurring donor and lowered the gift amount to be 60% of what their original one-time gift was. A person would either click, “No, make my original gift” or “Yes, make my gift recurring”. The addition of the pop-up on the primary donation page increased recurring gifts by 64%. We hypothesized that we might be able to increase recurring donors from the other donation pages on the Focus on the Family website as well with this approach. We tested rolling this pop-up approach across their entire site.



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Not Valid How digital brand reinforcement impacts overall donor conversion

Date Added: July 5, 2018
Research Partner: Buckner International
Element tested: Advertising

Buckner International has recently made a significant effort to align their messaging across their various communication channels. What this means at a practical level is that the topic discussed in the direct mail letter will align with have several blog posts and what is being discussed on social media. The idea is that the more a constituent hears about a problem, the more likely they will be to response with a gift.

However, not all donors to Buckner follow them on social media or visit their website. In an effort to boost their brand reach, we decided to test showing brand ads that aligned to the current month’s message to those receiving direct mail pieces. We split the direct mail audience in half and showed 50% of their donors their brand ads via Facebook. By splitting their audience in half, we will then be able to analyze the impact of these ads



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80.2% lift How a more concise value proposition and brand-aligned imagery affects conversion rate in a Facebook ad

Date Added: June 29, 2018
Research Partner: Buckner International
Element tested: Advertising

Buckner International was running Facebook ads to promote their new online parenting series, Answering the Hard Questions. The control ad featured a happy mother and her daughter and included more “lead-in” copy. Their hypothesis was that by including a less “big happy family” image, including more about the topics of the course and getting to the point quicker in the value proposition of the body copy, more people similar to Buckner’s target demographic would be interested in getting this content. Headline was kept the same in both ads.



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Not Valid How pre-selecting the monthly recurring gift option impacts recurring donor conversion.

Date Added: June 29, 2018
Research Partner: FamilyLife
Element tested: Donation Page Form

FamilyLife launched a recurring gift campaign. On the donation page they pushed people to, donors were given two options for their gift – a one-time gift, or a monthly gift. The primary goal of this campaign was to get more recurring donors. We hypothesized that we might be able to increase recurring donors if we get rid of the one-time gift check box and pre-select the monthly gift option.



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Not Valid The impact of moving the donation ask earlier in the funnel

Date Added: June 29, 2018
Research Partner: Alliance Defending Freedom
Element tested: Donation Page Form, Name Acquisition Form

The blog for Alliance Defending Freedom get significant traffic on a daily basis. Over the past several months, we had been able to test into a series of new offers that had lifted the email acquisition rate from less than 1% to 4% – 6%. This meant several hundred new emails were coming on to the file on a weekly basis and each of these subscribers were shown a donation page once they submitted their email. This meant a certain percentage of them would convert to donors instantly.

ADF had recently developed a new embeddable donation form that we wanted to test out on the blog. Historical tests had found that, when linking to a donation form, the blog did not serve as a significant source for donations. We wanted to determine if moving the ability to donate directly on to the blog would allow us to reduce the friction associated with the donation funnel and, thereby, increase donor acquisition.



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4.7% lift How a value-focused call-to-action impacts email conversion on a landing page

Date Added: June 29, 2018
Research Partner: Boys Town
Element tested: Name Acquisition Headline

Boys Town offers free parenting email series for people. One of these series is about teen discipline. The series have a high appeal and perform really well, but we hypothesized that we might be able to increase name conversion by using a value-focused call-to-action before a person filled out the form to get the offer. The control call-to-action said, “Get your first lesson today by telling us where we can send it.” The treatment said, “Learn how to understand your teen better and discipline more effectively. Get started by telling us where to send your free Teen Discipline series.”



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31.0% lift How short form Facebook ad copy affects blog views

Date Added: June 29, 2018
Research Partner: NextAfter
Element tested: Advertising

In this experiment, we were promoting a blog post through Facebook ads. We had previously seen longer form ads be most effective for direct response offers, but since our primary goal was simply to increase traffic, we wondered if a short form copy approach would be most effective.

The control used a long form explanation and teaser of the post. The treatment used a short for teaser.



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242.5% lift How a more substantive image affects conversion rate in a Facebook ad

Date Added: June 29, 2018
Research Partner: NextAfter
Element tested: Advertising

In this experiment, we were running ads for a new research study centered around the behavioral traits and values of nonprofit employees. While we had previously tested into using ads that included representative imagery and clear calls-to-action, we had never tried putting the actual results of a study in the ad image itself.

For the control, we used the image from the cover of the research study, overlaid the title, and noted that it was a free eBook. For the treatment we used a more infographic style image that specifically called out one of the more shocking findings from the study. The copy and headline of the ad were exactly the same.



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74.1% lift How a value proposition in letter format on a donation page affects donor conversion

Date Added: June 15, 2018
Research Partner: Heartlight Ministries
Element tested: Donation Page Copy

Heartlight Ministries was offering a free online course called Tough Guys and Drama Queens, and wanted to test a new approach on the donation page that involved a letter from Mark instead of the original stepped donation approach with a premium. This new letter from Mark was a much more conversational approach, that told the story of Heartlight and explained that the true goal of the ministry was to equip so many parents, that they didn’t need to run the boarding school anymore. This new treatment also removed the premium opportunity and focused solely on a ministry donation.



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Not Valid How recurring gift language impacted donor conversion

Date Added: June 15, 2018
Research Partner: The Heritage Foundation
Element tested: Donation Page Copy

The Heritage Foundation was looking for ways to increase donor acquisition for their recurring giving club, The Leaders Club. As part of a series of experiments, we tested out a few different hypotheses to impact this metric. The first hypothesis we had was that simply explaining the recurring gift option and the potential benefits would increase the perceived value of the offer enough to increase acquisition for the club. We decided to test this hypothesis on the main donation form.



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